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.

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.

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.

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.

scholarly journals Busting Myths of Electronic Word of Mouth: The Relationship between Customer Ratings and the Sales of Mobile Applications

2015 ◽  
Vol 10 (2) ◽  
pp. 1-18 ◽  
Author(s):  
Sami Hyrynsalmi ◽  
Marko Seppänen ◽  
Leena Aarikka-Stenroos ◽  
Arho Suominen ◽  
Jonna Järveläinen ◽  
...  
Keyword(s):  
Mobile Applications ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
The Relationship

scholarly journals The Effect of Term of Payment on Customer Loyalty with Electronic Word of Mouth as Moderating Variable

2021 ◽  
Vol 3 (2) ◽  
pp. 125-134
Author(s):  
Ufi Rumefi
Keyword(s):  
Customer Loyalty ◽  
Research Method ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Complaint Handling ◽  
Quality Product ◽  
Dependent Variables ◽  
Independent Variable ◽  
The Relationship ◽  
Test Result

This research was conducted to find out and explain the influence of Term of Payment dependent variables on independent variable Customer Loyalty with Electronic Word of Mouth as moderating variable. Samples in this study were customers of UD SUMBER AGUNG which amounted to 37 respondents, the research method used is quantitatively described with a tool SPSS.16 aids, the results of the study showed nillai t sig. the effect of Term of Payment on Customer Loyalty before moderating test of 0.000 is less than 0.05 this means that Term of Payment affects Customer Loyalty before moderating test for percentage of R-Squares effect of Term of Payment on Customer Loyalty of 57.3% the remaining 42.7% is influenced by other variables such as: complaint handling and good quality product. The test result of t. sig variable Term of Payment to Customer Loyalty after moderating with Electronic Word of Mouth as moderating variable is AbsX1_X2 (0.789>0.05) this explains that Electronic Word of Mouth as moderating variable is not able to strengthen the relationship between X to Y.

scholarly journals Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention

2022 ◽  
Vol 6 (1) ◽  
pp. 64-74
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Questionnaire ◽  
Digital Platforms ◽  
The Impact ◽  
The Relationship

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF

The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups

2019 ◽  
pp. 1245-1268
Author(s):  
Tamer Abbas Awad ◽  
Shereen Mohamed Abdel Fatah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Word Of Mouth ◽  
Second Phase ◽  
Electronic Word Of Mouth ◽  
Brand Advocacy ◽  
Start Ups ◽  
The Impact ◽  
The Relationship

Organizations are realizing the importance of social media and social networking sites as a communication channel for their brands. Startups, which are new small ventures, face many challenges to prosper in today's fast-paced economy. This research focuses on the challenge of building brand advocacy against the start-ups' low brand awareness and limited financing capabilities. Brand advocacy is defined as the extent to which consumers recommend the brand to their community. It is mainly characterized by high brand loyalty and strong positive electronic word of mouth. This research aims to explore the drivers of brand advocacy on social media in case of startups. The results of the will serve as the input for the second phase which follows a quantitative approach in which a survey will be undertaken to determine first, the relationship between the variables validated in the first phase and brand advocacy mediated by brand loyalty and electronic word of mouth, and second, test for demographics differences in this relationship.

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.

scholarly journals RESPONSES OF TURKISH CONSUMERS TO PRODUCT RISK INFORMATION IN THE CONTEXT OF NEGATIVE EWOM

2020 ◽  
Vol 21 (6) ◽  
pp. 1593-1609
Author(s):  
Ülfet Işçi ◽  
Hakan Kitapçi
Keyword(s):  
Purchase Intention ◽  
Financial Risk ◽  
Word Of Mouth ◽  
Product Category ◽  
Risk Information ◽  
Electronic Word Of Mouth ◽  
Performance Risk ◽  
Product Risk ◽  
And Performance ◽  
The One

This study explores the risk-based effects of negative electronic word-of-mouth (neWOM) perception (financial and performance risks) on electronic word-of-mouth (eWOM) credibility and purchase intention for promotion- and prevention-focused consumers. In this experimental study, a survey was conducted in which 344 people from Turkey participated. Automobiles were chosen as the subject of the survey because they are in the high-risk product category. The results from regression analysis show that the neWOM perception containing financial risk information plays a more significant role than the one containing performance risk in terms of the effect on eWOM credibility for both promotion- and prevention-focused consumers. Moreover, the neWOM containing performance risk has no effect on the eWOM credibility for promotion-focused consumers. When exposed to neWOM, the purchase intentions of both consumers are even more negatively affected by the neWOM information containing performance risk than the one with financial risk content. The results and future predictions are discussed.

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