scholarly journals PENERAPAN ELECTRONIC WORD OF MOUTH (eWOM) DAN PRINSIP KOMUNIKASI DALAM ISLAM

IQTISHODUNA ◽  
2017 ◽  
Vol 13 (1) ◽  
pp. 11-21
Author(s):  
M Fatkhur Rozi
Keyword(s):  
Literature Review ◽  
Word Of Mouth ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Input Process ◽  
Academic Literature ◽  
Classification Framework ◽  
Process Output ◽  
Concept Framework ◽  
Structured Approach

Abstract: This paper attempts to construct eWOM concepts based on input-process-output perspectivesthat produce a framework based on the identification of academic literature. This is based on the developmentof the internet world, e-commerce, and electronic word of mouth (eWOM) that is able to influence consumerbehavior. The approach of this paper uses the literature review method of several journals relevant to thetheme and study of communication principles in Islamic perspective and then discuss the data. The findingsin this paper suggest that eWOM is relatively new. This is considered to be quite representative in theliterature review regarding eWOM. The results of the review also get some research showing the theory thatexplains about eWOM phenomenon. The discussion not only aims to meet the gap in eWOM research butalso produces an overview in analyzing eWOM communication. It can present a structured approach inresearching various literatures and identify existing trends and gaps, aiming to find an overview in research oneWOM. The results can integrate the classification framework that can present the concept framework inother studies.

PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DI MEDIA SOSIAL FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 14 (1) ◽  
pp. 63-76
Author(s):  
Antonio E.L. Nyoko ◽  
Anthonia Debora Dila Semuel
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Test Reliability ◽  
Coefficient Of Determination ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Questionnaire Method ◽  
Word Of Mouth Communication

The development of information technology and the internet is currently developing very widely. This greatly affects the lifestyle of most humans at this time. The internet is an important part of everyday life in terms of accessing existing social media. Changes also occur in WOM (Word Of Mouth) communication. Through e-WOM communication, WOM behavior in social media, consumers can obtain information and exchange opinions about products and services. The purpose of this research is to investigate the effect of e-WOM in social media Facebook towards Purchasing Decision on Muca Cafe Kupang. The variables in this study are the independent variable; e-WOM (Intensity, Valence of Opinion, Content) and the dependent variable; Purchasing Decision. The population in this study were consumers who befriended in social media Facebook with Muca Cafe, with a sample of 100 respondents conducted by purposive sampling method. Data collection techniques in this study using the questionnaire method. The instruments were applied Validity Test, Reliability Test, Classic Assumption Test, and Hypothesis Testing using t-Test and F Test. Data analysis techniques used Descriptive Statistics, Multiple Linear Regression, and Coefficient of Determination. The result of this study indicates e-WOM through social media Facebook has a significant effect on Purchasing Decision. Thus, Muca Café should optimize its social media Facebook to attract many consumers. Keywords: Content, Electronic Word Of Mouth, Intensity, Purchasing Decisions, Valence of Opinion

eWOM Marketing Techniques for Competitive Advantage

2016 ◽  
pp. 28-44 ◽  
Author(s):  
Arijit Bhattacharya
Keyword(s):  
Literature Review ◽  
Competitive Advantage ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Marketing Literature ◽  
Consumption Experience ◽  
Pros And Cons

In today's dynamic marketing world, it is critical to understand the strategic importance of electronic word-of-mouth (eWOM). This chapter discusses the genesis of eWOM from word-of-mouth, difference between the two and what marketing literature says about eWOM's different aspects - both pros and cons. The chapter also tries to explain what motivates consumers to share their consumption experience through eWOM route with the help of literature review. The chapter also discusses present eWOM marketing techniques adopted and also the criticism of eWOM. Lastly, the author points out fields yet to be explored in eWOM research.

scholarly journals Kajian Literatur Efektivitas Electronic Word Of Mouth (E-Wom) Dalam Meningkatkan Minat Beli Konsumen Di Sosial Media

2020 ◽  
Vol 2 (1) ◽  
pp. 31-45
Author(s):  
Yosinta Damayanti
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Word Of Mouth ◽  
Scientific Development ◽  
Electronic Word Of Mouth ◽  
Good Advice ◽  
Support Facility ◽  
Descriptive Qualitative

Today the development of technology is very fast, especially in the field of marketing. One of the proof is the emergence of Electronic Word of Mouth or e-WOM which is the next development of Word of Mouth or WOM. E-WOM is a support facility of businessmen in providing perceptions of good value for customers on social media. E-WOM used as communication in the marketing field on social media is offered to increase consumer buying interest in the products offered. E-WOM contains shared messages by consumers that related to purchases products, and can be used as a medium for delivering information related to products, both in terms of quality, or in terms of service provided by the seller. A lot of the companies have successfully understood the power of electronic word of mouth (e-WOM) on social media, this can be seen from the proliferation of companies offering their products on social media by using e-WOM to provide good advice from the sale of products. The purpose of this research is to provide scientific development and insight related to the effectiveness of Electronic Word of Mouth (e-WOM) in increasing the purchase interest of consumers. The type of research used is descriptive qualitative with the study literature method. Overall, the results of this literature review can conclude that Electronic Word of Mouth (e-WOM) can increase purchase interest of consumers on social media. The results are supported by several studies that show e-WOM can increase purchase interest of the consumer on social media.

Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook

2020 ◽  
pp. 49-68
Author(s):  
Xiang Ying Mei ◽  
Ingrid K. Bagaas ◽  
Erling K. L. Relling
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Service Recovery ◽  
Recovery Process ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Customer Complaints ◽  
The Social ◽  
Positive Effect

Customer complaints are unavoidable in any businesses and how firms handle such complaints will affect the public's perception of the company's brand and reputation. While storytelling is being embraced by an increasing number of companies as a different way to communicate their brand, many customers are now also using storytelling as an approach to voice their unfavourable experiences on the social media in regards to a particular unsatisfactory purchase as part of electronic word-of-mouth (eWOM). Such creative and humorous complaints serve as a way to cut through the clutter in order to gain the company's attention. Those companies that embrace such complaints by responding in an equally humorous and creative manner as part of their service recovery process will manage to recover their customers as well as their employees. As such posts are often shared publicly on the Internet, they may become viral and thus can create great positive effect on the company's reputation. Hence, it is important to empower the employees to recover the services using untraditional responses.

eWOM Marketing in Hospitality Industry

2016 ◽  
pp. 266-280 ◽  
Author(s):  
Saurabh Kumar Dixit
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Word Of Mouth ◽  
The Internet ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Technological Advancement ◽  
Making Choices ◽  
Potential Customers

Due to its intangible nature, hospitality business finds it difficult to market its services. Past customer experiences are one of the best strategies that allow some quantification of the quality of the product. Word of mouth has been a key part of every effective marketing strategy for hospitality businesses. It is widely recognized that word of mouth, both positive and negative, has the potential to influence customer purchase decisions. With the technological advancement, the internet has been widely applied in various areas in the hospitality industry. Social media and the growth of web 2.0 have enabled word of mouth to be shared amongst millions of potential customers, one therefore can argue that electronic word of mouth (eWOM) has been the successor of the traditional word of mouth. Therefore, traditional Word-of-Mouth, which spread from person to person vocally has been replaced gradually by electronic Word-of-Mouth (eWOM). A growing trust on eWOM for making choices about hospitality products prompted the author to work on the present chapter.

Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook

2021 ◽  
pp. 1373-1392
Author(s):  
Xiang Ying Mei ◽  
Ingrid K. Bagaas ◽  
Erling K. L. Relling
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Service Recovery ◽  
Recovery Process ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Customer Complaints ◽  
The Social ◽  
Positive Effect

Customer complaints are unavoidable in any businesses and how firms handle such complaints will affect the public's perception of the company's brand and reputation. While storytelling is being embraced by an increasing number of companies as a different way to communicate their brand, many customers are now also using storytelling as an approach to voice their unfavourable experiences on the social media in regards to a particular unsatisfactory purchase as part of electronic word-of-mouth (eWOM). Such creative and humorous complaints serve as a way to cut through the clutter in order to gain the company's attention. Those companies that embrace such complaints by responding in an equally humorous and creative manner as part of their service recovery process will manage to recover their customers as well as their employees. As such posts are often shared publicly on the Internet, they may become viral and thus can create great positive effect on the company's reputation. Hence, it is important to empower the employees to recover the services using untraditional responses.

The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study

2020 ◽  
Vol 10 (1) ◽  
pp. 66-81
Author(s):  
Mukta Srivastava ◽  
Sreeram Sivaramakrishnan ◽  
Gordhan K. Saini
Keyword(s):  
Digital Media ◽  
Exploratory Study ◽  
Word Of Mouth ◽  
Online Reviews ◽  
Significant Shift ◽  
Electronic Word Of Mouth ◽  
Consumer Engagement ◽  
Classification Framework ◽  
Comprehensive Classification ◽  
The Relationship

There has been a significant shift in the purchase of media by brands in the last decade. Brands have moved from spending money on the ever-present television and print media to the ubiquitous digital media of today. Consumers, however, are wary of marketing communications from companies and prefer reviews and opinions from friends or other consumers. In the new hyperconnected world, they are online reviews (i.e., electronic word-of-mouth or eWOM). Consequently, it has become imperative for marketers to measure and manage eWOM, and several companies today rely on social media command centres (SMCCs) for this. Companies use SMCCs to unearth fans and reveal influencers. The prevalent thinking is that by actively interacting with these influencers, eWOM can be positively impacted, which, in turn, may enhance the engagement of prospective customers with the brand. The present study proposes a model for the relationship between eWOM and consumer engagement (CE). Additionally, it details a comprehensive classification framework of CE and reveals both the experts’ and consumers’ perspectives in this field by adopting a grounded theory–content analysis approach. The findings suggest that eWOM leads to CE.

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