Electronic Word-of-Mouth (eWOM) and Its Influence on Book Purchasing Decisions

2013 ◽  
pp. 156-172 ◽  
Author(s):  
Angela Lin ◽  
Jonathan Foster
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Source Credibility ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Research Questions ◽  
Online Book ◽  
Selection Of

Electronic word-of-mouth (eWOM) is playing an increasingly influential role in informing consumers’ purchasing decisions. Previously confined to seeking information from a small group of family and friends, consumers are now able via the Internet and social media, to draw on the contributions of a much larger group of other consumers. This chapter presents findings from a content analysis of a selection of book readers’ contributions to the Anobii Digital Bookshelf review site. The research questions guiding this analysis are: do online book reviews influence consumers’ book purchasing decisions? What conditions affect the influence of online book reviews? What are the consequences of online book reviews for consumers’ book purchasing decisions? The evidence from this study suggests that online book reviews play an influential role in the majority of Anobii members’ purchasing decisions; and that the opinions of other readers are sought primarily because of their perceived independence. Findings in relation to the informational and social attributes of book reviews, along with their framing are also presented. The chapter concludes with discussing the implications of the study for the implementation and use of eWOM, including the need to differentiate between different consumer types, being cognizant of the issue of source credibility, and the informational and social attributes that contribute to this, and of possible social and technological biases.

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

scholarly journals Pengaruh Ephemeral Content dan E-WOM terhadap Purchase Intention Millenial Customers pada UMKM Industri Kuliner di Surabaya

2021 ◽  
Vol 19 (2) ◽  
Author(s):  
Santho Vlennery Mettan ◽  
Aldo Hardi Sancoko
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
The Other ◽  
The Internet ◽  
Purchasing Decisions ◽  
Left Behind ◽  
Digital Era ◽  
Other Hand ◽  
Social Media Platforms

Indonesian’s Millennials are estimated to reach 70% of the productive population in 2020-2030 (BPS 2018), who cannot be separated from the internet and social media (Harahap 2017). Due to this fact, (Hsu 2018) and (Benini 2018) claim that millennials are afraid of being left behind by ephemeral content which will disappear within 24 hours so that many social media platforms are equipped with these temporary content features and companies are using temporary content strategies to reach more consumers. SMEs on the other hand have low knowledge of ephemeral content, even though 84% of millennials buy products due to the influence of social media, where ephemeral content lies within (Boen 2016). In the other hand, word-of-mouth has a significant impact on customer purchasing decisions until now. Along with the change to the digital era, word-of-mouth is being accelerated with the help of the internet, it called e-WOM, where many businesses use social media or other online platforms to promote business. The results showed that the two variables of ephemeral content and word-of-mouth with the help of the internet had a significant effect on customer purchase intentions, especially the millennial customer for SMEs in Surabaya City. In the future, by implementing ephemeral content in SMEs media social will increases their customer’s e-WOM.

Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook

2020 ◽  
pp. 49-68
Author(s):  
Xiang Ying Mei ◽  
Ingrid K. Bagaas ◽  
Erling K. L. Relling
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Service Recovery ◽  
Recovery Process ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Customer Complaints ◽  
The Social ◽  
Positive Effect

Customer complaints are unavoidable in any businesses and how firms handle such complaints will affect the public's perception of the company's brand and reputation. While storytelling is being embraced by an increasing number of companies as a different way to communicate their brand, many customers are now also using storytelling as an approach to voice their unfavourable experiences on the social media in regards to a particular unsatisfactory purchase as part of electronic word-of-mouth (eWOM). Such creative and humorous complaints serve as a way to cut through the clutter in order to gain the company's attention. Those companies that embrace such complaints by responding in an equally humorous and creative manner as part of their service recovery process will manage to recover their customers as well as their employees. As such posts are often shared publicly on the Internet, they may become viral and thus can create great positive effect on the company's reputation. Hence, it is important to empower the employees to recover the services using untraditional responses.

eWOM Marketing in Hospitality Industry

2016 ◽  
pp. 266-280 ◽  
Author(s):  
Saurabh Kumar Dixit
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Word Of Mouth ◽  
The Internet ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Technological Advancement ◽  
Making Choices ◽  
Potential Customers

Due to its intangible nature, hospitality business finds it difficult to market its services. Past customer experiences are one of the best strategies that allow some quantification of the quality of the product. Word of mouth has been a key part of every effective marketing strategy for hospitality businesses. It is widely recognized that word of mouth, both positive and negative, has the potential to influence customer purchase decisions. With the technological advancement, the internet has been widely applied in various areas in the hospitality industry. Social media and the growth of web 2.0 have enabled word of mouth to be shared amongst millions of potential customers, one therefore can argue that electronic word of mouth (eWOM) has been the successor of the traditional word of mouth. Therefore, traditional Word-of-Mouth, which spread from person to person vocally has been replaced gradually by electronic Word-of-Mouth (eWOM). A growing trust on eWOM for making choices about hospitality products prompted the author to work on the present chapter.

Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook

2021 ◽  
pp. 1373-1392
Author(s):  
Xiang Ying Mei ◽  
Ingrid K. Bagaas ◽  
Erling K. L. Relling
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Service Recovery ◽  
Recovery Process ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Customer Complaints ◽  
The Social ◽  
Positive Effect

Customer complaints are unavoidable in any businesses and how firms handle such complaints will affect the public's perception of the company's brand and reputation. While storytelling is being embraced by an increasing number of companies as a different way to communicate their brand, many customers are now also using storytelling as an approach to voice their unfavourable experiences on the social media in regards to a particular unsatisfactory purchase as part of electronic word-of-mouth (eWOM). Such creative and humorous complaints serve as a way to cut through the clutter in order to gain the company's attention. Those companies that embrace such complaints by responding in an equally humorous and creative manner as part of their service recovery process will manage to recover their customers as well as their employees. As such posts are often shared publicly on the Internet, they may become viral and thus can create great positive effect on the company's reputation. Hence, it is important to empower the employees to recover the services using untraditional responses.

scholarly journals PENGARUH PACKAGING, SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN BUSANA BRAND LOKAL [THE EFFECT OF PACKAGING, SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS ON LOCAL BRAND FASHION]

2020 ◽  
Vol 15 (2) ◽  
pp. 244
Author(s):  
Theophilus Alpha Kristiawan ◽  
Keni Keni
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions

<p><em>This research aims to verify effect of packaging, social media marketing and electronic word of mouth (eWOM) on purchasing decisions. The sample in this research was 236 consumers of local brand clothing in DKI Jakarta province, who uses social media. Sampling using probability sampling method. Data analysis techniques in this research used the Partial Least Squares - Structural Equation Modeling (PLS - SEM) approach. Based on the results of the analysis, the results obtained if social media marketing and electronic word of mouth have a positive and significant influence on purchasing decisions, while packaging has no positive and insignificant influence. The results of this study can provide information to companies about packaging, social marketing media and EWOM to increase local brand clothing sales. This research is the first study conducted to look at the effect of packaging, social media marketing and EWOM on the decision to purchase local brand clothing.</em></p><p><strong>Abstrak dalam Bahasa Indonesia.</strong> Penelitian ini bertujuan untuk menguji pengaruh kemasan, pemasaran media sosial dan <em>electronic word of mouth </em>(eWOM) terhadap keputusan pembelian. Sampel pada penelitian ini adalah 236 konsumen busana merek lokal di provinsi DKI Jakarta, yang menggunakan media sosial. Pengambilan sampel menggunakan metode <em>probability sampling. </em>Teknik analisis data pada penelitian ini menggunakan pendekatan <em>Partial Least Squares – Structural Equation Modeling </em>(PLS – SEM). Berdasarkan hasil analisis, diperoleh hasil jika pemasaran media sosial<em> </em>dan <em>electronic word of mouth </em>memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kemasan<em> </em>tidak memiliki pengaruh positif dan tidak signifikan. Hasil penelitian ini dapat memberikan informasi kepada perusahaan busana merek lokal mengenai kemasan, pemasaran media sosial dan EWOM<em> </em>untuk meningkatkan penjualan busana merek lokal. Penelitian ini merupakan penelitian pertama yang dilakukan untuk melihat pengaruh dari kemasan, pemasaran media sosial dan EWOM pada keputusan pembelian busana merek lokal.</p>

scholarly journals Key Determinants of Purchase Decision: A Case Study of Poeniko Batik Store in Pekalongan

2020 ◽  
Vol 9 (3) ◽  
pp. 290-299
Author(s):  
Nurul Fatimah ◽  
Dorojatun Prihandono
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Medium Enterprise

Business competition that is getting stonger makes SME (Small Medium Enterprise) must be able to compete. Batik is one of SME that has influence in economic growth. The enterpreneurs have to compete with competitiors. This study aims to examine  the influence of media sosial, electronic word of mouth, and brand image on purchase decision through purchase intention at Poeniko Batik Pekalongan store. The population in this study is consumers of Poeniko Batik Pekalongan. The number of samples used in this study were 100 people using the incidental sampling method. The data collection method uses documentation and questionnaires. The results showed that the electronic word of mouth, brand image and purchase variables had a positive and significant effect on purchasing decisions. While social media variables do not have a positive and significant effect on purchasing decisions. The results of the path analysis test indicate that purchase intention can mediate the influence of social media, electronic word of mouth, and brand image on purchasing decisions.

scholarly journals FENOMENA PENGGUNAAN MEDIA SOSIAL DAN PENGARUH TEMAN SEBAYA PADA GENERASI MILENIAL TERHADAP KEPUTUSAN PEMBELIAN

2018 ◽  
Vol 11 (2) ◽  
pp. 275
Author(s):  
Wikan Wiridjati ◽  
Renny Risqiani Roesman
Keyword(s):  
Social Media ◽  
Peer Influence ◽  
Millennial Generation ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Media Usage

<p><em>The </em><em>p</em><em>urpose of this study is to expand research on purchasing decisions by millennial generation. For this purpose, this study empirically examines the influence of social media and peer influence directly on the purchase decision and indirectly through electronic word-of-mouth</em><em>. The purposive sampling technique was used, the object of this resea</em><em>r</em><em>c</em><em>h </em><em>involves millennial</em><em> generation with age criteria between 18 years to 35 years. </em><em>The research is done by spreading questionnaires to 300 people with</em><em> </em><em>75%</em><em> </em><em>respond</em><em> rates. Structural equation modeling was used to examine the proposed model. Social media usage and peer influence have positive impact on purchase decision involvement and electronic word of mouth plays vital mediating role in this context. The result shows there is no significant effects from peer influence to the purchase decision, but there is significant</em><em> effects from social media usage and electronic word of mouth. The most significant is coming from the electronic word of mouth. </em><em>Engaging millennial generation consumers with social media</em><em> </em><em>campaigns and mobile technology development, such as Facebook ads, pages like ads, or ads on youtube can increase the value of purchasing decisions. Marketers need to pay attention to the mixed effects of using social media and eWOM.</em></p>

scholarly journals Electronic Word-of-Mouth (eWOM)

2021 ◽  
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Academic Research ◽  
Economic Incentives ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Communication Management ◽  
Research Areas ◽  
The Impact

The concept of electronic word-of-mouth (eWOM) was introduced in the mid-1990s, when the Internet was beginning to change the ways consumers interacted with each other. eWOM can be generally defined as consumers’ information sharing and exchange about a product or company via the Internet, social media, and mobile communication. eWOM has been recognized to lead to high retransmission intentions because it is easy for consumers to generate conversations online. It also allows information to be passed along globally and quickly. Because of the impact of eWOM on consumer behavior, academic research on eWOM has been documented in disciplines such as advertising, marketing, communication, management, and electronic commerce. Over the past few decades, research has demonstrated the impact of eWOM on sales, product evaluations, purchase decisions, customer satisfaction and loyalty, and consumer-brand relationships. Research has also examined antecedents and motives of eWOM. Factors such as consumers’ desire for social interaction, desire for economic incentives, concern for other consumers, and the potential approval utility have been identified as important motives that drive consumers’ eWOM behavior. In addition, individuals’ social relationship factors (e.g., social capital), as well as message source and characteristics, are antecedents that lead to eWOM behavior. In this article, eWOM is considered in many different formats, such as product review sites, emails, discussion boards, user-generated content, social media, and online communities. This article begins with citations concerning the Role of eWOM in Advertising, Communication, and Marketing. Next, Special Journal Issues on eWOM and Overview Articles are presented. Finally, key research areas are highlighted: Social Media–Based eWOM and Purchase Intentions; the Role of Influencers as a new source of eWOM; the impact of eWOM on Corporate Reputation and Corporate Social Responsibility (CSR); and Cross-Cultural Differences in eWOM. These areas together explain the antecedents and consequences of eWOM.

scholarly journals Electronic Word of Mouth and the Music Industry in the Age of Web 2.0

2019 ◽  
Author(s):  
Guy Greener ◽  
Sani Salcum ◽  
Daniel Goldberg
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Word Of Mouth ◽  
Music Industry ◽  
Academic Research ◽  
Cultural Norms ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Personal Opinion ◽  
Consumer Interactions

The evolving dynamics of the Internet have facilitated an era in which information on virtually any given topic is readily available and richly abundant. When seeking knowledge online on specific subject matter, one may encounter a wide assortment of material ranging from professional academic research to an everyman’s personal opinion – the spectrum of information available online is infinite (Hayat &amp; Hershkovitz, 2018). The emergence and popularization of social media and networking sites in particular have led to a change in digital dynamics, segueing from the norm of mass cultural consumption to that of mass production . Today, user generated content accounts for a generous portion of online resources, and has a notable affect on people’s thoughts and actions.Changes in the electronic landscape have also revolutionized industries in addition to transforming cultural norms. The digitization of services and products has led to the decline of print publications, a drastic shift in consumer’s purchasing habits, and a metamorphosis in the music industry. With today’s song streaming services and free and readily available online audio content, the big business of record labels and album sales are antiquated and inaccurate representations of success in the market.This work takes into account the heavy influence that the Internet has on the music industry, and aims to find a positive correlation between the volume of online discussion on a given song and the amount of Youtube views that song will have. In other words, to what extent does social media mentions predict the success of a song on Youtube? In Section 3 of this research we will detail existing work relating to this topic and discuss the changes of the Internet in the era of Web 2.0, as well as the importance of electronic word of mouth (eWOM) and it’s impact on online consumer interactions. An account of our methodology in conducting this study, and an explanation of the data we used, can be found in Section 5. In Section 7, we discuss the implications of our results by drawing conclusions from the data we collected.

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