scholarly journals Trusting Online Reviews Enhances Intention to Book Online: The Perks of Seeking Information?

2021 ◽  
Vol 12 (2) ◽  
pp. 142-161
Author(s):  
Shafira Rahma Zahidah ◽  
Rokhima Rostiani
Keyword(s):  
Social Media ◽  
Indirect Effect ◽  
Purchase Intention ◽  
Online Reviews ◽  
Factors Affecting ◽  
Media Usage ◽  
Consumer Purchase Intention ◽  
Hotel Booking ◽  
Online Travel ◽  
Online Travel Agencies

Research aims: This study aims to analyze factors affecting consumer intention to book hotels from social media and online travel agencies. Specifically, we examine the direct effects of social media usage and electronic word of mouth (e-WoM) and the indirect effect through the mediation of trust in booking intention.Design/Methodology/Approach: Purposively sampled respondents resulted in 409 responses that met the predefined criteria: aged 18-34, active on their social media accounts, and had accessed online booking sites. Regression with mediating analysis was conducted on valid data.Research findings: Analysis results showed that social media usage and e-WoM had a direct, positive, and significant impact on booking intention. It has also proven to have an indirect effect on consumer booking intention mediated by trust. Social media usage and e-WoM directly affected booking intention and had higher valence when mediated by trust.Theoretical contribution/Originality: Information on social media positively influenced consumer purchase intention on online hotel booking due to its completeness. Further, this study is among the few that applied the e-WOM concept to the hospitality sector.Practitioner/Policy implication: The implication for managers is to improve the online booking management system by increasing promptness in response to reviews, especially the negatives.Research limitation/Implication: This study focused on consumers who have social media accounts and accessed online hotel booking sites, limiting its generalizability.

scholarly journals The intersection of cultural dimensions, social media usage and consumer purchase intention

2019 ◽  
pp. 34-41
Author(s):  
Andrėja Juršė ◽  
Aistė Makackaitė ◽  
Gabija Jakutytė ◽  
Laura Kievišienė
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Purchase Intention ◽  
Cultural Dimensions ◽  
Future Research ◽  
Cultural Backgrounds ◽  
Media Usage ◽  
Cross Cultural Communication ◽  
Consumer Purchase Intention ◽  
Social Media Platforms

The role of social media in today’s life is almost imperative. Social media platforms, such as Facebook, Instagram or Youtube are widely used all over the world. Above all, social media has become a global phenomenon, which has dramatically changed the concept of cross-cultural communication not only between individuals, but also brands and consumers. Varieties of social media platforms provide a new channel to acquire information through peer communication, thus influencing consumer purchase intention. Although diverse cultures have different cultural backgrounds, they affect the acceptance of social media usage. In order to broaden the understanding of this rapidly changing field, this paper provides a framework, based on Hofstede’s dimensions and Technology Acceptance model, for examining the intersection of cultural differences, social media usage and consumer behaviour to set the agenda for future research.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

The role of key online reviews in affecting online hotel booking: an empirical investigation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dong Zhang ◽  
Pengkun Wu ◽  
Chong Wu
Keyword(s):  
Binary Logistic Regression ◽  
Online Reviews ◽  
Limited Attention ◽  
Content Type ◽  
Factors Affecting ◽  
Mediating Role ◽  
Antecedents And Consequences ◽  
Hotel Managers ◽  
Hotel Booking

Purpose The importance of online reviews on online hotel booking has been widely acknowledged. However, not all online reviews affect consumers equally. Compared with common online reviews, key online reviews (KORs) have a greater influence on consumers' decisions and online hotel booking. This study takes the first step to investigate the factors affecting the identification of KORs and the role of KORs in online hotel booking.Design/methodology/approach To test the research hypotheses, this study develops a crawler to obtain 551,600 online reviews of 650 hotels in ten representative large cities in China. This study first uses a binary logistic regression to identify KORs by combining review content quality and reviewer characteristics and then uses a log-regression model to investigate the role of KORs in online hotel booking.Findings This study mined the factors affecting the identification of KORs by analyzing review contents and reviewer characteristics. Our results revealed that KORs play a mediating role in the effects of review content and reviewer characteristics on online hotel booking.Originality/value This study focuses on KORs, which have received limited attention in research but are important to practitioners. Specifically, this study investigates the antecedents and consequences of KORs. Our results enable hotel managers to manage online reviews effectively, particularly KORs.

scholarly journals MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI UNTUK MENINGKATKAN MINAT BELI KONSUMEN

2017 ◽  
Vol 1 (01) ◽  
pp. 25-32
Author(s):  
Deru R Indika ◽  
Cindy Jovita
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Rapid Growth ◽  
Purchase Intention ◽  
Internet Access ◽  
Tourism Industry ◽  
Tourist Destination ◽  
Consumer Purchase Intention ◽  
The Subject ◽  
Use Of Social Media

The speed of internet access and the rapid growth of the smartphone industrymakes it easier for people to get information. In the field of marketing, this affectshow the promotion is done. The use of social media which is actually meansfor social interaction between online individuals becomes commonly used bycompanies as a tool for promotion including in the tourism industry. One of thesocial media that is often used is Instagram, an application that allows users toshare photos and pictures along with short messages with other users. This studydiscussed how Instagram as a social media can affect consumer purchase intentiontoward a tourist destination. The subject of research is Floating Market located inLembang, Bandung, West Java. The results showed that information deliveredthrough Instagram was effective in increasing consumer purchase intention upto 50.2%

Social Media Usage and Adoption

2014 ◽  
pp. 161-180
Author(s):  
Line L. Olsen ◽  
Tor W. Andreassen
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Indirect Effect ◽  
Ease Of Use ◽  
Technology Readiness ◽  
Media Usage ◽  
General Technology

Social media is in vogue, but managers need to know their customers’ social media readiness to help them overcome any resistance to adopting the new benefits that social media offers and to secure customer satisfaction with the services offered through these channels. In this chapter, the authors present findings from two studies. In the first study, general technology readiness is investigated and pockets of users are identified. This study works as a backdrop for the second study, in which consumers’ social media readiness, the construct and its drivers are investigated. Overall, the authors find that customers seem to be ready for social media, as social media readiness has a positive, indirect effect on attitudes toward interaction in social media. Moreover, the effect is mediated through ease of use and usefulness.

Social Media Usage and Adoption

2014 ◽  
pp. 1197-1216
Author(s):  
Line L. Olsen ◽  
Tor W. Andreassen
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Indirect Effect ◽  
Ease Of Use ◽  
Technology Readiness ◽  
Media Usage ◽  
General Technology

Social media is in vogue, but managers need to know their customers' social media readiness to help them overcome any resistance to adopting the new benefits that social media offers and to secure customer satisfaction with the services offered through these channels. In this chapter, the authors present findings from two studies. In the first study, general technology readiness is investigated and pockets of users are identified. This study works as a backdrop for the second study, in which consumers' social media readiness, the construct and its drivers are investigated. Overall, the authors find that customers seem to be ready for social media, as social media readiness has a positive, indirect effect on attitudes toward interaction in social media. Moreover, the effect is mediated through ease of use and usefulness.

Online Video Advertisements' Effect on Purchase Intention

2019 ◽  
pp. 454-471
Author(s):  
Geetika Jain ◽  
Sapna Rakesh ◽  
Kostubh Raman Chaturvedi
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Online Video ◽  
Consumer Purchase Intention ◽  
Social Media Advertising ◽  
Value Model

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

How fashion influencers contribute to consumers' purchase intention

2020 ◽  
Vol 24 (3) ◽  
pp. 361-380 ◽  
Author(s):  
Youssef Chetioui ◽  
Hikma Benlafqih ◽  
Hind Lebdaoui
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Behavioral Control ◽  
Brand Attitude ◽  
Perceived Behavioral Control ◽  
Fashion Industry ◽  
Content Type ◽  
Factors Affecting ◽  
Consumer Purchase Intention ◽  
The Impact

PurposeThis study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.Design/methodology/approachTo achieve this goal, the authors propose a conceptual model that combines the theory of planned behavior (TPB) and theoretical outcomes of prior literature related to influencer marketing. Based on data collected from 610 Moroccan respondents, the authors empirically test the conceptual model using a partial least squares (PLS) estimation.FindingsThis study illustrates that attitudes toward FIs positively impact brand attitude and consumer purchase intention. The authors also demonstrate that perceived credibility, trust, perceived behavioral control, perceived subjective norms, perceived expertise and perceived congruence positively impact attitudes toward FIs.Practical implicationsThe study findings help marketers and advertisers in the fashion industry to understand how influencer marketing contributes to consumer purchase intention. They also allow marketers to understand factors explaining attitudes toward FIs and therefore better select influencers capable of creating purchase intentions among existing and potential customers.Originality/valueThe present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward FIs and consumer purchase intention. To the authors’ knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the fashion industry.

Consumer purchase intention of a cosmetic product after the Fukushima nuclear incident

2018 ◽  
Vol 46 (4) ◽  
pp. 551-561 ◽  
Author(s):  
Jae Hoon Hyun ◽  
Suk Bong Choi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Factors Affecting ◽  
The Public ◽  
Cosmetic Product ◽  
Consumer Purchase Intention ◽  
The Impact

We examined the factors affecting consumer purchase intention of a cosmetic product after the Fukushima nuclear incident and the role of distinctiveness in postcrisis recovery. Through a 2-group experiment and structural equation modeling, we found that the incident did not affect the firm's reputation and brand image but it was perceived as a significant threat to health and product safety that consequently negatively affected purchasing intentions. Findings also showed that high distinctiveness is a valid factor in diminishing the impact of crisis. In particular, a firm's reputation and indirect effects on revenue are least affected by, or even positively related to distinctiveness. We have included discussion of the critical implications for firms around the importance of maintaining desirable relationships with the public as preparation for a crisis and for rapid postcrisis recovery.

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