Influence of Social Media Emotional Word of Mouth on Institutional Investors’ Decisions and Firm Value

2020 ◽  
Vol 66 (2) ◽  
pp. 887-910 ◽  
Author(s):  
Hang Nguyen ◽  
Roger Calantone ◽  
Ranjani Krishnan
Keyword(s):  
Social Media ◽  
Institutional Investors ◽  
Firm Value ◽  
Word Of Mouth ◽  
Emotional Word

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

Techniques of Viral Marketing

2019 ◽  
Vol 118 (6) ◽  
pp. 97-99
Author(s):  
Arockia Jeyasheela A ◽  
Dr.S. Chandramohan
Keyword(s):  
Social Media ◽  
Real Time ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Consumer Perception ◽  
Key Word ◽  
The Right ◽  
A Company

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

SELFIE TOURISM DAN ELECTRONIC WORD OF MOUTH SEBAGAI ANTESEDEN RE-VISIT INTENTION

2019 ◽  
Vol 4 (3) ◽  
pp. 526
Author(s):  
Okki Trinanda ◽  
Astri Yuza Sari
Keyword(s):  
Social Media ◽  
Hypothesis Testing ◽  
Sample Size ◽  
Human Behavior ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Tourist Attractions ◽  
Tourism Management ◽  
West Sumatra ◽  
First Time

<p><em>Research linking selfie behavior and tourism management is very rarely implemented. Selfie behavior is more researched as part of psychology that studies human behavior. This study aims to find out (1) the influence of Selfie Tourism on Electronic Word of Mouth, (2) the influence of Selfie Tourism on Re-Visit Intention, and (3) the influence of Electronic Word of Mouth on Re-Visit Intention. This study uses estimates based on the number of parameters obtained by the sample size of 452 respondents with accidental sampling. Respondents who were included in this study were foreign tourists and domestic tourists who visited the tourism sites in West Sumatra for the first time. While hypothesis testing uses SEM. In this study all relationships between variables were found to be positive and significant. The implication of this study is that tourism managers not only pay attention to aspects of service such as hospitality, cleanliness and so on, but also provide attractive tourist attractions to be photographed and distributed to social media.</em></p><p><em><br /></em></p><p><em>Penelitian yang menghubungkan perilaku selfie dan manajemen pariwisata sangat jarang dilaksanakan. Perilaku selfie lebih banyak diteliti sebagai bagian dari psikologi yang mempelajari perilaku manusia. Penelitian ini bertujuan untuk mengetahui (1) pengaruh Selfie Tourism terhadap Electronic Word of Mouth, (2) pengaruh Selfie Tourism terhadap Re-Visit Intention, dan (3) pengaruh Electronic Word of Mouth pada Re-Visit Intention. Penelitian ini menggunakan jumlah parameter yang diperoleh dengan ukuran sampel 452 responden dengan accidental sampling. Responden yang dikunjungi oleh wisatawan asing dan wisatawan domestik yang mengunjungi situs pariwisata di Sumatera Barat untuk pertama kalinya. Sedangkan pengujian hipotesis menggunakan SEM. Dalam penelitian ini semua hubungan antar variabel ditemukan positif dan signifikan. Implikasi dari penelitian ini adalah bahwa manajer pariwisata tidak hanya memperhatikan layanan dan kebersihan tetapi juga menyediakan media sosial.</em></p>

EXPRESS: Complaint Publicization in Social Media

2021 ◽  
pp. 002224292110021
Author(s):  
Alireza Golmohammadi ◽  
Taha Havakhor ◽  
Dinesh K. Gauri ◽  
Johann Joseph Comprix
Keyword(s):  
Social Media ◽  
Firm Value ◽  
Positive Impact ◽  
Past Research ◽  
Response Strategy ◽  
Specific Response ◽  
Customer Care ◽  
Complaint Handling ◽  
Social Media Platforms ◽  
Firm Responses

Firms are increasingly turning to social media platforms for complaint handling. Past research and practitioners’ reports highlight the benefits of complaint handling on social media, urging firms to provide prompt and detailed responses to complaints. However, little research has explored the possible drawbacks of such practices, especially when responses inadvertently further publicize complaints. Utilizing two unique data sets in a series of observational and quasi-experimental analyses, this research provides the first evidence of complaint publicization in social media, a phenomenon in which firm responses to complaints on popular social media platforms increase the potential public exposure of complaints. This negative effect can outweigh any positive customer care-signaling impact from firm responses. The authors show that a response strategy that engenders a high level of complaint publicization – e.g., providing detailed responses through multiple communication exchanges with a complainant – could negatively impact perceived quality and firm value, diminish the positive impact of a firm’s own posts, and increase the volume of future complaints. Additional analyses reveal that these adverse impacts are stronger for firms that are targeted by retail investors. The authors also uncover specific response strategies and styles that could mitigate these effects.

The Value of Brand Fans during a Crisis: Exploring the Roles of Response Strategy, Source, and Brand Identification

2021 ◽  
pp. 232948842199969
Author(s):  
Hayoung Sally Lim ◽  
Natalie Brown-Devlin
Keyword(s):  
Social Media ◽  
Experimental Design ◽  
Crisis Communication ◽  
Word Of Mouth ◽  
Crisis Response ◽  
Response Strategy ◽  
Brand Identification ◽  
Communication Source ◽  
Practical Implications ◽  
Selection Of

Using a two (crisis response strategy: diminish vs. rebuild) × three (source: brand organization vs. brand executive vs. brand fan) experimental design, this study examines how brand fans (i.e., consumers who identify with a brand) can be prompted to protect a brand’s reputation during crises and how the selection of a crisis spokesperson can influence consumers’ evaluations of the crisis communication. Being buffers for their preferred brands, brand fans are more likely to accept their brand’s crisis response and engage in positive electronic word-of-mouth on social media. Brand fans are more likely to evaluate other brand fan’s social media accounts as a credible crisis communication source, whereas those who are not brand fans are more likely to evaluate brand and/or brand executives as credible. Findings provide theoretical applications in paracrisis literature pertaining to social media but also practical implications for brand managers to strategically utilize brand fans in crisis communication.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

scholarly journals Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Elisa C. Baek ◽  
Matthew Brook O’Donnell ◽  
Christin Scholz ◽  
Rui Pei ◽  
Javier O. Garcia ◽  
...  
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Mental States ◽  
Brain Regions ◽  
Prior Work ◽  
Opinion Change ◽  
Wide Range ◽  
The Mind ◽  
Mentalizing System

AbstractWord of mouth recommendations influence a wide range of choices and behaviors. What takes place in the mind of recommendation receivers that determines whether they will be successfully influenced? Prior work suggests that brain systems implicated in assessing the value of stimuli (i.e., subjective valuation) and understanding others’ mental states (i.e., mentalizing) play key roles. The current study used neuroimaging and natural language classifiers to extend these findings in a naturalistic context and tested the extent to which the two systems work together or independently in responding to social influence. First, we show that in response to text-based social media recommendations, activity in both the brain’s valuation system and mentalizing system was associated with greater likelihood of opinion change. Second, participants were more likely to update their opinions in response to negative, compared to positive, recommendations, with activity in the mentalizing system scaling with the negativity of the recommendations. Third, decreased functional connectivity between valuation and mentalizing systems was associated with opinion change. Results highlight the role of brain regions involved in mentalizing and positive valuation in recommendation propagation, and further show that mentalizing may be particularly key in processing negative recommendations, whereas the valuation system is relevant in evaluating both positive and negative recommendations.

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

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.

FAKTOR-FAKTOR YANG MENDORONG PERILAKU GETOK TULAR DI MEDIA SOSIAL

2018 ◽  
Vol 13 (1) ◽  
pp. 23
Author(s):  
Pramatatya Resindra Widya
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Customer Satisfaction ◽  
Word Of Mouth ◽  
Repurchase Intentions ◽  
Customer Involvement ◽  
Central Java ◽  
Simple Regression Analysis ◽  
Positive Effect

This study aims to examine the role of social media as a means of electronic word of mouth. The variables studied in this study are customer satisfaction and customer involvement as antecedents and repurchase intentions as a consequence variable (Consequences). The sample in this study amounted to 206 respondents spread in Yogyakarta, Central Java, West Java, East Java, Bali, and Ambon with surveys conducted in a connected and unrelated. Hypothesis testing is done by multiple regression analysis and simple regression analysis. The results of this study suggest that in the Indonesian context, customer satisfaction does not affect the act of social media and customer involvement have a positive and significant effect on electronic act of speech through social media. Electronic speech act through social media has a positive effect on repurchase intentions.Keywords: social media, electronic word of mounth, repeat purchase, regression  ABSTRAKPenelitian ini bertujuan untuk menguji peran media sosial sebagai sarana getok tular elektronik. Variabel yang diteliti dalam penelitian ini adalah kepuasan pelanggan dan keterlibatan pelanggan sebagai anteseden dan niat membeli kembali sebagai variabel konsekuensi (Konsekuensi). Sampel dalam penelitian ini berjumlah 206 responden yang tersebar di Yogyakarta, Jawa Tengah, Jawa Barat, Jawa Timur, Bali, dan Ambon dengan survei yang dilakukan secara terhubung dan tidak terkait. Pengujian hipotesis dilakukan dengan analisis regresi berganda dan analisis regresi sederhana. Hasil penelitian ini menunjukkan bahwa dalam konteks Indonesia, kepuasan pelanggan tidak mempengaruhi tindakan media sosial dan keterlibatan pelanggan memiliki pengaruh positif dan signifikan terhadap tindak tutur elektronik melalui media sosial.Kata Kunci: media sosial, getok tular elektronik, pembelian ulang, regresi

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