scholarly journals Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model

2021 ◽  
Vol 12 ◽  
Author(s):  
Yuhuan Xu ◽  
Jianguo Du ◽  
Fakhar Shahzad ◽  
Xingwei Li
Keyword(s):  
Word Of Mouth ◽  
Future Research ◽  
Electronic Word Of Mouth ◽  
Brand Trust ◽  
Online Behavior ◽  
Empirical Examination ◽  
Brand Authenticity ◽  
Brand Development ◽  
Future Research Directions ◽  
The Relationship

Green brands have made considerable strides in recent years; however, their validity has been questioned due to green brand fraud. However, the influence of green brand authenticity on consumer online behavior is still lacking in the e-commerce boom era. This article presents a theoretical framework based on trust and self-determination theory to investigate the influence of green brand authenticity on electronic word-of-mouth (eWOM). The conclusions are drawn from an empirical examination of 292 valid responses. Green brand authenticity influences eWOM intent, which is mediated through brand trust. Self-concept consistency has a moderating effect on the relationship between green brand authenticity and brand trust. The findings paved the way for future green brand development, notably in terms of publicity and promotion. This article also describes its theoretical and management significance, limitations, and future research directions.

Fulfillment of Sport Spectator Motives: The Mediation Effect of Well-Being

2013 ◽  
Vol 41 (9) ◽  
pp. 1421-1433 ◽  
Author(s):  
TzuShuo Ryan Wang ◽  
Sophia D. Min ◽  
Suk Kyu Kim
Keyword(s):  
Word Of Mouth ◽  
Well Being ◽  
Mediation Effect ◽  
Future Research ◽  
Research Directions ◽  
Revisit Intention ◽  
Future Research Directions ◽  
Sport Spectator ◽  
The Relationship

Spectator motives have been conventionally used to explain sport spectator behavior, such as word-of-mouth recommendations and revisit intention. A review of the literature suggests that the predictability of spectator motives is both inconsistent and context dependent. We proposed that these factors can be reconciled by directly examining the role of spectator well-being in the relationship between spectator motives and repatronage behavior. Our findings revealed that spectator well-being significantly mediates the effects of 5 motives, that is, achievement, aesthetics, knowledge, family, and escape, on sport spectator revisit intention and word-of-mouth recommendations. Future research directions are also discussed.

Extending understanding of the internal marketing practice and employee satisfaction relationship: A budget Chinese airline empirical examination

2018 ◽  
Vol 25 (1) ◽  
pp. 88-98 ◽  
Author(s):  
Yu-Ting Huang ◽  
Sharyn Rundle-Thiele ◽  
Yen-Heng Chen
Keyword(s):  
Competitive Advantage ◽  
Employee Satisfaction ◽  
Structural Equation ◽  
Internal Marketing ◽  
Flight Attendants ◽  
Future Research ◽  
Marketing Practice ◽  
Empirical Examination ◽  
Future Research Directions ◽  
The Relationship

Enhanced internal marketing (IM) practice may deliver a competitive advantage for budget airline operators through increased employee satisfaction. This study examines the relationship between IM practice and employee satisfaction in a budget airline setting. A survey was administered to 252 flight attendants to investigate and analyse their perceptions of IM practice and current satisfaction with their employer. Data were analysed via structural equation modelling. The results indicate that IM practice impacted significantly on an employee's satisfaction with the budget airline. The findings suggest IM practice can be used by budget airline managers to deliver increased employee satisfaction, which in turn will enhance competitive advantage. Limitations and future research directions are outlined.

FORUM - Word of Mouse - An Assessment of Electronic Word-of-Mouth Research

2009 ◽  
Vol 51 (3) ◽  
pp. 1-19 ◽  
Author(s):  
Michael Breazeale
Keyword(s):  
Word Of Mouth ◽  
Information Gathering ◽  
Future Research ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Research Directions ◽  
Future Research Directions ◽  
Funnel Technique ◽  
Use Of The Internet ◽  
Published Research

Word-of-mouth (WOM) communication has received a great deal of attention from marketing academics and practitioners alike. Widespread use of the internet for shopping, information gathering and entertainment purposes has changed not only the ways that WOM can be studied and manipulated but also the very nature of the phenomenon. Published research into electronic WOM (eWOM) first appeared in the top-level marketing journals only about ten years ago. Since that time, there has been a great deal of research but no synthesis of the knowledge that would allow one to draw conclusions regarding the evolving nature of WOM and to extend the theory applied to this topic. This paper will address that gap, applying the paradigm funnel technique and will suggest some future research directions.

Influence of type and source of electronic word-of-mouth on consumers' health care-seeking decisions

2020 ◽  
Vol 48 (11) ◽  
pp. 1-9
Author(s):  
Xiaohong Chen ◽  
Ming Chen ◽  
Shih-Heng Yu ◽  
Yinxia Wu ◽  
Anqian Tao
Keyword(s):  
Health Care ◽  
Online Community ◽  
Word Of Mouth ◽  
Medical Advice ◽  
Health Care Seeking ◽  
Electronic Word Of Mouth ◽  
Care Seeking ◽  
Class A ◽  
Tier 3 ◽  
The Relationship

We examined the influence of the type (positive vs. negative) and source (patients' online community vs. general online community) of electronic word-of-mouth (eWOM) on consumers' health care-seeking decisions. Participants in this 2 × 2 between-subjects study comprised 160 patients who had sought medical advice at a large Tier 3, Class A hospital in China in 2019. The results show that negative (vs. positive) eWOM had a greater influence on consumers' health care-seeking decisions, with similar results for the patients' (vs. general) online community. In addition, positive eWOM from the patients' (vs. general) online community had a greater influence on participants' health careseeking decisions but the result was not significant for negative eWOM. Credibility of eWOM also mediated the relationship between eWOM and health care-seeking decision. Practical and theoretical implications are discussed.

scholarly journals Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment

2021 ◽  
Vol 16 (4) ◽  
pp. 992-1007
Author(s):  
Bogdan Anastasiei ◽  
Nicoleta Dospinescu ◽  
Octavian Dospinescu
Keyword(s):  
Latent Variables ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Argument Quality ◽  
Message Type ◽  
Source Expertise ◽  
The One ◽  
Random Groups ◽  
The Relationship ◽  
Adoption Intention

Nowadays, word-of-mouth is a very important component of e-commerce activity because consumers are very sensitive to other people’s opinions. Depending on the companies’ politics, these opinions can be incentivized or non-incentivized. One of the major dilemmas consists in establishing which kind of word-of-mouth has more influence on customers’ perceptions. The purpose of this study is to assess the relationships between perceived argument quality (PAQ) and perceived source expertise (PSE), on the one hand, and electronic word-of-mouth adoption intention on the other hand, for an incentivized message compared to a non-incentivized message. We processed answers from two different random groups by using adapted PAQ and PSE inventories of questions. The constructs, latent variables and items were analyzed in IBM Amos software, and our findings confirm the hypotheses regarding the relationship between the attributes of the message (argument quality and source expertise) and message credibility. Additionally, we found a significant positive relationship between message credibility and electronic word-of-mouth adoption intention. Our research also explores the moderating role of the message type (incentivized vs. non-incentivized) in the relationships above, and we discovered that the message type significantly moderates the relationship between perceived argument quality and credibility, but the type of message does not moderate the relationship between message credibility and eWOM adoption intention.

The Entrepreneurship Educator: Understanding Role Identity

2020 ◽  
pp. 251512742097966
Author(s):  
Birgitte Wraae ◽  
Candida Brush ◽  
Shahrokh Nikou
Keyword(s):  
Role Identity ◽  
Future Research ◽  
Analysis Tool ◽  
Perceptions Of Students ◽  
Significant Research ◽  
Future Research Directions ◽  
The Relationship ◽  
Role Identity Theory ◽  
Depth Interviews

Significant research explores effectiveness of entrepreneurial curriculum, teaching innovations and programs, but less often studied is the role of entrepreneurship educators. The way that the educator sees his or her role relative to the students is of critical importance because this directly influences pedagogy choices, expectations for students and learning outcomes, as well as job satisfaction. While recent studies propose typologies characterizing pedagogical approaches of educators, few of these are based on the data from entrepreneurship educators. Framed within role identity theory, we conducted 13 in–depth interviews to examine how entrepreneurship educators perceive their role. Using the qualitative data analysis tool (NVivo), we analyzed how the relationship between their perceptions of their role and core value orientation is connected to teaching approaches. Results show that these educators view their roles as teacher-focused, network-focused, or student-focused and that these perspectives are associated with different perceptions of students’ role and learning objectives. Further, we find different levels of emphasis on roles and that personal core values are differentially linked to these roles. Implications and future research directions are discussed.

scholarly journals Pengaruh Electronic Word of Mouth dan Brand Experience terhadap Brand Trust (Studi terhadap Pengguna OVO di Jakarta)

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 237
Author(s):  
Karin Charvia ◽  
Rezi Erdiansyah
Keyword(s):  
Data Analysis ◽  
Data Collection ◽  
Significant Influence ◽  
Word Of Mouth ◽  
Brand Experience ◽  
Electronic Word Of Mouth ◽  
Brand Trust ◽  
Analysis Method ◽  
Data Analysis Method ◽  
Dependent Variables

This study aims to determine the effect of electronic word of mouth and brand experience on brand trust of OVO users in Jakarta. Data collection by distributing questionnaires to 100 respondents. The data analysis method in this study uses SEM through the Lisrel 8.70 application. The results showed that there was a significant influence of electronic word of mouth and brand experience on brand trust. Between the two dependent variables, what has a greater influence on brand trust is electronic word of mouth. The conclusion of this research to improve brand trust can be done by improving electronic word of mouth and brand experience.Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan brand experience terhadap brand trust para pengguna OVO di Jakarta. Pengumpulan data dengan melakukan penyebaran kuesioner kepada 100 responden. Metode analisis data dalam penelitian ini menggunakan SEM melalui aplikasi Lisrel 8.70. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan electronic word of mouth dan brand experience terhadap brand trust. Diantara kedua variabel dependen maka yang memiliki pengaruh lebih besar terhadap brand trust adalah electronic word of mouth. Kesimpulan dari penelitian ini untuk meningkatkan brand trust dapat dilakukan dengan cara memperbaiki electronic word of mouth dan brand experience.

scholarly journals The Next Generation

2011 ◽  
pp. 57-78 ◽  
Author(s):  
Agnes Kukulska-Hulme ◽  
Chris Jones
Keyword(s):  
Future Research ◽  
Net Generation ◽  
Educational Systems ◽  
Recent Experience ◽  
Place And Space ◽  
Pedagogical Design ◽  
Design For Learning ◽  
Future Research Directions ◽  
The Relationship

Focusing on intermediate and institutional levels of design for learning, this chapter explores how institutional decisions relate to design, using recent experience at The Open University as a case study. To illuminate the relationship between institutional decisions and learner-focused design, we review and bring together some of the research on learner practices in mobile and networked learning. We take a critical stance in relation to the concept of generation, which has been applied to understanding learners of different ages using terms such as net generation and digital natives. Following on from this, we propose an integrated pedagogical design approach that takes account of learner practices, spaces for learning, and technologies. The chapter also proposes future research directions focused on the changing context for learning, a distinction between place and space and an understanding of how the different levels of educational systems interact with mobile and networked technologies.

Culturally Contingent Electronic Word-of-Mouth Signaling and Screening: A Comparative Study of Product Reviews in the United States and Japan

2018 ◽  
Vol 26 (2) ◽  
pp. 80-102 ◽  
Author(s):  
Hsin-Chen Lin ◽  
Manohar U. Kalwani
Keyword(s):  
Cultural Differences ◽  
Word Of Mouth ◽  
Online Reviews ◽  
Cross Cultural ◽  
Electronic Word Of Mouth ◽  
National Differences ◽  
Relative Product ◽  
Product Sales ◽  
The Relationship ◽  
Over Time

Electronic word of mouth (eWOM) is an important source of influence on consumer decision making, yet little is known about cross-cultural differences in both the occurrence of eWOM and the relationship between eWOM and sales. The authors draw on signaling theory to develop a conceptual model and assess the relationships between country and the occurrence of eWOM, as well as between online ratings and relative product sales according to country. Online reviews and sales rank data for books, CDs, and DVDs were collected from Amazon U.S. and Amazon Japan in 2009 and 2017. Results suggest cross-national differences in both the occurrence of eWOM (eWOM signaling) and the relationship between eWOM and relative product sales (eWOM screening). These national differences appear to change over time: some remain stable, some disappear, and others emerge. The proposed culturally contingent signaling and screening model may be adopted as a framework for future research on cross-cultural eWOM. The results also inform the literature on cultural change by suggesting that cultural differences in eWOM change in nuanced patterns over time.

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