scholarly journals Influencing electronic word-of-mouth communication: getting beyond the skepticism of social media

2017 ◽  
Author(s):  
◽  
Josh Murray
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Word Of Mouth ◽  
Supporting Evidence ◽  
Electronic Word Of Mouth ◽  
Word Of Mouth Communication ◽  
Other Consumers

This study addresses the uneasiness that public relations (PR) professionals are experiencing regarding word-of-month (WOM) communication and the growing phenomenon of electronic WOM. That uneasiness is based on the notion that companies and brands no longer control their message. Instead, consumers, who communicate with other consumers, have seized control. However, this study indicates that companies and brands can retain some control of the message if they properly engage their consumers. While eWOM communication is growing and evolving, this study finds that consumers remain skeptical about eWOM messages. They crave supporting information before deciding how to act or behave. This is where PR professionals come into play. If they can successfully engage their consumers and interact with them through avenues such as social media, they can be effective in influencing eWOM communication. The study finds that persuasive eWOM communication requires supporting evidence. It is the PR professional's responsibility to provide information that can influence the eWOM communication about their product. Several tactics outlined in this study can help PR professionals accomplish this objective.

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

Antecedents, Motivations, and Consequences of Electronic Word-of-Mouth Communication for Consumers

2020 ◽  
pp. 106-132
Author(s):  
Raife Meltem Yetkin Özbük
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Word Of Mouth ◽  
Digital Economy ◽  
Decision Making Process ◽  
Electronic Word Of Mouth ◽  
Comprehensive Understanding ◽  
Word Of Mouth Communication ◽  
Communication Methods ◽  
Share Information

The advent of internet-based technologies and social media has drastically affected how people communicate and share information. Electronic word-of-mouth (E-WOM) communication is one of those communication methods, and it has attracted the attention of scholars because of its effects on the consumer's decision-making process. However, there is a fragmentation of the E-WOM communication literature because of the broad range of platforms and different E-WOM formats. Therefore, the purpose of this chapter is to provide a comprehensive understanding of the antecedents, motivations, and consequences of E-WOM communication for consumers in the digital economy.

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2021 ◽  
pp. 1328-1345
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

The strength of no-tie relationships: Political leaders’ Instagram posts and their followers’ actions and views

First Monday ◽  
2020 ◽  
Author(s):  
John Parmelee ◽  
Nataliya Roman
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Opinion Leadership ◽  
Tie Strength ◽  
Electronic Word Of Mouth ◽  
Political Leaders ◽  
Political Views ◽  
Word Of Mouth Communication ◽  
The Relationship

Drawing on research into electronic word-of-mouth communication, tie strength, and homophily, this study examines the actions of those who follow political leaders on Instagram as well as followers’ perceptions of the influence leaders’ posts have on their political views. The influence of leaders’ posts, as measured by a survey of followers, was also compared with strong-tie sources of opinion leadership, such as friends and family, and weak-tie sources, including co-workers and acquaintances. Findings indicate that posts from leaders whom followers usually agree with are seen as influencing followers’ views more than any other source, which is noteworthy given the nonexistent nature of the relationship. Implications for the study of tie strength on social media are also discussed.

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2018 ◽  
pp. 58-80 ◽  
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

Understanding How Chinese Consumers Engage in Electronic Word-of-Mouth Communication (eWOM) on Social Media

2020 ◽  
Vol 10 (2) ◽  
pp. 31-42
Author(s):  
Yuan Wang
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Opinion Leadership ◽  
Equal Access ◽  
Social Benefits ◽  
Electronic Word Of Mouth ◽  
Chinese Consumers ◽  
Word Of Mouth Communication ◽  
Negative Feelings

Examining a sample of 510 Chinese movie consumers, this study found that social benefits, utilitarian, venting negative feelings, and entertainment are the main reasons that motivate consumers to engage in eWOM activities. In addition, though social media offers consumers an equal access to participate in eWOM communication, people with higher opinion leadership can make better use of ICTs. They showed stronger trust on eWOM information, more willing to seek for and contribute eWOM content, and gratifying more from participating in eWOM activities on social media.

scholarly journals Motif Melakukan Electronic Word of Mouth oleh Konsumen

2018 ◽  
Vol 8 (2) ◽  
pp. 1-13
Author(s):  
Rosmalia Ahmad ◽  
Diah Febrina
Keyword(s):  
Social Media ◽  
New Media ◽  
Word Of Mouth ◽  
Social Benefits ◽  
Electronic Word Of Mouth ◽  
Motivation For Giving ◽  
Word Of Mouth Communication ◽  
Level Of Motivation

Electronic word of mouth communication (eWOM) can reach more consumers through new media such as social media, blog, website, and so forth. The purpose of this study is to determine the level of motivation to perform electronic word of mouth (eWOM) by consumers. This research used electronic word of mouth (eWOM) and the motives for giving electronic word of mouth (eWOM) as a concept. The results show that altruism, social benefits, and venting feeling are considered as the motivation for giving electronic word of mouth (eWOM) by consumers. While self-improvement is a dimension that does not motivate consumers to do electronic word of mouth (eWOM).

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