scholarly journals Product Seeding: Word-of-Mouth Effects For and Beyond the Focal Product

2017 ◽  
Vol 9 (2) ◽  
pp. 24-29
Author(s):  
Yakov Bart
Keyword(s):  
Word Of Mouth ◽  
Product Information ◽  
Product Category ◽  
Spillover Effects ◽  
Bad News ◽  
Positive Effects ◽  
Target Segment ◽  
Functional Nature ◽  
A Company ◽  
Positive Spillovers

Abstract In a classic seeded WOM marketing campaign, a company sends product samples to a selected group of influencers, and encourages them share the product information and their own opinions with other consumers. Positive effects include more WOM for the focal product in the target segment, but also in additional segments. But there are additional spillover effects on the brand and the product category level and they are negative. More conversations about the focal product reduced the “off-topic” conversations about other brands in the same category as well as other products of the same brand. These negative brand and category spillover effects are stronger when the focal product is of a more functional nature. Marketers tend to consider only positive spillovers to be beneficial for a company, but negative spillovers should not be immediately classified as “bad news.” There are upsides to this effect that managers can use in their favor.

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.

Seeking attention: an eye tracking study of in-store merchandise displays

2015 ◽  
Vol 43 (6) ◽  
pp. 561-574 ◽  
Author(s):  
Patricia Huddleston ◽  
Bridget K. Behe ◽  
Stella Minahan ◽  
R. Thomas Fernandez
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Product Information ◽  
Product Category ◽  
Practical Significance ◽  
Content Type ◽  
First Time ◽  
Tracking Technology

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.

What Happens When a Retailer Drops a Product Category? Investigating the Consequences of Ending Tobacco Sales

2021 ◽  
Author(s):  
Ali Goli ◽  
Pradeep K. Chintagunta
Keyword(s):  
Product Category ◽  
Spillover Effects ◽  
Extensive Margin ◽  
Tobacco Sales ◽  
The Cross

The paper measures the cross-category spillover effects of a retailer changing its assortment at the extensive margin (by dropping an entire category from its portfolio) on the outcomes for its rivals in the industry.

Face Gain and Face Loss in Restaurant Consumers’ Brand Advocate Behaviors

2018 ◽  
Vol 43 (3) ◽  
pp. 395-415 ◽  
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.

scholarly journals Governance under the Gun: Spillover Effects of Hedge Fund Activism*

2018 ◽  
Vol 23 (6) ◽  
pp. 1031-1068 ◽  
Author(s):  
Nickolay Gantchev ◽  
Oleg R Gredil ◽  
Chotibhak Jotikasthira
Keyword(s):  
Hedge Fund ◽  
Spillover Effects ◽  
Threat Perception ◽  
Capital Expenditures ◽  
Return On Assets ◽  
Positive Effects ◽  
Asset Turnover ◽  
Hedge Fund Activism ◽  
And Performance ◽  
Industry Conditions

Abstract Hedge fund activism is associated with improvements in the governance and performance of targeted firms. In this article, we show that these positive effects of activism reach beyond the targets, as nontargeted peers make similar improvements under the threat of activism. Peers with higher threat perception, as measured by director connections to past targets, are more likely to increase leverage and payout, decrease capital expenditures and cash, and improve return on assets and asset turnover. As a result, their valuations improve, and their probability of being targeted declines. Our results are not explained by time-varying industry conditions or competition effects whereby improved targets force their product market rivals to become more competitive.

scholarly journals MENGANALISIS EFEKTIVITAS EWOM PADA CUSTOMER PURCHASE INTENTION DENGAN MENGGUNAKAN SOCIAL NETWORKING OF SMARTPHONE IN BATAM

2021 ◽  
Vol 16 (2) ◽  
pp. 87-95
Author(s):  
Golan Hasan ◽  
Dennis Lim
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Product Information ◽  
Customer Behavior ◽  
Consumer Purchase Intention ◽  
Business Purpose

Social Networking is used by a lot people in this world so they still can connected with their families, friend and customer. Some people used to tell their families or friend what’s their dailies do by putting a picture selfie. The most important part where there’s a people use Social Networking as business purpose like make adversiting for their business without use any capital.The purpose of the study was investigated how far the effect of electric Word Of Mouth (eWOM) inside social networking sites (facebook) on consumer purchase intention through mobile phone.This study produced existing literature of electric Word of Mouth, Value co-creation, and customer behavior in social networking sites and with our search will help marketers to develop a new ways to share their product information on networking sites.

scholarly journals Pengaruh Kualitas Produk, Word of Mouth, dan Store Image terhadap Keputusan Pembelian: Studi pada Pengunjung Toko Amigo Pedan

2020 ◽  
Vol 10 (1) ◽  
pp. 114
Author(s):  
Wita Marantika ◽  
Sarsono Sarsono
Keyword(s):  
Product Quality ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Primary Data ◽  
Store Image ◽  
Purchasing Decisions ◽  
Positive Effects ◽  
Central Java

<p><em>Marketing is the process of selling goods and services that aims to meet and satisfy customer wants. The purpose of this study is to determine the effects of product quality, word of mouth, and store image on purchasing decisions in Amigo Pedan store, Klaten, Central Java, Indonesia. The population in this study is the visitors of Amigo Pedan with a sample of 91 respondents. The sampling technique used in this study was incidental sampling. Primary data was collected using questionnaires. This study used multiple linear regression analysis. The results of this research showed that product quality, word of mouth, and store image have significant and positive effects on purchasing decisions in the store, simultaneously. But, only the word of mouth has a significant effect on customers’ purchasing decisions in the store, partially.</em></p>

Brand Prestige and the Mediating Role of Word of Mouth in the Fast Food Industry

2018 ◽  
Vol 19 (6) ◽  
pp. 1494-1514 ◽  
Author(s):  
Jalal Rajeh Hanaysha ◽  
Richard Jan Pech
Keyword(s):  
Customer Service ◽  
Food Quality ◽  
Physical Environment ◽  
Fast Food ◽  
Word Of Mouth ◽  
Business Environment ◽  
Mediating Effect ◽  
Price Fairness ◽  
Positive Effects ◽  
Brand Prestige

The highly competitive business environment forces firms to differentiate themselves among their competitors in order to ensure their long-term survival and success. Therefore, building a strong brand has become a key priority for many successful firms. This article examines the effect of physical environment, food quality, price fairness and customer service on brand prestige in the restaurant industry. It also aims to provide a significant contribution to existing literature by examining the mediating effect of word of mouth (WOM) between the stated factors and brand prestige. The data in this study were collected using a survey instrument from customers at several international fast-food restaurant brands on the east coast of Malaysia. The collected data were analysed with SPSS using structural equation modelling (SEM). The findings indicated that physical environment, food quality and customer service have significant positive effects on brand prestige, but the effect of price fairness on brand prestige is insignificant. The outcomes also revealed that price fairness, physical environment and customer service have significant positive effects on WOM, whereas customer service is not significantly related to WOM. Finally, the findings reveal that WOM mediates the relationships between all of the stated factors and brand prestige.

scholarly journals Positive interaction between work and home, and psychological availability on women’s work engagement: A “shortitudinal” study

2018 ◽  
Vol 44 ◽  
Author(s):  
Karolina Łaba ◽  
Madelyn Geldenhuys
Keyword(s):  
Work Engagement ◽  
Spillover Effects ◽  
Women's Work ◽  
Positive Interaction ◽  
Daily Work ◽  
Positive Effects ◽  
Women’S Work ◽  
Home Work ◽  
Work Interaction ◽  
Positive Work

Orientation: Women’s work engagement is affected by how well they balance their work and personal life, and their level of confidence in their capability at work.Research purpose: Determine whether women’s daily psychological availability mediates daily positive work-home interaction and daily positive home-work interaction on daily work engagement.Motivation for the study: Research into negative work–home and home–work interaction is in abundance. Limited studies focus on the positive effects on women’s experiences at work (i.e. work engagement). Little is known about women’s psychological availability and how it affects their work. Furthermore, little research provides us insights into the day-level experiences of women at work.Research approach/design and method: A quantitative, shortitudinal design was used. Data analyses accounted for multilevel structure in the data (within-person vs. between-person differences). Female employees (n = 60) from various industries in Gauteng, completed electronic diaries in the form of a survey for 10 consecutive working days.Main findings: Daily psychological availability mediates between daily positive work-home interaction and daily work engagement. Daily positive home-work interaction did not predict daily work engagement, but had a significant effect on daily psychological availability.Practical/managerial implications: Examining systems and structures that promote opportunities for women to become more psychologically available at work impacts their sustainable retention.Contribution/value-add: This study found significant relationships between day-level uses of personal resources and spillover effects of home-work and work-home on day-level work engagement. The study further contributes to the literature on positive work–home and home–work interaction.

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