The influence of subjective characteristics of social network sites on consumers' word-of-mouth sharing

2020 ◽  
Vol 44 (5) ◽  
pp. 977-994
Author(s):  
Yan Li ◽  
Ruijuan Wu ◽  
Dongjin Li
Keyword(s):  
Social Network ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Social Network Sites ◽  
Positive Influence ◽  
Equation Modeling ◽  
Content Type ◽  
Interpersonal Closeness ◽  
Significant Positive Influence

PurposeThe purpose of this paper is to examine how subjective characteristics of social network sites (SNSs) affect consumers' positive and negative word-of-mouth (WOM) sharing.Design/methodology/approachThe data used for this study were obtained from an online survey with a sample size of 369 consumers. Structural equation modeling was performed to test hypotheses and examine the research questions.FindingsThe authors found that the perceived anonymity of an SNS is negatively correlated with its perceived interpersonal closeness of friends, and the number of friends in an SNS is positively correlated with its perceived interpersonal closeness of friends. With regard to positive WOM, the perceived anonymity of the SNS has a significant negative influence on consumers' WOM, and both perceived interpersonal closeness and the number of friends have a significant positive influence on consumers' WOM. But, in the case of negative WOM, only perceived interpersonal closeness of friends has a significant positive influence on consumers' WOM.Practical implicationsWhen attempting to promote positive WOM, marketers should choose consumers who possess the “right” subjective characteristics of SNSs (i.e. low anonymity, high interpersonal closeness of friends and a large number of friends). At the same time, marketers should monitor the emergence of consumers' negative WOM, especially those consumers who have a high level of interpersonal closeness of friends in SNSs, and respond to the content of negative WOM without delay.Originality/valueThis study investigates the influence that subjective characteristics of SNSs have on consumers' WOM sharing and therefore contributes to the literature on the antecedents of WOM generation and also contributes to the research that compares positive WOM with its negative counterpart.

E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ibrahim Al Nawas ◽  
Shadi Altarifi ◽  
Nabil Ghantous
Keyword(s):  
Relationship Quality ◽  
Social Presence ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Growth Strategies ◽  
Content Type ◽  
The Difference ◽  
Brand Evangelism

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaizatulaqma Kamalul Ariffin ◽  
Nur Qistina Ihsannuddin ◽  
Ainul Mohsin Abdul Mohsin
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Consumer Attitude ◽  
Content Type ◽  
Social Media Advertising ◽  
The Relationship ◽  
Significant Positive Influence

Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention. Design/methodology/approach The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling. Findings The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention. Practical implications Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs. Originality/value This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

Electronic word-of-mouth generation and regulatory focus

2019 ◽  
Vol 32 (1) ◽  
pp. 23-45 ◽  
Author(s):  
Muhammad Sohaib ◽  
Umair Akram ◽  
Peng Hui ◽  
Hassan Rasool ◽  
Zohaib Razzaq ◽  
...  
Keyword(s):  
Regulatory Focus ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Sampling Technique ◽  
Ordinary Least Squares ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Content Type

Purpose The purpose of this paper is to investigate the electronic word-of-mouth (eWOM) motivations of regulatory-focused customers with positive and negative consumption experiences. Design/methodology/approach An online survey is conducted in Beijing and Shanghai. A random sampling technique is used to collect data from 854 respondents. Two scenarios of eWOM communication – positive and negative consumption experiences – are randomly assigned to each respondent. This study employs the structural equation modeling and confirmatory factor analysis techniques. However, it uses ordinary least squares and logistic regression to analyze 137 participants in the experimental study. Findings Promotion-focused customers that aim for self-enhancement and obtaining social benefits are motivated to spread positive eWOM on social networking sites. However, prevention-focused customers are driven by vengeance and anxiety, revealing higher intentions to post negative eWOM on review sites. eWOM generation is subject to gender, as promotion-focused male customers spread it more than both prevention-focused and promotion-focused female customers. Moreover, platform assistance (PA) has a significant positive impact upon regulatory-focused customers and eWOM (positive vs negative) relationships. Practical implications This study provides a deeper understanding of motivational factors of eWOM communication. Specifically, in case of product or service failure, negative consumption experiences drive prevention-focused customers to generate negative eWOM. Thus, using various tactics, marketers need to shift customers from focusing on prevention to focusing on promotion. For example, redeemable free coupons can shift customer attention and generate positive eWOM. Originality/value This study provides unique insights about eWOM motivation across genders. It examines regulatory focus, positive vs negative consumption experiences and moderation of PA.

Shared and transformational leadership in the police

2015 ◽  
Vol 38 (1) ◽  
pp. 40-55 ◽  
Author(s):  
Doris Masal
Keyword(s):  
Transformational Leadership ◽  
Shared Leadership ◽  
Structural Equation ◽  
Large Scale ◽  
Online Survey ◽  
Positive Influence ◽  
Equation Modeling ◽  
Transformational Leaders ◽  
Content Type ◽  
Organizational Goals

Purpose – Although an increasingly complex work environment requires shared forms of leadership in the police, there is little empirical evidence on how to facilitate shared leadership in the police. The purpose of this paper is to explore the role of transformational leaders in supporting shared leadership. Design/methodology/approach – The study is based on an online survey in a German state police (3,000 invited participants, a 39 percent response rate). The empirical analysis relies on a structural equation modeling (SEM) approach. Findings – The study findings reveal that transformational leaders exert a direct, positive influence on shared leadership and have an indirect, positive influence through their capacity to clarify organizational goals and create job satisfaction for followers. Originality/value – This large-scale study is the first to examine antecedents of shared leadership in the police. The results expand on the literature on transformational leadership by highlighting transformational leaders’ role as “SuperLeaders” in supporting shared leadership.

What’s love got to do with it? Place brand love and viral videos

2019 ◽  
Vol 30 (1) ◽  
pp. 23-43 ◽  
Author(s):  
Carola Strandberg ◽  
Maria Ek Styvén
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Place Branding ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Cultural Aspects ◽  
Place Brand

Purpose The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting. Design/methodology/approach Data were gathered from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model. Findings Results show that place brand love has a strong direct relationship with positive word of mouth (WOM), and an indirect effect on intention to share the place brand message. Self-expressiveness of the place brand message also seems to influence place brand love as well as intention to share the message. Research limitations/implications The role of self-related concepts and brand love to a place has theoretical implications for research in place branding and electronic word of mouth. The study has limitations to its generalizability in terms of cultural aspects and sample representativeness. Practical implications Place marketers need to successfully reflect the self-concept of key stakeholders in communication messages in order to increase the probability that recipients will engage in positive WOM and share the message. Originality/value Research on place brand love is scarce and previous studies have focused solely on brand love in connection to tourists. The main contribution of the current study is the exploration of the role of brand love in connection to residents, who are vital co-creators of the place brand.

scholarly journals Brand love and positive word of mouth: the moderating effects of experience and price

2016 ◽  
Vol 25 (6) ◽  
pp. 527-537 ◽  
Author(s):  
Heikki Karjaluoto ◽  
Juha Munnukka ◽  
Katrine Kiuru
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Extended Model ◽  
Moderating Effects ◽  
Brand Love ◽  
Content Type ◽  
Positive Word Of Mouth ◽  
The Relationship

Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

scholarly journals Leveraging social network sites for new product launch

2017 ◽  
Vol 117 (10) ◽  
pp. 2400-2416 ◽  
Author(s):  
Deborah Lynn Roberts ◽  
Marina Candi ◽  
Mathew Hughes
Keyword(s):  
Social Network ◽  
Online Survey ◽  
Word Of Mouth ◽  
Social Network Sites ◽  
New Product ◽  
Product Launch ◽  
Societal Implications ◽  
Media Campaigns ◽  
Content Type ◽  
New Product Launch

Purpose The ability to make use of social network sites (SNSs) to promote new products and facilitate positive word of mouth around new product launch (NPL) presents an important opportunity. However, the mechanisms and motivations of SNS users are not well understood and businesses frequently fail to realise these opportunities. The purpose of this paper is to examine some of the forces that motivate people to spend time on SNS sites and how these motivations are related with people’s propensity to engage in behaviours that can be beneficial for NPL. Design/methodology/approach Hypotheses are tested using data collected using an online survey from a broad sample of SNS users worldwide. Findings People who spend time on SNSs to be challenged, to escape, or to connect with others are more likely than other users to pay attention to advertisements on SNS. Users that spend time on SNSs in the pursuit of information, to be challenged, or to connect with others are more likely than other users to provide word of mouth reviews and recommendations about products. Research limitations/implications The authors make an empirical contribution to knowledge by providing evidence about the categories of user motivations for engagement with SNSs that might be related with their contributions to NPL activities, namely, paying attention to advertisements and providing WOM recommendations. Practical implications By understanding what motivates SNS users, firms can identify potentially valuable users and develop a more strategic and targeted approach to NPL. This can help firms turn disappointing social media campaigns into more successful ones. Social implications Whilst the growth in usage of SNS has important implications for business and NPL there are also wider societal implications. Arguably, even before the widespread adoption of SNSs, society has been in a state of flux and transition as people sought to liberate themselves from the norms and social codes of previous generations. We have witnessed a rise of individualism, associated with values such as personal freedom and where people actively construct their own identities. Somewhat ironically, individualism has motivated people to seek alternative social activities and form communities, such as those on SNSs where they can fulfil their need for connection and belonging. SNSs appear to have accelerated this trend. Originality/value This study provides new insights about the use of SNSs for NPL and what motivates users to engage in behaviours that are beneficial to NPL.

scholarly journals A study of service quality, corporate image, customer satisfaction, revisit intention and word-of-mouth: evidence from the KTV industry

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kim Leng Khoo
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Corporate Image ◽  
Mediation Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Revisit Intention ◽  
Significant Positive Influence

Purpose This paper aims to understand the impact of service quality on corporate image and customer satisfaction. Furthermore, this study also examined the influence of corporate image and customer satisfaction on revisit intention and word of mouth. The mediation effect of corporate image and customer satisfaction on the relationships between service quality–revisit intention and service quality–word of mouth was also examined. Design/methodology/approach This study used the survey questionnaire method and collected data from 253 respondents comprising of customers who had karaoke singing experience in the Karaoke television (KTV). The partial least squares structural equation modeling was used in this study. Findings This study found that service quality has a significant positive influence on corporate image and customer satisfaction. Corporate image does not have a significant influence on revisit intention but has a significant positive influence on word of mouth. Furthermore, customer satisfaction has a significant positive influence on revisit intention and word of mouth. The mediation effect of corporate image and customer satisfaction is also found to be significant for most of the relationships. Originality/value This study showed the importance of service on customers’ reactions and behaviors in the KTV context, which have not been previously investigated. Businesses should always provide superior service quality to their customers because it impacts their subsequent behaviors such as revisit intention and word of mouth.

Word-of-mouth generation and brand communication strategy

2017 ◽  
Vol 117 (3) ◽  
pp. 478-495 ◽  
Author(s):  
Andreia Gabriela Andrei ◽  
Adriana Zait ◽  
Elena-Mădălina Vătămănescu ◽  
Florina Pînzaru
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Equation Modeling ◽  
Content Type ◽  
Supportive Behaviors ◽  
Brand Perception ◽  
Underlying Mechanisms

Purpose Emerged from a theoretical contradiction, the purpose of this paper is to investigate whether perceptions and behaviors toward new brands depend on the priority assigned to promote the company’s intentions (warmth) vs its abilities (competence). Design/methodology/approach The research uses a two-level single factor experiment to test the effects of launch communication strategy (warmth-competence vs competence-warmth) on people’s perceptions and behavioral intents, and applies partial least squares structural equation modeling to explore the collected data. Findings Results offer valuable insights into the usage of communication strategy with a view to favor brand perception, referrals, and sales, laying stress on the underlying mechanisms. Research finds that warmth-competence communication strategy has a higher positive influence on brand perception than the reversed strategy. Revealing people’s proneness to promote the new companies perceived as warm and competent, results indicate that perception of warmth mediates word-of-mouth propensity. Research limitations/implications The present study brings novel insights for corporate communication, showing that people’s propensity to advocate on behalf of new brands is driven by the perception of company’s warmth. Explaining connections between communication strategy, brand perception, and WOM propensity (supportive or denigrating), the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions. Practical implications From a managerial perspective, findings offer practical hints about how to use launch communication to improve brand perception and consumer supportive behaviors. Originality/value The present study brings novel insights for corporate communication, showing that people’s propensity to advocate on behalf of new brands is driven by the perception of company’s warmth. Explaining connections between communication strategy, brand perception, and word-of-mouth propensity, the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions.

Perceived robotic server qualities and functions explaining customer loyalty in the theme park context

2020 ◽  
Vol 13 (12) ◽  
pp. 3895-3923
Author(s):  
Ady Milman ◽  
Asli Tasci ◽  
Tingting(Christina) Zhang
Keyword(s):  
Structural Equation Modeling ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Equation Modeling ◽  
Theme Park ◽  
Content Type ◽  
Human Orientation ◽  
Complex Relationships

Purpose This paper aims to explore theme park visitors’ attitudes toward interacting with robots and investigated the qualities and functions of robotic servers and their influence on customers’ loyalty. A structural equation modeling approach was used to identify the complex relationships among variables in the entire network. Design/methodology/approach An online survey randomly assigned respondents to four different robotic server scenarios with robots that look like humans, animals, cartoon characters and anime features. The influence of robot types was investigated by manipulating robot type with four different pictures; however, the data were analyzed with a structural equation modeling model to identify the complex relationships rather than one-way analysis of variance to identify influences of robot types on different variables in separate analyzes. Findings The data collected from the 385 experienced theme park visitors revealed that perception of robots with human orientation and safety qualities had the strongest effect on the perceived robotic functionality, while emotions and co-creation qualities hardly had any effect on the perceived functionality, which included utilitarian rather than experiential functions such as excitement. Human orientation qualities, regardless of the specific robotic design, had a significant impact on perceived robotic functionality. The study also revealed a strong positive influence of perceived robotic functionality on customer loyalty. Originality/value The debate of whether or not to introduce and blend the growing robotic technology into the theme park experience is in its infancy. The study contributes to the theory of how robotics qualities and functions can augment customer loyalty.

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