The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness

Customers are increasingly talking positively about brands that are socially responsible and authentic. However, little empirical research has related corporate social responsibility (CSR) to brand authenticity and brand authenticity to customers’ positive word-of-mouth. Moreover, although highly attractive alternative brands are increasingly appearing in the marketplace, there is a lack of research examining the role of alternative attractiveness in the relationship between CSR and brand authenticity. We address these shortcomings in the literature drawing on data from 1,101 customers of insurance services brands and analyze them using structural equation modeling. The findings show that CSR is positively related to customers’ positive word-of-mouth, both directly and indirectly, through brand authenticity. Moreover, alternative attractiveness positively moderates the effect of CSR on brand authenticity. This implies that CSR can act as a differentiation mechanism to further enhance the focal brand’s authenticity, when an alternative brand is perceived as highly attractive.

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Face Gain and Face Loss in Restaurant Consumers’ Brand Advocate Behaviors

Journal of Hospitality & Tourism Research ◽

10.1177/1096348018813733 ◽

2018 ◽

Vol 43 (3) ◽

pp. 395-415 ◽

Cited By ~ 1

Author(s):

Yu-Shan (Sandy) Huang ◽

Yao-Chin Wang ◽

Pei-Jou Kuo

Keyword(s):

Structural Equation ◽

Word Of Mouth ◽

Equation Modeling ◽

Positive Word ◽

Ideal Self ◽

Negative Effects ◽

Positive Effects ◽

Social Settings ◽

Positive Word Of Mouth ◽

Brand Congruence

Face plays a key role in guiding consumers’ consumptions in social settings. The purpose of this research is to understand how the desire to gain face and the fear to lose face affect consumers’ self-brand congruence and brand advocate behaviors toward their favorite restaurant brands. Using structural equation modeling to analyze the survey data, the results indicated (1) that ideal-self attainability encouraged the desire to gain face while discouraging the fear to lose face, (2) that the desire to gain face exerted positive effects on positive word-of-mouth and negative avoidance through actual self-brand congruence, and (3) that the fear to lose face exerted negative effects on positive word-of-mouth through actual self-brand congruence.

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Positive determinants word-of-mouth of supermarket consumer in the COVID-19 pandemic era

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v14i2.10731 ◽

2021 ◽

Vol 14 (2) ◽

pp. 300

Author(s):

Sri Vandayuli Rirorini ◽

Genesis Sembirng Depari

Keyword(s):

Customer Satisfaction ◽

Service Quality ◽

Consumer Satisfaction ◽

Structural Equation ◽

Word Of Mouth ◽

Positive Impact ◽

Sampling Technique ◽

Equation Modeling ◽

Positive Word ◽

Positive Word Of Mouth

This research, which was conducted in the era of the COVID-19 pandemic, aims to analyze the influence of the dimensions of service quality, competitive prices, customer satisfaction toward the positive word-of-mouth of Supermarket customers. Questionnaires were distributed to 350 respondents as samples using the non-probability sampling method and purposive sampling technique. Meanwhile, Structural Equation Modeling (SEM) is used to analyze the data. The results of the study indicate that Reliability, Assurance, Tangibles, Empathy, Responsiveness, Competitive Price have positive and significant effects onCustomer Satisfaction, which in turn would have a positive impact on positive word-of-mouth. Of all dimensions of service quality, the most powerful factor influencing consumer satisfaction shopping in supermarkets is reliability, and the one that gives consumers the most important feeling in providing quality services is Responsiveness. For further research, it is recommended to expand the scope of research in various types of businesses, not only in supermarkets.

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Building Satisfaction and Loyalty During a Musical Benefit Event: A Consumer-Based Approach

Nonprofit and Voluntary Sector Quarterly ◽

10.1177/0899764019843341 ◽

2019 ◽

Vol 48 (6) ◽

pp. 1250-1271

Author(s):

Jeanne Albouy ◽

Jean-Philippe Galan ◽

Laurent Maubisson

Keyword(s):

Quality Of Service ◽

Structural Equation Modeling ◽

Structural Equation ◽

Word Of Mouth ◽

Behavioral Outcomes ◽

Equation Modeling ◽

Positive Word ◽

Direct Effects ◽

Positive Word Of Mouth

This research addresses the respective importance of the charitable, experiential, and service-based dimensions associated with benefit concerts. Through a consumer-based approach, we examine the effects of three antecedents (charitable scope, immersion, and quality of service) on satisfaction and behavioral outcomes (loyalty and positive word-of-mouth). Data collected on site immediately after a charity concert are analyzed with structural equation modeling. The state of immersion and the event’s charitable scope enhance the overall satisfaction, which, in turn, fosters the behavioral outcomes. Direct effects are identified; satisfaction is influenced more by immersion, whereas behavioral outcomes depend more on charitable scope. The type of initial motivation moderates the findings: The quality of service enhances satisfaction only among attendees with other-focused motivation, immersion improves satisfaction if the motivation is self-focused, and charitable scope remains an important factor of satisfaction regardless of the type of motivation.

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How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion

PLoS ONE ◽

10.1371/journal.pone.0259420 ◽

2021 ◽

Vol 16 (11) ◽

pp. e0259420

Author(s):

Shih-Tse Wang ◽

Yao-Chien Tang

Keyword(s):

Belief Revision ◽

Structural Equation ◽

Word Of Mouth ◽

Behavioral Model ◽

Equation Modeling ◽

Positive Word ◽

Narrative Transportation ◽

Mediating Role ◽

Positive Word Of Mouth ◽

The Relationship

On the basis of the cognitive–affective–behavioral model, this study investigated the effects of narrative transportation in movies on audience emotion and positive word-of-mouth (PWOM). To the best of the authors’ knowledge, this is the first study to explore the effects of the multidimensionality of narrative transportation on the multidimensionality of emotion. In this study, narrative transportation was divided into dimensions of empathy, immersion, and belief revision, and emotion was divided into pleasure and arousal. To explore the relationship between narrative transportation, emotions, and PWOM, the participants, comprising individuals with movie watching experience, completed a questionnaire on the movie that had left the deepest impression on them. The responses were analyzed through structural equation modeling. Empathy, immersion, and belief revision were significantly and positively associated with pleasure and arousal, which positively correlated with PWOM. The relationship between empathy or immersion and PWOM was partially mediated by pleasure and arousal, whereas pleasure and arousal fully mediated the association between belief revision and PWOM. Practical suggestions for filmmakers were derived from the present findings.

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MENINGKATKAN POSITIVE WORD OF MOUTH MELALUI BRAND AWARENESS, BRAND AMBASSADOR, TAGLINE, DAN IKLAN (Studi Pada Konsumen Produk Wardah di Lotte Mart Medan)

IDEI: Jurnal Ekonomi & Bisnis ◽

10.38076/ideijeb.v2i1.58 ◽

2021 ◽

Vol 2 (1) ◽

pp. 41-53

Author(s):

Lastri Nabilah ◽

Zuwina Miraza

Keyword(s):

Structural Equation ◽

Word Of Mouth ◽

Brand Awareness ◽

Equation Modeling ◽

Positive Word ◽

Validity Data ◽

Television Advertisements ◽

Positive Word Of Mouth ◽

Brand Ambassadors ◽

Number Of Customers

This research based on the premise that marketing activities played an im-portant role in increasing the company’s sales volume. Company needed to run markets strategy to achieve sales target which have been set. Therefore, this research aimed to described the positive influence of word of mouth through brand ambassadors, taglines, television advertisements with brand awareness as the mediation that was carried out to consumers of Wardah products in the Lotte Mart Center Point Medan. Population of this study was the number of customers at Wardah Counter in Lotte Mart which cannot be known certaintly. The sample in this study amounted to 100 people. Data collected by questionnaires that were assessed on a Likert scale, each of which was tested and met the requirements of reliability and validity. Data analyzed based on structural equation modeling (SEM) method. The results obtained and at the same time concluded that brand ambassadors, taglines, television advertisements had a positive and significant effect on brand awareness. Brand ambassadors, taglines, television advertisements had a positive and significant effect on positive word of mouth. Brand awareness mediated taglines and advertisements for positive word of mouth. Brand awareness did not mediate brand ambassadors for positive word of mouth.

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Pengaruh Citra Merek Terhadap Kepuasan Pelanggan dan Implikasinya pada Positive Word Of Mouth Penumpang MRT Jakarta

Prologia ◽

10.24912/pr.v4i2.6632 ◽

2020 ◽

Vol 4 (2) ◽

pp. 368

Author(s):

Meiliana Meiliana ◽

Rezi Erdiansyah

Keyword(s):

Structural Equation Modeling ◽

Customer Satisfaction ◽

Structural Equation ◽

Word Of Mouth ◽

Brand Image ◽

Corporate Identity ◽

Equation Modeling ◽

Positive Word ◽

Passenger Satisfaction ◽

Positive Word Of Mouth

The purpose of this study was to determine the effect of brand image on positive word of mouth through Jakarta MRT passenger satisfaction. The research sample used as many as 125 respondents came from passengers aged 20 years over and had used the Jakarta MRT services. Questionnaires were distributed and filled out directly by respondents and by Google forms. Data analysis using SPSS (Statistical Package For The Social Sciences) version 23 software and SEM (Structural Equation Modeling) with Lisrel application version 8.80. The results showed brand image and customer satisfaction had a significant influence on positive word of mouth MRT Jakarta passengers. However, customer satisfaction is most influential on positive word of mouth, then followed by brand image. In sequence the most dominant dimensions that shape brand image are value, corporate identity, reputation and personality. Furthermore, sequentially the most dominant dimensions that shape customer satisfaction are service quality, product quality, price and comfort. And in sequence the most dominant dimensions that make up positive word of mouth are information, invitations, recommendations and positive stories. Thus, to create positive word of mouth, efforts should be made to increase customer satisfaction.Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek terhadap positive word of mouth melalui kepuasan penumpang MRT Jakarta. Sampel penelitian yang digunakan sebanyak 125 responden berasal dari penumpang yang berumur 20 tahun ke atas dan pernah menggunakan jasa layanan MRT Jakarta. Kuesioner disebarkan melalui penyebaran angket dan diisi langsung oleh responden serta google forms. Analisis data menggunakan SEM (Structural Equation Modeling) dengan aplikasi Lisrel versi 8.80. Hasil penelitian menunjukkan citra merek dan kepuasan pelanggan memberikan pengaruh signifikan terhadap positive word of mouth penumpang MRT Jakarta. Namun demikian, kepuasan pelanggan paling berpengaruh terhadap positive word of mouth, lalu diikuti dengan citra merek. Secara berurutan dimensi paling dominan yang membentuk citra merek adalah nilai, identitas perusahaan, reputasi dan kepribadian. Selanjutnya, secara berurutan dimensi paling dominan yang membentuk kepuasan pelanggan adalah kualitas pelayanan, kualitas produk, harga dan kenyamanan. Dan secara berurutan dimensi paling dominan yang membentuk positive word of mouth adalah informasi, ajakan, rekomendasi dan cerita positif. Dengan demikian, untuk menciptakan positive word of mouth perlu dilakukan upaya meningkatkan kepuasan pelanggan.

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THE IMPACT OF INSTITUTION IMAGE AND STUDENT SATISFACTION TO WORD OF MOUTH

Journal of Management and Business ◽

10.24123/jmb.v14i2.319 ◽

2015 ◽

Vol 14 (2) ◽

Author(s):

Andy Mulyana ◽

Devi Ayuni

Keyword(s):

Higher Education ◽

Student Satisfaction ◽

Structural Equation ◽

Word Of Mouth ◽

Descriptive Statistics ◽

Equation Modeling ◽

Positive Word ◽

Positive Word Of Mouth ◽

The Impact

In the recent years a tremendous growth has been observed in the Indonesia higher education institutions (HEI). The growth in the number of HEI in year 2009 – 2013 increased from 1.382 to 3.151. The increase in the number of HEI in Indonesia has resulted in the industry becoming very competitive. The situation call for HEIs to focus on establishing a strong institution image and providing student satisfaction to secure their positive word of mouth. A conceptual framework is proposed that investigates the impact of institution image and student satisfaction on word of mouth (WOM). Survey was employed and respondents were from the students of Indonesian Open University (Universitas Terbuka = UT). There were 155 usable questionnaires to analyze descriptive statistics, realibility, validity and structural equation modeling (SEM). The research found that institution image and student satisfaction significantly affects WOM and that image exerts a stronger influence on WOM than satisfaction. Therefore, UT as a service firm has to focus on these factors in order to built a long-term and mutally profitability relationship with a student and create positive WOM as competitive advantage.

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Developing a deeper understanding of positive word of mouth (WOM) in virtual brand communities through the moderator effect of community participation

Journal of Social Researches ◽

10.35429/jsr.2019.16.5.8.16 ◽

2019 ◽

pp. 8-16

Author(s):

María de los Dolores Santarriaga-Pineda ◽

Francisco Carlos Soto-Ramirez ◽

María del Consuelo Reyes-Gónzalez

Keyword(s):

Latent Variables ◽

Structural Equation ◽

Word Of Mouth ◽

Structural Model ◽

Virtual Community ◽

Equation Modeling ◽

Positive Word ◽

Moderator Effect ◽

Brand Communities ◽

Positive Word Of Mouth

Objectives: The present study examines the links between psychographic homogeneity, availability of communication avenues, and involvement with the community, emotional brand connection and positive word of mouth. In our research framework, we include these latent variables to understand if they are core positive drivers in their relationship with positive word of mouth (WOM) behavior as the core relationship outcome. All these was studied in the context of virtual brand communities foster by the company. Methodology: Using empirical data from an on-line survey sent by email, a sample of 400 members of the virtual community Apple México, manage by the company were analyzed. The members were selected randomly. The questionnaire was developed using measures from previous empirical research. The structural model was empirically tested using CFA and hypotheses tested using Structural Equation Modeling (SEM) using AMOS. Contribution: The results extend previous research by showing a strong positive relation between latent constructs proposed in the study and their relationship with positive word-of-mouth (WOM).

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Leveraging the Benefits of Fan Page

International Journal of Business Data Communications and Networking ◽

10.4018/ijbdcn.2014070102 ◽

2014 ◽

Vol 10 (3) ◽

pp. 17-45

Author(s):

Chetna Kudeshia ◽

Pallab Sikdar ◽

Arun Mittal

Keyword(s):

Structural Equation Modeling ◽

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Equation Modeling ◽

Small Scale ◽

Positive Word ◽

Wide Range ◽

Marketing Activities ◽

Positive Word Of Mouth

The popularity of Facebook has attracted attention from the small scale business in India and inspired a wide range of marketing activities aimed at utilizing this new platform i.e. brand fan page of Facebook. While using Facebook individuals like number of brands appearing on their news feed. The motivation for liking brands may be diverse for distinctive individuals. But whether liking a brand on fan page truly represents some emotional connection with the brand or not is still unexplored. This study aims to fill this gap by determining whether liking a brand on Facebook results into brand love or is it just a fad. Further, the paper attempts to find whether there exists a relationship between brand “liked” on the fan page and purchase intention, and if this in turn leads to positive word of mouth. A survey of Facebook users who engage with the brand of small scale companies by “liking” it was undertaken as part of the study. The five small scale companies were selected on the basis of their popularity on Facebook. Structural equation modeling was applied using the data collected from 311 survey respondents to arrive at relevant outcomes.

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Service recovery satisfaction and customer commitment in the airline business

African Journal of Economic and Management Studies ◽

10.1108/ajems-01-2019-0005 ◽

2019 ◽

Vol 11 (1) ◽

pp. 91-108

Author(s):

Rosemary Matikiti ◽

Mercy Mpinganjira ◽

Mornay Roberts-Lombard

Keyword(s):

Airline Industry ◽

Structural Equation ◽

Word Of Mouth ◽

Service Failure ◽

Service Recovery ◽

Positive Word ◽

Content Type ◽

Customer Commitment ◽

Recovery Satisfaction ◽

Positive Word Of Mouth

Purpose The purpose of this paper is to examine the precursors and outcomes of service recovery satisfaction and customer commitment among airline business customers. Design/methodology/approach Data were collected from airline travellers in South Africa using a structured questionnaire. Structural equation modelling was used to analyse the proposed hypotheses. Findings The results revealed that recovery expectations and perceived equity exert significant influence on levels of recovery satisfaction, which in turn influence overall satisfaction, trust and commitment. The study also revealed that trust and overall satisfaction are antecedents of customer commitment and that customer commitment has a significant positive relationship with positive word of mouth. It was also established that the quality of past service performance moderates the relationship between recovery satisfaction and commitment. Practical implications Airlines are advised to stimulate customer trust in the service delivery process through transparency in the procedures by which they resolve service failures and to remain committed to their service recovery promises to customers. It is also proposed that airlines should secure increased positive word of mouth through offering satisfactory service recovery. Originality/value Very little research in the South African context exists which focusses on the influence of customers satisfaction and commitment in the airline industry. This paper helps in establishing the antecedents of customer commitment after service failure in the airline industry.

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