Third-person effect comparison between US and Chinese social networking website users: implications for online marketing and word-of-mouth communication

2010 ◽  
Vol 3 (3) ◽  
pp. 293 ◽  
Author(s):  
Jie Zhang ◽  
Terry Daugherty
Keyword(s):  
Social Networking ◽  
Word Of Mouth ◽  
Online Marketing ◽  
Third Person Effect ◽  
Third Person ◽  
Word Of Mouth Communication ◽  
Social Networking Website

The Application of Social Networking as a Marketing Platform to Young Adults

2011 ◽  
pp. 184-197
Author(s):  
Justin Henley Beneke
Keyword(s):  
Social Networks ◽  
Young Adults ◽  
Social Network ◽  
Young Adult ◽  
Social Networking ◽  
Word Of Mouth ◽  
Vested Interest ◽  
Symbiotic Relationship ◽  
Annual Basis ◽  
Word Of Mouth Communication

Social networking is often touted as being a prominent application responsible for driving the adoption of residential broadband services. The growth of social networks is phenomenal – in many cases more than doubling in size on an annual basis. This study considers how social networking may be utilized for commercial purposes to spread word-of-mouth communication. The chapter therefore considers the characteristics of young adult social network users, how they behave and interact with other users on such platforms, as well as the manner in which marketers can make the most of this platform without experiencing a consumer backlash. The research suggests that if a symbiotic relationship does indeed exist between broadband proliferation and the adoption of social networking, both have a vested interest in each other’s continued success.

The impact of photographs on the online marketing for tourism: The case of Japanese-style inns

2020 ◽  
Vol 26 (3) ◽  
pp. 354-364 ◽  
Author(s):  
Takamitsu Jimura ◽  
Timothy J Lee
Keyword(s):  
Decision Making ◽  
Social Networking ◽  
Word Of Mouth ◽  
Online Marketing ◽  
Travel Agents ◽  
Social Networking Websites ◽  
Photo Sharing ◽  
Decision Making Processes ◽  
The Impact

This article examines the impact of the use of photographs in online marketing for tourism through a case study based on Japanese-style inns. Nowadays, most Japanese-style inns present photographs of what they think are their key appealing elements on their own social networking and/or video/photo-sharing websites, while guests upload their photographs and write comments on travel or social networking websites and/or on the websites of e-travel agents. Through the medium of ‘netnography’, this research has identified that the photographs presented online by Japanese-style inns can affect decision-making processes of guests and/or expectations in both a positive and a negative way, and e-word of mouth can work together with the photographs to influence prospective guests.

scholarly journals Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry

2017 ◽  
Vol 53 (4) ◽  
pp. 93-114 ◽  
Author(s):  
Bartosz Deszczyński
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Customer Value ◽  
Word Of Mouth ◽  
Online Marketing ◽  
Tourist Industry ◽  
Online Word Of Mouth ◽  
Word Of Mouth Communication ◽  
Industry Representative ◽  
Insight Into

AbstractThe core objective of this paper is to determine the level of online dialogue in social media between the tourist industry leaders and their customers. This study applies sequential explanatory industry-representative comparison with statistical and qualitative analysis of online word-of-mouth communication. Its main finding is that even if online marketing is a hot topic, online channels seem to be neglected by the companies failing to provide real-time dialogue services. This results in the loss of customer attention and engagement and can be linked with overall corporate relationship management immaturity. In addition, the article offers vital insight into customer value creation chain of hotel and tour operators.

The Impact of Digital Word-of-Mouth Communication on Consumer Decision-Making Processes

2018 ◽  
pp. 176-198
Author(s):  
Sabyasachi Dasgupta ◽  
Reema Kothari
Keyword(s):  
Decision Making ◽  
Social Networking ◽  
Social Networking Sites ◽  
Word Of Mouth ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Decision Making Processes ◽  
Fashion Apparel ◽  
Word Of Mouth Communication ◽  
The Impact

This chapter throws light on the impact of digital word-of-mouth on consumer decision making process. The background review for this study elaborates on the growing popularity of social networking sites among users and the necessity for a brand to connect to its existing as well as prospective customers via fashion bloggers and not just through brand owned pages and posts or online ads. Users trust and rely on these fashion bloggers and influencers for their day-to-day intake latest trends, upcoming styles, new brands, and new product offerings. The aim of this research is to find out which is most popular online platform for browsing fashion apparel content and to what extent does digital word-of-mouth impact consumer decision making.

scholarly journals Social Networking Sites As Emerging Communication Avenue For Social Influence Via E-Formity: Insights And Future Perspective In Indian Economy

2021 ◽  
Vol 12 (5) ◽  
pp. 1616-1622
Author(s):  
Dr. Arun Kaushal
Keyword(s):  
Social Influence ◽  
Social Networking ◽  
Social Networking Sites ◽  
User Behavior ◽  
Viral Marketing ◽  
Online Marketing ◽  
Future Perspective ◽  
Business Organizations ◽  
Internet User Behavior ◽  
Word Of Mouth Communication

In rapid changing technological environment, a number of communication tactics are available for marketers of the 21st century that involves several new features including mouth- to- mouth promotion that has taken radical step in the form of social media marketing especially via social networking sites (Ceil, 2019).This new form of marketing is also known as Electronic Word –of- mouth communication (e -WOM) and viral marketing (Roy, Datta, & Mukherjee, 2019). In current paper, an attempt has been made to discuss the hidden insights about significant contributions of social networking sites for social influence in the form of e-formity. In order to proceed for this study, the deep and critical literature review was done by reading the research papers from Jstor, Emerald, Wiley, Taylor and Francis, Science Direct, Elsevier, Google scholar, etc. The information about internet user behavior of top ranked counties will also provide insights and knowledge to researchers or marketing professionals so that online marketing strategies can be cultivated for business organizations accordingly.

E-WOM

2019 ◽  
pp. 311-327
Author(s):  
Esra Güven ◽  
Özlem Işık
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
General Framework ◽  
Word Of Mouth ◽  
Product Information ◽  
Close Contact ◽  
Marketing Channel ◽  
Related Factors ◽  
Online Platforms ◽  
Word Of Mouth Communication

Together with the internet, social networking sites provide the consumers and the companies with a new marketing channel. In these online platforms, people make groups and come together for specific purposes. This new vivid and productive environment attracts the consumers seeking for product information and the companies trying to be in close contact with the customers. So the traditional WOM (word of mouth) has gained a new momentum and transformed into a new form in this online environment, called e-WOM (electronic word of mouth). Setting out from this recent fact, the chapter aims to give a general review of word of mouth communication starting with the traditional word of mouth and then elaborating e-WOM. It tries to tell about what e-WOM is and how it functions in online environments. As well as the definitions and the explanations of e-WOM, the chapter also aims to give the underlying reasons and the related factors during the process of e-WOM communication, thus putting a general framework for the companies and brands about this new marketing communication.

Using Web 2.0 Features on Social Networks for Word-of-Mouth Effects

2014 ◽  
pp. 963-978
Author(s):  
Tan Chee Liang ◽  
Chua Kok Seng ◽  
Kaung Pye Soe
Keyword(s):  
Web 2.0 ◽  
Social Networking ◽  
Word Of Mouth ◽  
Web 2.0 Tools ◽  
Internet Users ◽  
The Social ◽  
The World ◽  
The Uk ◽  
Social Networking Website ◽  
Advertising And Promotion

Over the last few years, social networking has established itself to be a significant trend on the Internet. Together with the existence of social networking, Web 2.0 tools have gained much popularity. Internet users around the world are catching the social networking and Web 2.0 bug. According to a study in the UK, 20 percent of online users were regularly logging onto social networking websites like Facebook, MySpace, Orkut, and Friendster. With the growth in the popularity of social networking and Web 2.0 tools, it is only a matter of time before people and businesses become receptive to the commercial possibilities offered by them. We look at one of the popular social networking website, Facebook, and see how these Web 2.0 tools can actually aid in the advertising and promotion aspects through Word-of-Mouth effects.

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