scholarly journals Investigating the Effectiveness of Received Offline Word of Mouth: Role of Acquired and Ascribed Homophily

2021 ◽  
pp. 231971452110592
Author(s):  
Rahul Chawdhary ◽  
Laura Weber
Keyword(s):  
Word Of Mouth ◽  
Scholarly Research ◽  
Behavioural Intentions ◽  
Ethnic Similarity ◽  
The Relationship ◽  
Status Homophily

This research examines how similarities in educational and ethnic backgrounds (status homophily), between word of mouth (WOM) participants, influences the effectiveness of received offline WOM on the recipient’s behavioural intentions. The educational similarity between individuals is conceptualized as acquired homophily, whereas ethnic similarity is defined as ascribed homophily. This study employs scenario-based experiments, and the results suggest that positive and negative WOM received from homophilous sources is more effective in influencing the recipient’s purchase and WOM re-transmission intentions than recommendations received from heterophilous sources. This research expands the literature about offline WOM and the multidimensional status-homophily construct by providing insights on the differential influence of positive and negative recommendations received from WOM sources similar or dissimilar to the WOM recipients in terms of their educational and ethnic backgrounds. This is important from both the theoretical and practitioner perspective as the recent focus of scholarly research is on understanding the relationship between online homophily and e-WOM at the expense of offline WOM-homophily relationship.

The mediating role of visitor satisfaction in the relationship between museum experience and word of mouth: evidence from Italy

2020 ◽  
Vol 33 (1) ◽  
pp. 141-162
Author(s):  
Massimiliano Vesci ◽  
Emanuela Conti ◽  
Chiara Rossato ◽  
Paola Castellani
Keyword(s):  
Word Of Mouth ◽  
Art Museum ◽  
Content Type ◽  
Behavioural Intentions ◽  
Mediating Role ◽  
Visitor Satisfaction ◽  
Museum Experience ◽  
Italian Art ◽  
The Relationship

PurposeThis paper aims to analyse the quality of experience in the Italian art museum context and to understand the mediating role of satisfaction between museum experiences and visitors' word-of-mouth (WOM) behavioural intentions.Design/methodology/approachThis exploratory study adopted a quantitative methodology. Visitors to Italian art museums were interviewed, and the results were examined using exploratory factor analysis and regression analysis.FindingsThe analysis shows that the following museum experience dimensions were present in the Italian art museum context: aesthetics, escapism and “edumotion”. Further, these dimensions positively affected visitors' overall satisfaction which mediates on WOM behavioural intentions.Research limitations/implicationsThe small sample limits the generalisability of findings, and further research on the topic is recommended.Practical implicationsMuseums should allocate resources to improve visitor experience, visitor satisfaction and museum attractions. Specifically, museum managers should invest in the three dimensions that emerged from this study.Originality/valueThis study enriches the empirical evidence on experiential marketing in the museum context by focussing on the mediating role of overall satisfaction in the relationship between museum experience and WOM behaviours. To the best of the authors' knowledge, this is the first study investigating this phenomenon in Italian museums.

Social class and envy among Chinese undergraduates: Victim justice sensitivity as a mediator

2020 ◽  
Vol 48 (6) ◽  
pp. 1-9
Author(s):  
You-Juan Hong ◽  
Rong-Mao Lin ◽  
Rong Lian
Keyword(s):  
Social Class ◽  
Negative Emotion ◽  
Social Hierarchy ◽  
Scholarly Research ◽  
Justice Sensitivity ◽  
Lower Social Class ◽  
Subjective Social Class ◽  
The Relationship ◽  
Chinese Undergraduates

We examined the relationship between social class and envy, and the role of victim justice sensitivity in this relationship among a group of 1,405 Chinese undergraduates. The students completed measures of subjective social class, victim justice sensitivity, and dispositional envy. The results show that a lower social class was significantly and negatively related to envy and victim justice sensitivity, whereas victim justice sensitivity was significantly and positively related to envy. As predicted, a lower social class was very closely correlated with envy. In addition, individuals with a lower (vs. higher) social class had a greater tendency toward victim justice sensitivity, which, in turn, increased their envy. Overall, our results advance scholarly research on the psychology of social hierarchy by clarifying the relationship between social class and the negative emotion of envy.

Digital cause-related marketing campaigns

2020 ◽  
Vol 12 (1) ◽  
pp. 63-78
Author(s):  
Meenakshi Handa ◽  
Shruti Gupta
Keyword(s):  
Word Of Mouth ◽  
Consumer Participation ◽  
Customer Engagement ◽  
Positive Word ◽  
Bottom Line ◽  
Content Type ◽  
Behavioural Intentions ◽  
Cause Related Marketing ◽  
Positive Word Of Mouth ◽  
The Relationship

Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.

Fulfillment of Sport Spectator Motives: The Mediation Effect of Well-Being

2013 ◽  
Vol 41 (9) ◽  
pp. 1421-1433 ◽  
Author(s):  
TzuShuo Ryan Wang ◽  
Sophia D. Min ◽  
Suk Kyu Kim
Keyword(s):  
Word Of Mouth ◽  
Well Being ◽  
Mediation Effect ◽  
Future Research ◽  
Research Directions ◽  
Revisit Intention ◽  
Future Research Directions ◽  
Sport Spectator ◽  
The Relationship

Spectator motives have been conventionally used to explain sport spectator behavior, such as word-of-mouth recommendations and revisit intention. A review of the literature suggests that the predictability of spectator motives is both inconsistent and context dependent. We proposed that these factors can be reconciled by directly examining the role of spectator well-being in the relationship between spectator motives and repatronage behavior. Our findings revealed that spectator well-being significantly mediates the effects of 5 motives, that is, achievement, aesthetics, knowledge, family, and escape, on sport spectator revisit intention and word-of-mouth recommendations. Future research directions are also discussed.

scholarly journals The Relationship between Word-of-Mouth, Satisfaction, Trust and Loyalty in Herbal Medicine Industry

2021 ◽  
Author(s):  
Peter Kwasi Oppong ◽  
Adelaide Gyawu ◽  
Clementina Araba Yawson
Keyword(s):  
Herbal Medicine ◽  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Brand Management ◽  
Systematic Sampling ◽  
Brand Trust ◽  
The Impact ◽  
The Relationship

Favourable word-of-mouth, customer satisfaction and trust are essential elements for strengthening customer brand loyalty to gain a sustainable advantage in a competitive market. However, there is a relative scarcity of research on the impact of word-of-mouth and customer satisfaction on brand loyalty through the mediated role of brand trust in the herbal medicine market. Consequently, this research aimed to assess the impact of word-of-mouth and customer satisfaction on loyalty through the mediating role of trust in the herbal medicine market. A survey questionnaire was utilised to obtain empirical data from a sample of 265 customers through systematic sampling strategy. Covariance-based structural equation modelling was employed to examine the hypotheses formulated to achieve the aim of the study. The research established that positive word-of-mouth, satisfaction, and trust significantly impact loyalty in the herbal medicine market. More importantly, the research indicated that the customers` trust partially mediated the impact of word-of-mouth and customer satisfaction on loyalty in the herbal medicine market. Hence, this research contributes to advancing the extant brand management literature by establishing the intervening role of trust in the relationship between word-of-mouth, satisfaction and loyalty in the herbal medicine market. This research further provides a reference point to encourage the practitioners to develop and track the customers` word-of-mouth, satisfaction and brand trust to enhance loyalty in the industry.

scholarly journals How to Form Behavioral Intentions in the Field of Drone Food Delivery Services: The Moderating Role of the COVID-19 Outbreak

2020 ◽  
Vol 17 (23) ◽  
pp. 9117
Author(s):  
Jinsoo Hwang ◽  
Dohyung Kim ◽  
Jinkyung Jenny Kim
Keyword(s):  
Willingness To Pay ◽  
Behavioral Intentions ◽  
Positive Relationship ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Food Delivery ◽  
Delivery Services ◽  
The Relationship ◽  
Moderating Role

This study was designed to identify the significance of drone food delivery services using the moderating role of the outbreak of COVID-19. More specifically, this study proposed that there is a positive relationship between the overall image and the desire. Additionally, it was hypothesized that the desire helps to enhance two types of behavioral intentions, which included word-of-mouth intentions and the willingness to pay more. Lastly, the moderating role of the outbreak of COVID-19 was proposed during this process. Six hypotheses were tested that used 335 samples before the outbreak of COVID-19, and 343 samples were used after the outbreak of COVID-19 in South Korea. The data analysis results indicated that the overall image has a positive influence on the desire, which in turn positively affects the word-of-mouth intentions and the willingness to pay more. Furthermore, this study identified the important moderating role of the outbreak of COVID-19 in the relationship between the desire and the word-of-mouth intentions.

Understanding the Role of CSR, Chinese Values, and Personality on the Relationship Between Consumers' Choice of Green Hotel and WOM in China

2020 ◽  
pp. 45-59
Author(s):  
Jennifer H. Gao
Keyword(s):  
Word Of Mouth ◽  
Developed Countries ◽  
Future Research ◽  
Chinese Consumers ◽  
Chinese Values ◽  
Green Hotel ◽  
Corporate Social ◽  
The Relationship ◽  
Green Hotels

People have been increasingly aware of environmental protection. The green hotel is quite popular in developed countries, but there is limited research about green hotels in China. This study investigated Chinese consumers' perception toward green hotels, and the factors that influenced their choice of a green hotel, and the factors predicted their word-of-mouth after a purchase experience. Data was collected from 354 respondents. The results revealed that corporate social responsibility, Chinese values, and two personality traits (i.e., responsibility and self-consciousness) were significant predictors of consumers' choice of a green hotel. Word of mouth was also significantly influenced by Chinese values, responsibility, and consumers' choice of a green hotel. Discussion, implications, and future research opportunities were presented.

Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Kashif ◽  
Tulay Korkmaz Devrani ◽  
Aisha Rehman ◽  
Sarminah Samad
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Fashion Brand ◽  
The Relationship ◽  
Brand Hate

PurposeThere is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.Design/methodology/approachThe study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.FindingsAll the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.Practical implicationsThe luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.Originality/valueThe study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.

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