scholarly journals The Influence of Recommendations in Social Media on Purchase Intentions of Generations Y and Z

2019 ◽  
Vol 10 (2) ◽  
pp. 227-256
Author(s):  
Rasa Pauliene ◽  
Karina Sedneva
Keyword(s):  
Social Media ◽  
Online Reviews ◽  
Purchase Intentions ◽  
Theoretical Research ◽  
Quantitative And Qualitative Research ◽  
Intention To Purchase ◽  
Research Findings ◽  
Media Habits ◽  
The Impact ◽  
Source Of Information

The aim of this study is to explore how the impact of recommendations in social media on intention to purchase varies between generations Y and Z. The research focuses on two types of online recommendations, namely online reviews and opinion leaders’ recommendations, and e-WOM, which refers to recommendations made by followers. It also aims to examine which of the two types predominates among generations. Based on various studies, a theoretical research model was developed as well as quantitative and qualitative research was employed. The research findings supported the idea that social media recommendations have an influence on purchasing intentions of consumers, however, the main managerial applications of this study are connected with the differences among consumers. Online reviews had been an influential source of information for Generation Y; however, it is losing its influential power towards shaping purchasing intentions. E-WOM is still important, thus brands and retailers are advised to develop and maintain branded communities in social media, encourage their consumers to share feedback not only in social media, but also in rating websites, apps and services. Retailers are advised to segment their target audience very carefully, as differences in generations’ social media habits and information adoption exist.

Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers' Purchase Intentions

2018 ◽  
Vol 8 (4) ◽  
pp. 1-14 ◽  
Author(s):  
Basma El-Sayed El-Baz ◽  
Reham Ibrahim Elseidi ◽  
Aisha Moustafa El-Maniaway
Keyword(s):  
Electronic Communication ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Internet Usage ◽  
Electronic Word Of Mouth ◽  
Alternative Source ◽  
Brand Credibility ◽  
Usage Patterns ◽  
Research Findings ◽  
Source Of Information

Electronic communication has become an essential part of consumers' everyday lives. Consumers rely on the internet as an alternative source of information pertaining to brands that can be accessed easily. As a result, electronic word of mouth (e-WOM) has become a force to be reckoned with that needs to be understood in order to be properly managed. This research investigates how the credibility of the brand as a source of information might be influenced by consumers' engagement in e-WOM and whether this influence subsequently reflects on their purchase intentions. The research findings indicate that indeed there is a relationship between e-WOM and brand credibility that reflects both directly and indirectly on the consumer's purchase intentions. Based on this, several recommendations are developed to help managers navigate their online presence in a way that specifically suits their consumers' internet usage patterns, in order to effectively manage available e-WOM on their brands.

Sharing tourism experiences in social media

2017 ◽  
Vol 29 (1) ◽  
pp. 179-225 ◽  
Author(s):  
Marios D. Sotiriadis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Academic Research ◽  
Online Reviews ◽  
Content Type ◽  
Main Research ◽  
Research Themes ◽  
Consumer Perspective ◽  
Use Of Social Media ◽  
The Impact

Purpose The purpose of this paper is twofold: to perform a synthesis of academic research published between 2009 and 2016 regarding the changes in tourism consumer behavior brought about by the use of social media (SM); and to suggest a set of strategies for tourism businesses to seize opportunities and deal with resulting challenges. Design/methodology/approach A volume of 146 peer-reviewed journal articles were retrieved from two major databases. Content analysis of this academic research has been performed, exploring the effects of online reviews on tourism consumers and providers. Findings The content analysis identified three main research themes that were investigated by scholars and classified into two major categories, namely, consumer perspective and provider perspective: the antecedents (factors motivating and influencing tourists); the influence of online reviews on consumer behaviour; and the impact of these reviews on tourism businesses (providers’ perspective). Research limitations/implications This study is based on a literature review and outcomes reported by previous studies; hence, the suggestions are indicative rather than conclusive. Some publication sources were not included. Practical implications This paper suggests a range of adequate strategies, along with operational actions, formulated for industry practitioners in the fields of management and marketing. Originality/value It provides an update of the state of published academic research into SM and an integrated set of management and marketing strategies for tourism providers in seizing the opportunities and dealing with the challenges raised in a digital context.

scholarly journals Exploring Determinants of Attraction and Helpfulness of Online Product Review: A Consumer Behaviour Perspective

2016 ◽  
Vol 2016 ◽  
pp. 1-19 ◽  
Author(s):  
Xu Chen ◽  
Jie Sheng ◽  
Xiaojun Wang ◽  
Jiangshan Deng
Keyword(s):  
Mixed Method ◽  
Consumer Behaviour ◽  
Online Reviews ◽  
Product Reviews ◽  
Implicit Information ◽  
Online Product Review ◽  
Review Helpfulness ◽  
Research Findings ◽  
The Impact ◽  
Method Approach

To assist filtering and sorting massive review messages, this paper attempts to examine the determinants of review attraction and helpfulness. Our analysis divides consumers’ reading process into “notice stage” and “comprehend stage” and considers the impact of “explicit information” and “implicit information” of review attraction and review helpfulness. 633 online product reviews were collected from Amazon China. A mixed-method approach is employed to test the conceptual model proposed for examining the influencing factors of review attraction and helpfulness. The empirical results show that reviews with negative extremity, more words, and higher reviewer rank easily gain more attraction and reviews with negative extremity, higher reviewer rank, mixed subjective property, and mixed sentiment seem to be more helpful. The research findings provide some important insights, which will help online businesses to encourage consumers to write good quality reviews and take more active actions to maximise the value of online reviews.

scholarly journals The Negative Role of Social Media During the COVID-19 Outbreak

2021 ◽  
Vol 16 (2) ◽  
pp. 219-228
Author(s):  
Harith Yas ◽  
Ahmad Jusoha ◽  
Dalia Streimikieneb ◽  
Abbas Mardania ◽  
Khalil Md Nora ◽  
...  
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Descriptive Statistics ◽  
Study Results ◽  
The World ◽  
Negative Role ◽  
Health Institutions ◽  
The Impact ◽  
Source Of Information

The outbreak of the COVID-19 pandemic has exposed the power of social media in the dissemination of information. The current pandemic has hurt not only social media users but also on state's sustainable development. As a result, the present study seeks to understand the reasons for using social media during the COVID 19 pandemic by screening various topics and assessing the impact of misinformation on social media, primarily psychological and mental effects. The study utilized a quantitative research design. Participants were individuals between the age of twenty and fifty. Data was collected using a questionnaire shared online to the 360 participants. The studies' responses were analyzed using descriptive statistics and the arithmetic percentage method using graphs and figures. The study results revealed that many respondents use social media as a source of information, news, and psychological nourishment. Besides, the results indicated that participants below 50 years of age used social media frequently. Whatsapp, Twitter, and Youtube were the most used social media sites among the participants. The findings indicated that most participants used social media as a source of vital information during the COVID-19 pandemic. The current study recommends that governments and health institutions focus on developing abilities to respond simultaneously to misinformation cases. This study has facilitated more knowledge into the uses of social media in times of health crises. The study acts as a blueprint to prepare the world for managing social media information sharing in the future.

scholarly journals SOCIAL MEDIA – “THE CLASSROOM” OF THE DIGITAL AGE

2018 ◽  
Vol 1 (2) ◽  
pp. 073
Author(s):  
Tatjana Vulić
Keyword(s):  
High School ◽  
Social Media ◽  
High School Students ◽  
Role Models ◽  
School Students ◽  
Frequency Of Use ◽  
The Social ◽  
Research Findings ◽  
Use Of Social Media ◽  
Source Of Information

The goal of this research paper is to examine the frequency of use of social media by high school students in Serbia, as well as whether they use the social media to keep themselves informed and adopt informal knowledge, that is, to educate themselves. With regards to this topic, several research goals were set. The respondents were 155 students from “Prva kragujevačka gimnazija” (transl.: The First High School of Kragujevac) and “Prva tehnička škola” (transl.: The First Technical School) in Kragujevac, from 1st to 4th grade. The sample included 86 boys (55.5%) and 69 girls (44.5%). The questionnaire with 13 items was created specifically for this survey and it included the answer choices for the specific phenomena we investigated. Descriptive statistics was used during this research. Research findings suggest that high school students in Serbia spend more and more time on social media, primarily on Facebook (133 out of 155 respondents) which they also see as a source of information. Moreover, 49% of the respondents claimed that they trust this type of information and find it significant in peer-to-peer communication. Although more than a half of the respondents do not adopt role models and idols through social media, 45% of them still said that they have this tendency. Furthermore, this research has also shown that the largest number of respondents express their personal views on social media, two to three times a week. 

scholarly journals The Impact of Media Advertisement on Consumers Purchasing Behaviour

Patan Pragya ◽  
2020 ◽  
Vol 7 (1) ◽  
pp. 268-278
Author(s):  
Gunja Kumari Sah ◽  
Sangita Karki
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Purchase Behavior ◽  
Purchasing Behavior ◽  
Media Platform ◽  
Purchasing Behaviour ◽  
Media Habits ◽  
The Impact ◽  
The Relationship ◽  
Structured Questionnaire

Marketers spend a massive amount on various media platforms to influence consumer behavior. Advertisement on every media platform has a different component that involves the Consumer for different purposes. Technological innovation has led to changes in Consumer's media habits. Hence, a deeper understanding of advertisements on various media platforms, and their implications on consumer behavior needs to be established. This study aims to examine the relationship between advertisement dimensions such as printing, broadband, outdoor and social media, and consumer purchasing behavior. Data were collected with the help of a structured questionnaire by email and direct interviews with the consumers located in Kathmandu valley. The findings revealed that the advertisement media dimensions had a strong correlation with consumer purchasing behavior. It also indicated that printing, outdoor and social media were statistically significant, and broadband media were found to be statistically insignificant with consumers 'purchase behavior

Care ethics and the responsible management of power and privacy in digitally enhanced disaster response

2020 ◽  
Vol 18 (1) ◽  
pp. 157-174 ◽  
Author(s):  
Paul Hayes ◽  
Damian Jackson
Keyword(s):  
Social Media ◽  
Disaster Management ◽  
Disaster Response ◽  
New Technologies ◽  
Care Ethics ◽  
Ethics Of Care ◽  
Theoretical Research ◽  
Content Type ◽  
Digitally Enhanced ◽  
The Impact

Purpose This paper aims to argue that traditional ethical theories used in disaster response may be inadequate and particularly strained by the emergence of new technologies and social media, particularly with regard to privacy. The paper suggests incorporation of care ethics into the disaster ethics nexus to better include the perspectives of disaster affected communities. Design/methodology/approach This paper presents a theoretical examination of privacy and care ethics in the context of social media/digitally enhanced disaster response. Findings The paper proposes an ethics of care can fruitfully by used by public and private agents in disaster management. Its relational ontology restores the priority of fostering good relationships between stakeholders, thus giving central importance to values such as transparency and trust and the situated knowledge of disaster-affected communities. Research limitations/implications This paper presents theoretical research and is limited by the availability of empirical data. There is opportunity for future research to evaluate the impact of a conscious adoption of an ethics of care by disaster management agents. Practical implications An ethos of care ethics needs to be mainstreamed into disaster management organisations and digital initiatives. Social implications This paper argues that power asymmetry in disaster response renders the public vulnerable to abuse, and that the adoption of care ethics can support disaster management agents in recognising this power imbalance and wielding power responsibly. Originality/value This paper examines the applicability of an alternative ethical framework to novel circumstances.

What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions

2020 ◽  
Vol 29 (5) ◽  
pp. 675-688
Author(s):  
Parker J. Woodroof ◽  
Katharine M. Howie ◽  
Holly A. Syrdal ◽  
Rebecca VanMeter
Keyword(s):  
Social Media ◽  
Purchase Intentions ◽  
Persuasion Knowledge ◽  
Performance Expectations ◽  
Consumer Evaluations ◽  
Content Type ◽  
Light Effects ◽  
Marketing Tool ◽  
Financial Relationship ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance expectations and how those factors ultimately influence purchase intentions. Design/methodology/approach An experiment was conducted with 321 participants recruited from MTurk to test a moderated serial-mediation model. Findings The results indicate that when consumers become cognizant that an influencer’s branded promotional post may have been motivated by an underlying financial relationship, they evaluate the influencer as significantly less transparent if a more ambiguous disclosure is used relative to a clearer disclosure. Transparency perceptions of the influencer impact consumers’ perceptions of product efficacy as well as purchase intentions. Originality/value Social media influencers are rapidly emerging as a popular marketing tool for brand managers, but consumer response to this form of promotion is not well understood. To the best of the authors’ knowledge, this is the first study to investigate how the type of endorsement disclosure used by a social media influencer impacts consumer perception of influencer transparency, product efficacy and purchase intentions. Further, this research demonstrates the applicability of the persuasion knowledge model in the domain of influencer marketing.

The Effect of Social Media Influencer and Brand Image On Online Purchase Intention During The Covid-19 Pandemic

2021 ◽  
Vol 2 (3) ◽  
pp. 163-171
Author(s):  
Feby Eka Vivi Setio Putri ◽  
Monika Tiarawati
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Purchasing Power ◽  
Online Purchase ◽  
Online Consumer ◽  
The Impact

The Covid-19 pandemic that has hit the whole world has caused economic problems. Household consumption or the purchasing power of the Indonesian people fell very deeply. Whereas consumption or people's purchasing power supports 60% of the Indonesian economy. Therefore, the pattern of marketing is changed by doing marketing online. Companies use  social media influencer to advertise their products. This study was conducted to analyze the impact of social media influencers and brand image on online consumer purchase intentions. The criteria for respondents in this study were women aged 18 years and over who followed Tasya Farasya's Instagram and knew about Maybelline products. Partial Least Square (PLS) is used to analyze the respondent's data that has been collected. The results of this study indicate that social media influencers have no positive and significant effect on online purchase intentions. Meanwhile, brand image has a positive and significant effect on online purchase intentions.

scholarly journals The importance of reliable social media information during the COVID-19 pandemic

2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
M Bernardino ◽  
L Bacelar Nicolau
Keyword(s):  
Social Media ◽  
Fold Increase ◽  
The United States ◽  
Social Media Analytics ◽  
Web Based ◽  
Health Crisis ◽  
First Case ◽  
Total Interaction ◽  
The Impact ◽  
Source Of Information

Abstract On December 2019, in Wuhan-China, SARS-Cov2 coronavirus emerged, causing the COVID-19 pandemic, responsible by June 29 2020, for 10.112.754 cases, and 501.562 deaths, in over 213 countries. Our research aims to study the impact of COVID-19 on Facebook and Instagram posting activity, regarding publications with word ‘Coronavirus', their total interaction and source, as well as an analysis of possible fake news A sample of 4.000 posts (3.025 Facebook and 975 Instagram posts) was extracted through a web-based social media analytics tool, over two periods: January 10-February 27 (P1) and 01 May-June 28 (P2). Data were analysed using Microsoft tools. The 2.000 P1 posts generated 77.654.161 interactions - 70% likes, 4% comments and 27% shares. However, the 2.000 P2 posts prompted more than four times engagement, with 330.930.859 interactions - 92% likes, 2% comments and 6% shares. From January to February, likes increased 59%, but comments and shares decreased by 27% and 57%, respectively: users are generally more engaged but at a less profound level. From May to June, likes, comments and shares decreased 41%, 43% and 51%, as users gradually come out of confinement. Certain events boosted engagement: on January 21, as the first case in the United States was announced, 767.280 interactions were reported, a 21-fold increase from the previous day; February 16 was the day with more monthly engagement when the first case in France was announced. January 25, CNN posted the Facebook post with more interactions of the month (2.510.695). On February, the post with most interactions was from Real Madrid Football Club. On P2, the two most popular posts were from The United Nations International Children's Fund Facebook page (May post had 4.153.981 interactions). Social media is nowadays the most used source of information in the world. In a health crisis like the Covid-19 pandemic, quality information is necessary to keep the population calm and informed on the correct steps to take. Key messages Study the impact of the COVID-19 on Facebook and Instagram, regarding the evolution of publications related to word “Coronavirus”. The importance of Social Media during a Health Crisis.

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