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

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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Chinese brand–individual values congruity and willingness of consumers from other countries to use positive word of mouth

Social Behavior and Personality An International Journal ◽

10.2224/sbp.8899 ◽

2020 ◽

Vol 48 (8) ◽

pp. 1-14

Author(s):

Xi Chen ◽

Qing Fang ◽

Zhenyuan Wang

Keyword(s):

Word Of Mouth ◽

Brand Commitment ◽

Positive Word ◽

Individual Values ◽

Mediating Role ◽

Perceived Values ◽

Word Of Mouth Communication ◽

Positive Word Of Mouth ◽

The Impact ◽

The Relationship

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

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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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Brand love and positive word of mouth: the moderating effects of experience and price

Journal of Product & Brand Management ◽

10.1108/jpbm-03-2015-0834 ◽

2016 ◽

Vol 25 (6) ◽

pp. 527-537 ◽

Cited By ~ 66

Author(s):

Heikki Karjaluoto ◽

Juha Munnukka ◽

Katrine Kiuru

Keyword(s):

Structural Equation ◽

Online Survey ◽

Word Of Mouth ◽

Equation Modeling ◽

Extended Model ◽

Moderating Effects ◽

Brand Love ◽

Content Type ◽

Positive Word Of Mouth ◽

The Relationship

Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

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The Role of Mediation Electronic Word of Mouth (E-WoM) in Relationship Quality of Services and Tourism Products Against Visiting Decisions

Journal of Economics Research and Social Sciences ◽

10.18196/jerss.v5i1.10948 ◽

2021 ◽

Vol 5 (1) ◽

pp. 64-76

Author(s):

Asep Rahmat Taryadi ◽

Muchammad Agung Miftahuddin

Keyword(s):

Service Quality ◽

Structural Equation ◽

Word Of Mouth ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Electronic Word Of Mouth ◽

Mediating Role ◽

The Relationship

The purpose of this study was to analyze the mediating role of electronic word of mouth in the relationship between tourism products and service quality on the decision to visit tourists to Pangandaran Beach. This research is explanatory research, and the data collection is done by distributing questionnaires. The sample in this study amounted to 95 visitors to Pangandaran beach, who were selected using the purposive sampling method. Based on the analysis using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach, the results indicate that service quality and tourism products have a significant positive effect on visiting decisions. However, electronic word of mouth does not mediate the relationship between service quality and tourism products on tourists visiting decisions.

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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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Critical Influences on Responsible Tourism Behavior and the Mediating Role of Ambivalent Emotions

Sustainability ◽

10.3390/su14020886 ◽

2022 ◽

Vol 14 (2) ◽

pp. 886

Author(s):

Hsin-Hui (Sunny) Hu ◽

Yung-Kun Sung

Keyword(s):

Data Analysis ◽

Place Attachment ◽

Structural Equation ◽

Behavioral Model ◽

Equation Modeling ◽

Sustainable Tourism Development ◽

Mediating Role ◽

The Relationship ◽

Responsible Tourism

This research employed a behavioral model to confirm and elucidate the critical influence of place attachment, destination involvement, and ambivalent emotion on responsible tourism behaviors. A total of 415 questionnaires were collected from tourists visiting Penghu Island in Taiwan. Following data analysis using structural equation modeling, the results suggested that place attachment, destination involvement, and ambivalent emotion critically impact responsible tourism behaviors, and that place attachment is negatively related to ambivalent emotion. In addition, ambivalent emotion was found to mediate the relationship between place attachment and responsible tourism behaviors. Finally, implications for the promotion of sustainable tourism development were thoughtfully provided based on these findings.

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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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