scholarly journals Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media

2019 ◽  
Vol 11 (3) ◽  
pp. 759 ◽  
Author(s):  
Md. Hossain ◽  
Nusrat Jahan ◽  
Yuantao Fang ◽  
Saiful Hoque ◽  
Md. Hossain
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Service Quality ◽  
Online Survey ◽  
Word Of Mouth ◽  
Emerging Market ◽  
Online Communication ◽  
Viral Marketing ◽  
Business Strategies ◽  
Electronic Word Of Mouth

The purpose of this study was to examine how electronic word-of-mouth (eWOM) communication of Facebook is influenced by social exchanges, social capital, and service quality dimensions. The online survey was conducted with a pre-tested and self-administered questionnaire, and a structural equation model was used to examine the hypothetical relationships. The results of the structural model provide insights into four key antecedents for the effective use of eWOM communication from a social capital and exchange perspective. In particular, reciprocity, tie strength, trust, and interaction service quality significantly and positively influence eWOM communication, demonstrating that social media users engage in online communication when they have a positive perception toward these psychological dimensions. The comprehensive study offers an extended theoretical perspective on eWOM literature for emerging market context and clearly examines the influencing factors of eWOM that remain to be addressed in this context. Since eWOM is widely used in social media to promote viral marketing through its powerful connection and interpersonal relationship-building capabilities, the results of the study have important implications for the practitioners with respect to sustainable advertising and business strategies.

Intended audience and valence of electronic word-of-mouth on social media: a study of Dutch consumers

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gauze Pitipon Kitirattarkarn ◽  
Weiting Tao ◽  
Wan-Hsiu Sunny Tsai
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Online Survey ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Intended Audience ◽  
Content Type ◽  
Self Evaluation ◽  
Holistic Understanding ◽  
Self Construal

PurposeThis study aims to systematically evaluate the psychological factors of independent versus interdependent self-construal, self-evaluation motives of enhancement versus verification, and the mediating role of bridging and bonding social capital on consumers' positive and negative brand-related electronic word-of-mouth (eWOM) sharing with in-group and out-group audiences.Design/methodology/approachThe online survey was conducted with young adult consumers in the Netherlands (N = 322). Multiple regression analysis with PROCESS was used to test the hypotheses.FindingsConsumers with independent self-construal are more likely to share negative eWOM, particularly via social messengers with in-group members. These consumers, however, tend to share positive eWOM on companies' social media accounts that reach out-group audiences including online strangers. Additionally, self-evaluation was the key motivation driving positive eWOM sharing with in-groups, while bridging social capital mediated the effects of self-construal on sharing negative eWOM.Originality/valueThe paper provides a more holistic understanding of the factors impacting the valence and intended audience for eWOM sharing. The findings advance eWOM research by differentiating positive and negative eWOM sharing in the context of intergroup communication.

Investigating “message forwarding behavior” of mobile phone users

First Monday ◽  
2020 ◽  
Author(s):  
Devendra Dilip Potnis ◽  
Bhakti Gala ◽  
Kanchan Deosthali
Keyword(s):  
Social Media ◽  
Mobile Phone ◽  
Real Time ◽  
Mobile Phones ◽  
Online Survey ◽  
Word Of Mouth ◽  
Instant Messaging ◽  
Emotional Responses ◽  
Electronic Word Of Mouth ◽  
Open Coding

In an online survey, 108 mobile phone users in the age bracket of 18 to 21 in India reported their emotional responses to six humorous, warning, and philosophical messages in real time. Using open coding, researchers coded respondents’ sentiments into positive, negative, and neutral categories and traced their effect on (a) the respondents’ intention to forward the messages, which was captured in real time; and, (b) potential recipients of the forwarded messages. Findings inform the research on electronic word-of-mouth on social media-based instant messaging platforms and mobile phones. Implications in terms of identifying and containing the spread of misinformation on social media are discussed.

How social media strategies of nonprofit organizations affect consumer donation intention and word-of-mouth

2017 ◽  
Vol 45 (11) ◽  
pp. 1775-1786 ◽  
Author(s):  
Yi Feng ◽  
Lanying Du ◽  
Qian Ling
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Model ◽  
Electronic Word Of Mouth ◽  
Perceived Trust ◽  
Donation Intention ◽  
Positive Effect

Our purpose in this study was to validate the role of consumers' perceived trust and satisfaction in the internal mechanism of the effect of nonprofit organizations' social media strategies on consumers' donation intention and electronic word-of-mouth. We developed an online survey that was completed by 242 followers of the One Foundation nonprofit organization on social media. Responses were analyzed with a structural equation model. The results showed that both dissemination and interactivity had a significantly positive effect on consumers' perceived trust and satisfaction, which subsequently influenced their donation intention, and electronic word-of-mouth. Disclosure had a positive effect only on trust. Practical implications for managers of nonprofit organizations are discussed.

scholarly journals Effects of SNS Social Capital on E-Service Quality and Sustained Referral Intentions of E-Fitness Apparel: Comparative Body Image Satisfaction Analysis

2019 ◽  
Vol 11 (24) ◽  
pp. 7154 ◽  
Author(s):  
Changhyun Nam ◽  
Jihyeong Son ◽  
Jae-Gu Yu
Keyword(s):  
College Students ◽  
Social Capital ◽  
Social Media ◽  
Body Image ◽  
Service Quality ◽  
Body Satisfaction ◽  
Word Of Mouth ◽  
Body Image Satisfaction ◽  
South Korean ◽  
Apparel Companies

Fitness apparel companies target consumers with easy access to social media (e.g., Facebook, Instagram, and Pinterest). However, fitness apparel companies have struggled to incorporate social interactivity into their marketing strategies due to a lack of knowledge about consumers’ social media behaviors and different country contexts. The purpose of this study was to investigate (1) comparison of college students’ body image satisfaction in both the United States (U.S.) and South Korea and (2) how their body satisfaction influences consumer communication and the sustained referral intentions of fitness apparel in social media. The findings from 1144 survey responses of U.S. and South Korean college students reveal that student body satisfaction differs between the two countries. Body-dissatisfied U.S. and South Korean students with social capital on social networking websites are directly influenced by word-of-mouth regarding online fitness apparel purchases. Furthermore, perceived e-service quality, including website design and website responsiveness, is a significant mediator in both cultures, affecting the word-of-mouth for fitness-related purchases. This study provides evidence for marketers of fitness apparel, particularly e-marketers, to consider the cultural differences in customer preferences and customer body satisfaction, so as to enhance service performance.

Marketing effectiveness of hotel Twitter accounts: the case of Saudi Arabia

2018 ◽  
Vol 9 (1) ◽  
pp. 65-79 ◽  
Author(s):  
Mansour Talal Alansari ◽  
Natalia Velikova ◽  
Tun-Min (Catherine) Jai
Keyword(s):  
Social Media ◽  
Saudi Arabia ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
The Body ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Marketing Effectiveness ◽  
Positive Attitudes

Purpose The purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking intentions and electronic word-of-mouth. The study focuses on Saudi Arabia owing to the widespread use of Twitter in that market. Design/methodology/approach Modifying a previously developed theoretical model on marketing effectiveness of social media, this study empirically tests consumers’ attitudes toward hotel Twitter accounts. Data have been collected via a structured online survey. A confirmatory factor analysis and a structural equation model fit have been used to test the model. Findings When consumers have positive attitudes toward hotel tweets, they have positive attitudes toward the hotel’s Twitter account, which, in turn, improves their attitudes toward the hotel’s brand and results in intent to book and spread electronic word of mouth. Originality/value The study contributes to the body of knowledge about social media marketing effectiveness in the hospitality industry.

scholarly journals The role of electronic word-of-mouth in influencing consumer repurchase intention in social commerce

2020 ◽  
Vol 74 ◽  
pp. 03003 ◽  
Author(s):  
George Lăzăroiu ◽  
Gheorghe H. Popescu ◽  
Elvira Nica
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Word Of Mouth ◽  
Online Reviews ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Repurchase Intention ◽  
Social Commerce ◽  
Internet Users

This research investigates the way consumer repurchase intention in social commerce is shaped by electronic word-of-mouth at global scale. Building our argument by drawing on data collected from Deloitte, eMarketer, MarketingCharts, Marketing Insider Group, McKinsey, Mediakix, Nielsen, Smart Insights, and Statista, we performed analyses and made estimates regarding trusted information sources according to consumers, products/services that Internet users have personally recommended to others, channels through which Internet users would like to receive recommendations from others, leading social media marketing tactics among marketers/media agency professionals, sources that have influenced a recent purchase decision, what are retail digital buyers most concerned about when choosing a social e-commerce platform, important information in online reviews that influence purchase decisions according to Internet users, % of respondents who made a purchase influenced by electronic word-of-mouth channels, leading social media trends that will have the biggest effect on their advertising and marketing strategies, Internet users who agree that online reviews have an important influence on purchase decisions (by age), effective content formats for influencer marketing, and factors that influence whether a product is considered at each stage of the consumer decision journey. The data for this research were collected through an online survey questionnaire and were analyzed via structural equation modeling on a sample of 4,200 respondents.

scholarly journals Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Svetlana Bialkova ◽  
Stephanie Te Paske
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Online Survey ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Socially Responsible ◽  
Content Type ◽  
And Performance ◽  
Corporate Social

PurposeThe purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause proximity and CSR motives are addressed facing the increased demand for transparency and the grown consumers' expectations towards socially responsible brands.Design/methodology/approachOnline survey was developed, based on a profound literature review and a field research we did on the actual social media behaviour of socially responsible brands. Consumers attitudes and behavioural reactions in terms of willingness to participate in a campaign, to spread e-WOM and to purchase were investigated, as a function of CSR motives (value vs performance vs value and performance) and cause proximity (national vs international), respectively, with monologue (study 1) and dialogue communication type (study 2).FindingsCause proximity enhanced the campaign participation, and this effect was pronounced for both, monologue and dialogue type of communication. CSR motives modulated the willingness to spread electronic word-of-mouth, and this holds for both, monologue and dialogue communication. Attitudes and purchase intention were highest when value- and performance-driven motives were communicated, but these effects appeared only when the message was in a dialogue form of communication. Message credibility and CSR motives credibility perception further modulated consumers response.Practical implicationsThe outcomes could be used in developing marketing (communication) strategies leading to values and revenues optimisation.Originality/valueThe results are discussed in a framework of how CSR resonates via social media.

Techniques of Viral Marketing

2019 ◽  
Vol 118 (6) ◽  
pp. 97-99
Author(s):  
Arockia Jeyasheela A ◽  
Dr.S. Chandramohan
Keyword(s):  
Social Media ◽  
Real Time ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Consumer Perception ◽  
Key Word ◽  
The Right ◽  
A Company

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

Sign in / Sign up

Export Citation Format

Share Document