scholarly journals MENGANALISIS EFEKTIVITAS EWOM PADA CUSTOMER PURCHASE INTENTION DENGAN MENGGUNAKAN SOCIAL NETWORKING OF SMARTPHONE IN BATAM

2021 ◽  
Vol 16 (2) ◽  
pp. 87-95
Author(s):  
Golan Hasan ◽  
Dennis Lim
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Product Information ◽  
Customer Behavior ◽  
Consumer Purchase Intention ◽  
Business Purpose

Social Networking is used by a lot people in this world so they still can connected with their families, friend and customer. Some people used to tell their families or friend what’s their dailies do by putting a picture selfie. The most important part where there’s a people use Social Networking as business purpose like make adversiting for their business without use any capital.The purpose of the study was investigated how far the effect of electric Word Of Mouth (eWOM) inside social networking sites (facebook) on consumer purchase intention through mobile phone.This study produced existing literature of electric Word of Mouth, Value co-creation, and customer behavior in social networking sites and with our search will help marketers to develop a new ways to share their product information on networking sites.

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

E-WOM

2019 ◽  
pp. 311-327
Author(s):  
Esra Güven ◽  
Özlem Işık
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
General Framework ◽  
Word Of Mouth ◽  
Product Information ◽  
Close Contact ◽  
Marketing Channel ◽  
Related Factors ◽  
Online Platforms ◽  
Word Of Mouth Communication

Together with the internet, social networking sites provide the consumers and the companies with a new marketing channel. In these online platforms, people make groups and come together for specific purposes. This new vivid and productive environment attracts the consumers seeking for product information and the companies trying to be in close contact with the customers. So the traditional WOM (word of mouth) has gained a new momentum and transformed into a new form in this online environment, called e-WOM (electronic word of mouth). Setting out from this recent fact, the chapter aims to give a general review of word of mouth communication starting with the traditional word of mouth and then elaborating e-WOM. It tries to tell about what e-WOM is and how it functions in online environments. As well as the definitions and the explanations of e-WOM, the chapter also aims to give the underlying reasons and the related factors during the process of e-WOM communication, thus putting a general framework for the companies and brands about this new marketing communication.

Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs)

2018 ◽  
Vol 43 (3) ◽  
pp. 245-269 ◽  
Author(s):  
Sambashiva Rao Kunja ◽  
Acharyulu GVRK
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Product Information ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Structured Questionnaire

Purpose The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages of smartphone brands in India. Design/methodology/approach The data were collected using a structured questionnaire from a sample of 762 members from India present in the selected fan pages of smartphone brands in Facebook, and the data were analyzed through structural equation modeling. Findings This empirical study revealed a positive relationship among the three variables and provided new insights after analyzing the collected data. There was clear evidence of VCC being partially mediated by eWOM and purchase intention. Research limitations/implications The perspective of the study was to validate the proposed conceptual model by considering members’ perception of the product, as put forth on Facebook fan pages. The methods used in this study could be adapted to conduct further studies on other social networking sites like Instagram and Twitter. Originality/value The study contributes to the existing literature of eWOM, VCC and consumer behavior in social networking sites, and our findings will help marketers to develop a new method of disseminating product information to and within India through social networking sites.

Network Text Analysis and Sentiment Analysis

2016 ◽  
pp. 137-153
Author(s):  
Veronica Ravaglia ◽  
Luca Zanazzi ◽  
Elvis Mazzoni
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Sentiment Analysis ◽  
Text Analysis ◽  
Social Networking Sites ◽  
Word Of Mouth ◽  
Network Text Analysis ◽  
Online Conversations ◽  
Web Forums

Through Social Media, like social networking sites, wikis, web forums or blogs, people can debate and influence each other. Due to this reason, the analysis of online conversations has been recognized to be relevant to organizations. In the chapter we introduce two strategic tools to monitor and analyze online conversations, Sentiment Text Analysis (STA) and Network Text Analysis (NTA). Finally, we propose one empirical example in which these tools are integrated to analyze Word-of-Mouth regarding products and services in the Digital Marketplace.

Sign in / Sign up

Export Citation Format

Share Document