scholarly journals Word Of Mouth Communication as Online Business Promotion

2019 ◽  
Vol 35 (1) ◽  
pp. 211-220
Author(s):  
Anne Ratnasari ◽  
Yusuf Hamdan ◽  
Aan Julia
Keyword(s):  
Data Collection ◽  
Digital Media ◽  
Case Studies ◽  
Business School ◽  
Word Of Mouth ◽  
Learning Systems ◽  
Research Results ◽  
Online Business ◽  
Word Of Mouth Communication

Word of mouth communication can be used to promote products or services. This article is the result of research on “word of mouth” conducted by the Online Business School (SBO) to promote online business. The purpose of this study is to analyze the types and elements of word of mouth communication. This research uses case studies method. Data collection techniques are conducted in the form of observation, interviews, and literature. The research results find the organic and amplified word of mouth used by SBO. Alumni introduced SBO workshops to various parties and SBO actively uploads workshop information in online digital media. Elements of word of the mouth include talkers, selected alumni who have successfully run an online business. Topics include content in online digital media regarding material, learning systems, and mentoring, while tools are media used to promote workshop material on the website, Facebook, and Instagram. Instagram is the main media used because it is suitable for housewife.

scholarly journals THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING

2020 ◽  
Vol 6 (2) ◽  
pp. 45-54
Author(s):  
Suci Sandi Wachyuni ◽  
Tri Kuntoro Priyambodo
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Marketing Activities ◽  
Information Skills ◽  
Word Of Mouth Communication

Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of mouth communication in marketing activities on digital media is one of the most important things in improving the purchasing decision of a product or services. This study aims to analyze the effect of celebrity endorsement on consumer purchase decisions, case studies at Nona Judes Restaurant. Methodology: This research is mixed-method, both qualitative and quantitative. Data collection techniques in this study were interviews and questionnaires that were measured using a Likert scale. The questionnaire was distributed to 100 respondents who were consumers of the Nona Judes restaurant. The data were analyzed using simple linear regression analysis. Main Findings: The results of this study indicate that celebrity endorsement influences product purchase decisions. The contribution of celebrity endorsement variables to product purchase decisions is 25.9%. Researchers concluded that there are several factors considered in selecting endorsers. These factors include big names and experiences, appearance, social media strength of endorsers, and communication skills. Implications: This study is offering suggestions for company management in determining celebrity for product endorsement. The orders of indicators to consider are (1) Power, (2) Credibility, (3) Attraction. Novelty/Originality of this study: This research specifically addresses the role of celebrity endorsement in product purchase decisions in restaurants. This study also produced endorser selection criteria and their indicators, i.e. 1) Power (fame, strengths on social media); 2) Credibility (the truth of information, endorser information skills); 3) Attractiveness (physical appearance, endorser’s characters).

Electronic Word of Mouth (eWOM) Strategies to Manage Innovation and Digital Business Model

2019 ◽  
pp. 41-63
Author(s):  
Anshu Rani ◽  
H. N. Shivaprasad
Keyword(s):  
Digital Media ◽  
Word Of Mouth ◽  
Product Information ◽  
Source Credibility ◽  
Electronic Word Of Mouth ◽  
Research Papers ◽  
Internet Users ◽  
Communication Processes ◽  
Word Of Mouth Communication ◽  
Manage Innovation

In the digital age, consumers have changed their roles from passive receivers of marketing messages to active information suppliers about products through various digital media. The communication between consumers which occurs online is termed electronic word of mouth (eWOM) communication. Electronic word of mouth communication is an integral part of e-commerce. With the exponential growth of internet users and their adoption of eWOM for product information, it has become important to study the factors responsible for the effectiveness of eWOM. This chapter investigates the traditional WOM and eWOM literature to explore its status. A summary of eWOM communication has been presented to summarize prior studies of eWOM which is aligned with basic communication processes. The research papers (literature) have been segregated into eight categories: WOM, eWOM, eWOM impact, source credibility, message characteristics, receiver characteristics, eWOM platform, and response after eWOM adoption. Finally, several strategies are discussed for theoretical and empirical exploration.

scholarly journals Popularity in Social Networks. The Case of Argentine Beekeeping Production Entities

Agriculture ◽  
2021 ◽  
Vol 11 (8) ◽  
pp. 694
Author(s):  
Jimena Andrieu ◽  
Domingo Fernández-Uclés ◽  
Adoración Mozas-Moral ◽  
Enrique Bernal-Jurado
Keyword(s):  
Social Networks ◽  
Word Of Mouth ◽  
Qualitative Comparative Analysis ◽  
Organizational Factors ◽  
Organizational Characteristics ◽  
Analysis Method ◽  
Digital Platforms ◽  
Online Business ◽  
Word Of Mouth Communication

The context of the COVID pandemic has accelerated the pace of the digitalization of society, especially of its business fabric. Among the various applications offered by the Internet, social networking platforms have been identified as powerful tools that organizations have at their disposal for the development of their online business activities. This is due to the closeness and trust generated by word-of-mouth communication. In this context, the aim of this article is to identify which organizational characteristics are directly related to popularity on social networks, measured by the number of followers on these accounts. In order to achieve this objective, the Argentinean beekeeping organizations have been taken as a case study and the fuzzy set Qualitative Comparative Analysis method has been used. The results obtained allow us to validate the different organizational factors which, beyond the use of Facebook itself, lead to better results for the organizations in their social network strategies. These factors include their cooperative nature, localization, environmental sensitivity and presence on other digital platforms.

scholarly journals Communication Model of Indonesian Student Organizations in China through the Indonesian Movement Helps

2020 ◽  
Vol 18 (2) ◽  
pp. 142
Author(s):  
Dani Fadillah ◽  
Uspal Jandevi
Keyword(s):  
Data Analysis ◽  
Data Collection ◽  
Research Method ◽  
Word Of Mouth ◽  
Swot Analysis ◽  
Student Organizations ◽  
Communication Model ◽  
Analysis Techniques ◽  
Word Of Mouth Communication ◽  
Depth Interviews

The Indonesian Movement Helps organization located in China helps Indonesian students while studying in China, but some Indonesian students initially had difficulty communicating with the organization. Many Indonesian students are victims of irresponsible scholarship agents. This research aims to analyze the communication barriers of the Indonesian Movement Helps organization in helping Indonesian students in China. This research method is qualitatively descriptive with data collection techniques through observation and in-depth interviews. Data analysis techniques using SWOT analysis. The results found a communication model of Indonesian student organizations in China through the internalization of the climate and culture of the word of mouth communication in Indonesian Movement Helps. The substance of this research is the communication model of Indonesian student organizations in China through the internalization of climate and culture of the word of mouth communication that can be applied to student organizations in other countries.

scholarly journals Pengaruh Electronic Word Of Mouth (E-Wom) Dan Celebrity Endorsement Terhadap Minat Beli Konsumen

2021 ◽  
Vol 12 (3) ◽  
pp. 431-446
Author(s):  
Handika Wisnu Wardhana ◽  
Zakaria Wahab ◽  
Muchsin Saggaff Shihab ◽  
Yuliani Yuliani
Keyword(s):  
Data Collection ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Celebrity Endorsement ◽  
Probability Sampling ◽  
Research Results ◽  
Data Collection Technique

This study aims to determine and analyze the effect of electronic word of mouth (e-wom) and celebrity endorsement on consumer buying interest in Zalora e-commerce with brand image as a mediating variable. This research includes explanatory research. The population in this study are people in Palembang City who have never shopped at Zalora e-commerce. The number of research respondents was set at 230 respondents and the data collection technique used the Probability Sampling technique. The sample criteria in this study are people in Palembang City who have never shopped at Zalora e-commerce. The results obtained indicate that based on the research results show that celebrity endorsement has no effect on people's buying interest in Zalora e-commerce, Electronic Word of Mouth (E-WoM) variable affects the brand image of Zalora products, Brand image variable affects consumer buying interest Zalora product, Variable Electronic Word of Mouth (E-WoM) affects Purchase Interest with Brand Image as Mediation, Celebrity Endorsement Variable on Purchase Interest with Brand Image as Mediation.

scholarly journals Pengaruh Marketing Public Relation Terhadap Word Of Mouth Communication (Studi Pada Objek Wisata Taman Safari Indonesia Bogor)

2020 ◽  
Vol 1 (1) ◽  
pp. 46-56
Author(s):  
S. Sukmadi ◽  
Maman Usman
Keyword(s):  
Data Collection ◽  
Public Relations ◽  
Word Of Mouth ◽  
Descriptive Analysis ◽  
Public Marketing ◽  
Tourist Attractions ◽  
Word Of Mouth Communication ◽  
The Relationship ◽  
Positive Effect ◽  
Research Type

This research was conducted to .find (1) the application of marketing public relations, (2) communication word of mouth on the attractiveness of Taman Safari Indonesia, (3) the influence of marketing public relations for word of mouth communication. The method used is quantitative with explanatory research type, which explains the causal relationship between the independent variables on the dependent variable through hypothesis testing. This type of research consists of descriptive and verification conducted through data collection in the field Data collection methods used in the form of a questionnaire measuring instrument method research is conducted with a sample of 46 tourists. This study uses a descriptive analysis of the frequency and method of simple linear regression. The results showed that (1) the relationship public marketing undertaken by manager Taman Safari Indonesia has done well, through publications, events, sponsorship, news, speeches, public service and media activity identity, (2) communication word of mouth carried by tourists so that it can help disseminate information on attractions quickly. This study found that the tourist attractions are also provided recommendations, saying positive things and encourage and influence others to visit the attractions are concerned. (3) There is a significant positive effect between marketing and public relations for the communication word of mouth. This indicates a better marketing, Public Relations better than word of mouth communication about the appeal.

scholarly journals Tinjauan Strategi Komunikasi Program Edutainment di Televisi

Koneksi ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 324
Author(s):  
Angel Dinata ◽  
Eko Harry Susanto ◽  
Sudarto Sudarto
Keyword(s):  
Data Collection ◽  
Qualitative Methods ◽  
Case Studies ◽  
Public Service ◽  
Television Station ◽  
Research Results ◽  
Data Collection Methods ◽  
Data Documentation ◽  
Collection Methods ◽  
Research Author

Oh Gitu is one of the Edutainment genre programs that aired on Trans Tv television station. Oh Gitu has a goal to educate while entertaining his audience by choosing hosts from comedians. Information about public service, the production of a product, to the unique information about a culture that is still rarely known by people, is packed lightly by Oh Gitu. But unfortunately after 3 months from its premiere in November 2019, Oh Gitu had to stop airing at the end of February 2020. The purpose of this research is to determine the cause of the program Oh Gitu to stop airing and to know what kind of strategy the team is doing in an effort to attract the audience. In this research authors use qualitative methods of case studies to help achieve research results. Authors use data collection methods from interviews, Internet data observation, and data documentation. The results of this research author found that the edutainment program Oh Gitu stopped airing because more people are interested in pure entertainment program, decreased program rating, and strategy mistakes in promoting the program. And the authors hope, this research can be beneficial for Trans Tv in the future to be able to maximize the impressions and programs that educate for many people.Program Oh Gitu merupakan salah satu program bergenre Edutainment yang tayang di stasiun televisi Trans Tv. Oh Gitu memiliki tujuan untuk mengedukasi sekaligus menghibur penontonnya dengan memilih host dari kalangan komedian. Informasi mulai dari pelayanan umum, produksi suatu produk sampai informasi unik mengenai suatu budaya yang masih jarang diketahui oleh orang, dikemas secara ringan oleh Oh Gitu. Namun sayang setelah 3 bulan dari tayang perdananya bulan November 2019, Oh Gitu harus berhenti tayang pada akhir bulan Februari 2020. Tujuan penelitian ini adalah untuk mengetahui penyebab program Oh Gitu berhenti tayang dan untuk mengetahui strategi seperti apa yang dilakukan oleh tim dalam upaya menarik minat menonton masyarakat. Dalam penelitian ini penulis menggunakan metode kualitatif studi kasus untuk dapat mencapai hasil penelitian. Penulis menggunakan metode pengumpulan data dari hasil wawancara, observasi data internet, dan dokumentasi data. Hasil penelitian ini penulis menemukan bahwa program edutainment Oh Gitu berhenti tayang karena lebih banyak masyarakat yang tertarik dengan program pure entertainment, menurunnya rating tayangan, dan kesalahan strategi dalam mempromosikan program. Dan penulis berharap penelitian ini dapat bermanfaat bagi Trans Tv kedepannya untuk dapat memaksimalkan tayangan dan program yang mengedukasi bagi masyarakat.

Building Web-Analytics system to Measure Perceived Source Credibility in Electronic Word of Mouth Communication

2020 ◽  
Vol 11 (2) ◽  
pp. 1-13
Author(s):  
Shivaprasad H N ◽  
Anshu Rani
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Future Research ◽  
Consumer Attitude ◽  
Electronic Word Of Mouth ◽  
Business Analytics ◽  
Sources Of Information ◽  
Word Of Mouth Communication

Electronic word-of-mouth (eWOM) has become one of the influential sources of information in recent times. However, the emergence of digital media and the huge volume has made it difficult to evaluate its credibility. The main purpose of this article is to determine the factors influencing Electronic word of mouth source credibility for durable products in India. Further, this study examines to what extent business analytics tools are used in the research of eWOM source credibility. The findings suggest that the source trustworthiness and source expertise significantly contribute to eWOM source credibility which further influences the purchase intention, brand awareness, and consumer attitude. The real-time information is not getting captured through business analytics tools. The marketers and practitioners can benefit from this study by understanding phenomenon of the eWOM source credibility and influence on overall consumer behaviour. The study further suggests building an eWOM analytics system and provides future research directions.

scholarly journals PENGARUH EKUITAS MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH UNTUK MENABUNG DI BANK BRI CABANG S. PARMAN BENGKULU

2020 ◽  
Vol 3 (1) ◽  
pp. 41
Author(s):  
Veny Puspita
Keyword(s):  
Data Collection ◽  
Brand Equity ◽  
Quantitative Data ◽  
Qualitative Data ◽  
Word Of Mouth ◽  
Secondary Data ◽  
Research Data ◽  
Data Sources ◽  
Primary Data ◽  
Research Results

The purpose of this study was to determine the composition of brand equity and word of mouth for customer decisions regarding deposit accounts at BRI Bank Parman Bengkulu. The nature of this research is associative. In accordance with the nature of this study, two types of qualitative data and quantitative data. Research data sources: primary data and secondary data. Respondents in this study are those who have savings at Bank BRI Parman Bengkulu. Data collection techniques using a questionnaire and the data obtained were analyzed using. Research Results The brand equity variable and Word of Mouth has influence both partial and simultaneous on the customer's decision to save. It should be like that

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