The moderating role of culture in social media-based spatial imagery, consumer xenocentrism, and word-of-mouth for global virtual teams

This study investigates how culture moderates the interrelationships among social spatial imagery (SSI), consumer xenocentrism (C-XEN), electronic word-of-mouth (eWoM), and overall project performance for global virtual teams (GVTs) in social media networked environments. In a sample of 1240 participants from developed economies (the United States and Italy) versus 1176 from emerging economies (China, India, Colombia, Brazil, and Malaysia), partial least squares structural equation modeling and multigroup analyses were conducted to examine the above social media-based interrelationships. The results indicate that low power distance (PD), individualist, and masculine cultures exert strong and positive relationships between C-XEN and negative eWoM; while high PD, collectivist, and less masculine (or feminine) cultures strengthen positive relationships between xenocentrism and positive eWoM. Further, negative eWoM aids project success for GVTs, while positive eWoM has no impact on project performance for developed and emerging economies. Theoretical and managerial implications for understanding cross-cultural aspects of SSI, C-XEN, eWoM, and GVT project performance in online social networks are discussed.

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Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Journal of Research in Interactive Marketing ◽

10.1108/jrim-04-2020-0072 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Mazzini Muda ◽

Muhammad Iskandar Hamzah

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Source Credibility ◽

Equation Modeling ◽

Content Type ◽

The Social ◽

The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

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Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention

International Journal of Pharmaceutical and Healthcare Marketing ◽

10.1108/ijphm-02-2016-0012 ◽

2016 ◽

Vol 10 (4) ◽

pp. 412-431 ◽

Cited By ~ 15

Author(s):

Tat Huei Cham ◽

Yet Mee Lim ◽

Nai Chiek Aik ◽

Alexander Guan Meng Tay

Keyword(s):

Social Media ◽

Service Quality ◽

Behavioral Intention ◽

Word Of Mouth ◽

Medical Tourism ◽

Brand Image ◽

Equation Modeling ◽

Measurement Scales ◽

Content Type ◽

Perceived Service Quality

Purpose Medical tourism is growing rapidly in the recent years in various Asian countries. The success of the hospitals engaged in medical tourism largely depends on their abilities in maintaining the repeating customers and to attract new customers. Hence, the purpose of this study is to examine the impacts of word-of-mouth and social media on hospital brand image. It also attempts to examine the relationships between brand image, perceived service quality, patient satisfaction and behavioral intention. Design/methodology/approach A questionnaire survey was used to collect data from 386 medical tourists to test the proposed model. All the measurement scales adopted in this study were adapted from the existing literature. The data collected in this study were analyzed using both SPSS and structural equation modeling approach via AMOS. Findings The findings from the structural analysis indicated that both word-of-mouth and hospital-generated social media have a significant impact on brand image. Hospital brand image positively influences medical tourists’ perception of service quality, and their perceived service quality is significantly related to their satisfaction, which in turn, leads to their behavioral intention. Originality/value This study is one of the few studies that considers the importance of hospital’s brand image in influencing medical tourists’ perceptions on the quality of healthcare services that they experienced during their medical trips. This research study also raises the significance of word-of-mouth communication and social media that influence hospitals’ brand image, which has been neglected by many studies.

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Motivations of guests contributing sWOM on social media: a case in Vietnam

Journal of Asian Business and Economic Studies ◽

10.1108/jabes-05-2020-0055 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Le Thi Thanh Ha ◽

Vo Thanh Thu

Keyword(s):

Social Media ◽

Structural Equation ◽

Word Of Mouth ◽

Opinion Leadership ◽

Equation Modeling ◽

Future Research ◽

Content Type ◽

Positive Effects ◽

Marketing Managers ◽

Restaurant Managers

PurposeThis paper examines whether guests contribute sWOM (social word of mouth) on different SNSs (social networking sites) regarding various personal motivations. SNSs have changed the way guests eat and experience their food and dishes. Marketing managers have effectively targeted SNSs as a marketing tool, yet have little research about drivers of guests' sWOM contribution on SNSs has been done. A model including the significant motives: (1) experiences, (2) opinion leadership, (3) reflection of self and (4) need for unique is tested to investigate their positive effects on contribution behavior of social media guests.Design/methodology/approachThe data collected from 411 guests by using the snowball method was used for analysis. The structural equation modeling was applied to examine the relationships among the constructs and test the eight proposed hypotheses.FindingsResults reveal that experiences, opinion leadership, reflection of self and need for unique were positively associated with contributing sWOM of restaurants. Furthermore, those who have positive experiences tend to be opinion leadership and reflection of self. And guests who show reflection of self, they are more likely to have opinion leaders and show need for uniqueness. Our study expands the existing frameworks of sWOM contribution by identifying various motivations and labeling sWOM. Findings provide restaurant managers with managerial implications for online marketing strategies on SNSs to attract sWOM contribution among guests.Research limitations/implicationsIt has some limitations while discovering the motivations of positive sWOM contribution. First, we only focused on the motivation of contributing positive sWOM, while negative sWOM received many arguments in changing attitudes toward buying products or services. Second, we collected data in Vietnam only without comparing with different countries. Future research could explore further cross-cultural perspectives to fill the gap. Third, this study explored sWOM contribution in service environment, sWOM contribution from service context may be slightly different from those of product brands.Practical implicationsThese findings highlight the motivations of sWOM contribution that restaurant managers must recognize and make use of it. SNSs have given power to consumers to post everything at anytime and anywhere they like, therefore restaurant managers need to deeply understand why their consumers contribute sWOM. In digital era, customers and guests have become the ultimate tools for promoting product or service brands. The marketing managers should create an online platform in order to facilitate their consumers to discuss their brand frequently (Charu et al., 2018). Restaurants should have policies to push positive eWOM maximally and also reduce advertising costs.Originality/valueThis is one of the first studies on sWOM contribution of what motivate guests to contribute their sWOM on SNSs. Theoretically, this study offers deep insights into the links between various motivations and sWOM in foodservice context. Managerially, understanding these motivations allow marketing managers create effective policies that motivate guests to contribute positive word of mouth.

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The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers

International Journal of Data and Network Science ◽

10.5267/j.ijdns.2021.6.011 ◽

2021 ◽

pp. 231-238

Author(s):

Oscarius Yudhi Ari Wijayaa ◽

Sulistiyanib Sulistiyanib ◽

Juliani Pudjowatic ◽

Theresia Siwi kartikawatid ◽

Ninik Kurniasih ◽

...

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Purchase Intentions ◽

Social Media Marketing ◽

Equation Modeling ◽

Snowball Sampling ◽

Sampling System ◽

System Data

The purpose of this study is to analyze the effect of customization purchase intention of Smartphones, entertainment, interaction, social media marketing, trendiness, and Word-of-Mouth on purchase intention of Smartphones. The study uses a quantitative method by distributing online questionnaires to 217 consumers in Banten Indonesia and the method of distributing questionnaires is a snowball sampling system. Data processing and testing of hypotheses and models in this study are based on Structural Equation Modeling (SEM). The research has benefits in increasing knowledge and information for companies about the importance of brand awareness through increasing influencing factors such as social media marketing and word of mouth. Based on the results of SmartPLS analysis, Interaction, Word-of-Mouth, Social media marketing, Entertainment and Trendiness have insignificant effects on purchase intentions of Smartphones while Customization has significant effects on purchase intentions of Smartphones during.

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Are social media bad for your employees? : effects of at-work break activities on recovery experiences, job satisfaction, and life satisfaction

10.32469/10355/70020 ◽

2019 ◽

Author(s):

◽

Yi-Sung Cheng

Keyword(s):

Job Satisfaction ◽

Social Media ◽

Life Satisfaction ◽

Structural Equation ◽

Positive Impact ◽

Job Demands ◽

The United States ◽

Equation Modeling ◽

Recovery Experiences ◽

Antecedents And Consequences

Despite the alleged importance of work breaks, little is known about antecedents and consequences of social media break activities besides non-social media break activities. Since individuals use social media to contact friends and families, find information, and be entertained, this study theorized that engaging in social media break activities while at work can help employees to experience psychological detachment and relaxation during work hours. The purpose of this study was to explore this growingly popular topic of social media use at work by focusing on job demands that may explain why employees perceive social media are vital for them at work. Further, this study seeks to understand when and how employees use social media at work to experience recovery, which, in turn, increases their job satisfaction and life satisfaction. Questionnaires were collected from current hospitality non-managerial and managerial employees in the United States. Structural equation modeling was employed to analyze data. Results of the study confirm that at-work break activities including social and non-social media break activities can be a channel for employees to experience recovery and deal with job demands. Moreover, the results suggest that when employees reported their perceptions of recovery experiences, positive perceptions had a positive impact on job satisfaction and life satisfaction. The findings also indicate that employees who are happy at work have a high life satisfaction. The results fill an empirical gap in the theoretical literature on at-work break activities and recovery. This study offers further insight and empirical evidence about the positive outcomes of both social and non-social media break activities to researchers, practitioners, and human resource professionals.

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Social Commerce Marketing Activities Participation Among University Level Students in Pakistan

Journal of Business & Tourism ◽

10.34260/jbt.v5i2.146 ◽

2021 ◽

Vol 5 (2) ◽

pp. 147-154

Author(s):

Muhammad Irfan ◽

Hamid Ullah

Keyword(s):

Social Media ◽

Word Of Mouth ◽

Equation Modeling ◽

Social Commerce ◽

Information Communication ◽

Latent Construct ◽

Structure Equation Modeling ◽

Marketing Activities ◽

University Level ◽

The Relationship

We live in the era of information communication society, where people are connected more than ever. Social media is becoming most trustable tool after word of mouth. The aim of this study was to examine participation of university level students in social marketing activities. The sample consisted of total 281 students, determined by circumstantial method. Questionnaire developed by the work of using the research of Korkmaz (2013), was used as data collection tools. Significant level was accepted as p<0.05 in statistical analysis. Independent t test, and structure equation modeling were used to assess the relationship among latent construct. Consequently, significant

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Brand’s Cool Dimension Effect on Customer Satisfaction and Its Implication to Visual E-WoM

International Journal of New Media Technology ◽

10.31937/ijnmt.v6i2.1224 ◽

2020 ◽

Vol 6 (2) ◽

pp. 81-86

Author(s):

Trihadi Pudiawan Erhan ◽

Purnamaningsih Purnamaningsih ◽

Nosica Rizkalla

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Customer Satisfaction ◽

Significant Influence ◽

Structural Equation ◽

Word Of Mouth ◽

Primary Source ◽

The Other ◽

Equation Modeling ◽

Source Of Information

As Word of Mouth (WOM) progress as one of the most potent marketing instruments, millennials are a vital contributor to the growth of eWOM. Considering how powerful eWOM is and the significance of millennials as the generation that derives the transformation of eWOM as the primary source of information for the customer, it is important to know the variables that drive millennial customers desire to provide information about product and service through their own social media account. This study then employed structural equation modeling to analyze the data. This study finds that out of the two, cool factors only hedonic cool is proven to have a positive and significant influence on customer satisfaction. The other finding is that active Visual eWOM activity of customer are positively influenced by customer satisfaction.

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PENGARUH PACKAGING, SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN BUSANA BRAND LOKAL [THE EFFECT OF PACKAGING, SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS ON LOCAL BRAND FASHION]

DeReMa (Development Research of Management) Jurnal Manajemen ◽

10.19166/derema.v15i2.2445 ◽

2020 ◽

Vol 15 (2) ◽

pp. 244

Author(s):

Theophilus Alpha Kristiawan ◽

Keni Keni

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Least Squares ◽

Partial Least Squares ◽

Structural Equation ◽

Word Of Mouth ◽

Social Media Marketing ◽

Equation Modeling ◽

Electronic Word Of Mouth ◽

Purchasing Decisions

This research aims to verify effect of packaging, social media marketing and electronic word of mouth (eWOM) on purchasing decisions. The sample in this research was 236 consumers of local brand clothing in DKI Jakarta province, who uses social media. Sampling using probability sampling method. Data analysis techniques in this research used the Partial Least Squares - Structural Equation Modeling (PLS - SEM) approach. Based on the results of the analysis, the results obtained if social media marketing and electronic word of mouth have a positive and significant influence on purchasing decisions, while packaging has no positive and insignificant influence. The results of this study can provide information to companies about packaging, social marketing media and EWOM to increase local brand clothing sales. This research is the first study conducted to look at the effect of packaging, social media marketing and EWOM on the decision to purchase local brand clothing.Abstrak dalam Bahasa Indonesia. Penelitian ini bertujuan untuk menguji pengaruh kemasan, pemasaran media sosial dan electronic word of mouth (eWOM) terhadap keputusan pembelian. Sampel pada penelitian ini adalah 236 konsumen busana merek lokal di provinsi DKI Jakarta, yang menggunakan media sosial. Pengambilan sampel menggunakan metode probability sampling. Teknik analisis data pada penelitian ini menggunakan pendekatan Partial Least Squares – Structural Equation Modeling (PLS – SEM). Berdasarkan hasil analisis, diperoleh hasil jika pemasaran media sosial dan electronic word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kemasan tidak memiliki pengaruh positif dan tidak signifikan. Hasil penelitian ini dapat memberikan informasi kepada perusahaan busana merek lokal mengenai kemasan, pemasaran media sosial dan EWOM untuk meningkatkan penjualan busana merek lokal. Penelitian ini merupakan penelitian pertama yang dilakukan untuk melihat pengaruh dari kemasan, pemasaran media sosial dan EWOM pada keputusan pembelian busana merek lokal.

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FENOMENA PENGGUNAAN MEDIA SOSIAL DAN PENGARUH TEMAN SEBAYA PADA GENERASI MILENIAL TERHADAP KEPUTUSAN PEMBELIAN

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v11i2.2950 ◽

2018 ◽

Vol 11 (2) ◽

pp. 275

Author(s):

Wikan Wiridjati ◽

Renny Risqiani Roesman

Keyword(s):

Social Media ◽

Peer Influence ◽

Millennial Generation ◽

Word Of Mouth ◽

Positive Impact ◽

Equation Modeling ◽

Purchase Decision ◽

Electronic Word Of Mouth ◽

Purchasing Decisions ◽

Media Usage

The purpose of this study is to expand research on purchasing decisions by millennial generation. For this purpose, this study empirically examines the influence of social media and peer influence directly on the purchase decision and indirectly through electronic word-of-mouth. The purposive sampling technique was used, the object of this research involves millennial generation with age criteria between 18 years to 35 years. The research is done by spreading questionnaires to 300 people with 75% respond rates. Structural equation modeling was used to examine the proposed model. Social media usage and peer influence have positive impact on purchase decision involvement and electronic word of mouth plays vital mediating role in this context. The result shows there is no significant effects from peer influence to the purchase decision, but there is significant effects from social media usage and electronic word of mouth. The most significant is coming from the electronic word of mouth. Engaging millennial generation consumers with social media campaigns and mobile technology development, such as Facebook ads, pages like ads, or ads on youtube can increase the value of purchasing decisions. Marketers need to pay attention to the mixed effects of using social media and eWOM.

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Understanding the effects of social media use on construction project performance: a project manager's perspective

Engineering Construction & Architectural Management ◽

10.1108/ecam-12-2020-1014 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Guofeng Ma ◽

Shan Jiang ◽

Ding Wang

Keyword(s):

Social Media ◽

Knowledge Acquisition ◽

Structural Equation ◽

Media Use ◽

Construction Project ◽

Project Performance ◽

Project Managers ◽

Equation Modeling ◽

Social Media Use ◽

Content Type

PurposeAlthough social media has been increasingly applied and valued in the construction industry, there has been little evidence revealing the influence mechanism of social media use in the construction context. In this way, this paper aims to explore how different purposes of social media use affect project performance from a project manager's perspective.Design/methodology/approachDrawing on the mechanism–outcome–performance framework, this paper developed a research model to figure out the mechanism through which work-oriented and socialization-oriented social media use influences construction project performance. The empirical data were collected from a survey of 249 construction project managers, and the structural equation modeling technique was applied to test the proposed model.FindingsResults indicate that both work-oriented and socialization-oriented social media use promote knowledge acquisition and project social capital, which both further positively impact the project performance. Additionally, the negative moderating role of information overload is identified on the relationship between social media use and knowledge acquisition.Originality/valueThis study fulfills the need for an in-depth investigation of social media use on construction project performance, contributing to the project management and social media literature. Furthermore, this study provides recommendations for project managers to advance social media applications in the construction domain.

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