The Role of Publicity in FTC Corrective Advertising Remedies

1982 ◽  
Vol 1 (1) ◽  
pp. 111-121 ◽  
Author(s):  
Tyzoon T. Tyebjee
Keyword(s):  
Empirical Data ◽  
Word Of Mouth ◽  
Word Of Mouth Communication ◽  
Effects Of Media

This paper explores the effects of media publicity surrounding an FTC action requiring corrective advertising. Empirical data are reported to assess the extent and effect of publicity in the case of the corrective advertising remedy for STP oil additive. The study finds that media publicity, and the word-of-mouth communication generated by such publicity, are prevalent mechanisms by which consumers’ brand cognitions are altered.

scholarly journals THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING

2020 ◽  
Vol 6 (2) ◽  
pp. 45-54
Author(s):  
Suci Sandi Wachyuni ◽  
Tri Kuntoro Priyambodo
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Marketing Activities ◽  
Information Skills ◽  
Word Of Mouth Communication

Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of mouth communication in marketing activities on digital media is one of the most important things in improving the purchasing decision of a product or services. This study aims to analyze the effect of celebrity endorsement on consumer purchase decisions, case studies at Nona Judes Restaurant. Methodology: This research is mixed-method, both qualitative and quantitative. Data collection techniques in this study were interviews and questionnaires that were measured using a Likert scale. The questionnaire was distributed to 100 respondents who were consumers of the Nona Judes restaurant. The data were analyzed using simple linear regression analysis. Main Findings: The results of this study indicate that celebrity endorsement influences product purchase decisions. The contribution of celebrity endorsement variables to product purchase decisions is 25.9%. Researchers concluded that there are several factors considered in selecting endorsers. These factors include big names and experiences, appearance, social media strength of endorsers, and communication skills. Implications: This study is offering suggestions for company management in determining celebrity for product endorsement. The orders of indicators to consider are (1) Power, (2) Credibility, (3) Attraction. Novelty/Originality of this study: This research specifically addresses the role of celebrity endorsement in product purchase decisions in restaurants. This study also produced endorser selection criteria and their indicators, i.e. 1) Power (fame, strengths on social media); 2) Credibility (the truth of information, endorser information skills); 3) Attractiveness (physical appearance, endorser’s characters).

scholarly journals KOMUNIKASI ELECTRONIC WORD OF MOUTH (E-WOM) PARIWISATA KABUPATEN MAJALENGKA DI MEDIA SOSIAL INSTAGRAM MELALUI #MAJALENGKAHITS

2019 ◽  
Vol 9 (2) ◽  
pp. 44-55
Author(s):  
Titih Nurhaipah
Keyword(s):  
Word Of Mouth ◽  
Social World ◽  
Complementary Information ◽  
Virtual Ethnography ◽  
Tourist Destinations ◽  
Search For Self ◽  
Word Of Mouth Communication ◽  
Tourist Information

The desire updated tourist destinations is a search for self-existence, both in the real social world and in cyberspace through Instagram. After fulfilling their wishes, the desire arises to spread information to others. This diffusion of tourist information is known as word of mouth communication. In addition, Instagram becomes an opportunity or a potential for e-WOM communication that can be maximized as a step in the promotion of tourism. Instagram as a social network that has visual advantages will be more advantageous for tourism e-WOM communication activities through #majalengkahits. The objectives of this study include: exploring the potential of e-WOM on Instagram;the role of  followers; and the meaning of the hashtag #majalengkahits. The method used in this research is virtual ethnography. According to the results of the research, the potential of long-term e-WOM communication on Instagram will increase tourists' loyalty. This type of communication rotation will greatly affect the increasing number of tourists in the Majalengka district. In addition, the role of follower #majalengkahist includes providers of information, complementary information and tourist invitations. There are several meanings in the use of #majalengkahits that include republishing, becoming a trend / viral, adding information, showing off, inviting sympathies / love, references, facilitating research, increasing promotion and adding followers.  

Impact of Culture on Service Failures and Service Recoveries

2015 ◽  
pp. 229-238
Author(s):  
Ceyda Tanrikulu ◽  
Levent Gelibolu
Keyword(s):  
Literature Review ◽  
Emotional Response ◽  
Word Of Mouth ◽  
Service Marketing ◽  
Future Studies ◽  
Extant Literature ◽  
Service Failures ◽  
Word Of Mouth Communication ◽  
Different Cultures

In this chapter, the authors focus on the role of culture, which increases its effect along with globalization on service failures and improvements. The study is a type of literature review formed by compilation of previous studies in the extant literature. According to the primary findings of such studies, the approach of consumers to service failures and improvements vary depending on their culture. Different satisfaction levels, re-purchase tendency, word-of-mouth communication and its structure (positive or negative), seeing liable for failure, loyalty, replacement, and emotional response against service failures and improvements are seen between different cultures. The authors expect this study to provide clues to service marketing applications and future studies about the effect of culture.

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