eWOM Marketing Techniques for Competitive Advantage

2016 ◽  
pp. 28-44 ◽  
Author(s):  
Arijit Bhattacharya
Keyword(s):  
Literature Review ◽  
Competitive Advantage ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Marketing Literature ◽  
Consumption Experience ◽  
Pros And Cons

In today's dynamic marketing world, it is critical to understand the strategic importance of electronic word-of-mouth (eWOM). This chapter discusses the genesis of eWOM from word-of-mouth, difference between the two and what marketing literature says about eWOM's different aspects - both pros and cons. The chapter also tries to explain what motivates consumers to share their consumption experience through eWOM route with the help of literature review. The chapter also discusses present eWOM marketing techniques adopted and also the criticism of eWOM. Lastly, the author points out fields yet to be explored in eWOM research.

scholarly journals Kajian Literatur Efektivitas Electronic Word Of Mouth (E-Wom) Dalam Meningkatkan Minat Beli Konsumen Di Sosial Media

2020 ◽  
Vol 2 (1) ◽  
pp. 31-45
Author(s):  
Yosinta Damayanti
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Word Of Mouth ◽  
Scientific Development ◽  
Electronic Word Of Mouth ◽  
Good Advice ◽  
Support Facility ◽  
Descriptive Qualitative

Today the development of technology is very fast, especially in the field of marketing. One of the proof is the emergence of Electronic Word of Mouth or e-WOM which is the next development of Word of Mouth or WOM. E-WOM is a support facility of businessmen in providing perceptions of good value for customers on social media. E-WOM used as communication in the marketing field on social media is offered to increase consumer buying interest in the products offered. E-WOM contains shared messages by consumers that related to purchases products, and can be used as a medium for delivering information related to products, both in terms of quality, or in terms of service provided by the seller. A lot of the companies have successfully understood the power of electronic word of mouth (e-WOM) on social media, this can be seen from the proliferation of companies offering their products on social media by using e-WOM to provide good advice from the sale of products. The purpose of this research is to provide scientific development and insight related to the effectiveness of Electronic Word of Mouth (e-WOM) in increasing the purchase interest of consumers. The type of research used is descriptive qualitative with the study literature method. Overall, the results of this literature review can conclude that Electronic Word of Mouth (e-WOM) can increase purchase interest of consumers on social media. The results are supported by several studies that show e-WOM can increase purchase interest of the consumer on social media.

scholarly journals PENERAPAN ELECTRONIC WORD OF MOUTH (eWOM) DAN PRINSIP KOMUNIKASI DALAM ISLAM

IQTISHODUNA ◽  
2017 ◽  
Vol 13 (1) ◽  
pp. 11-21
Author(s):  
M Fatkhur Rozi
Keyword(s):  
Literature Review ◽  
Word Of Mouth ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Input Process ◽  
Academic Literature ◽  
Classification Framework ◽  
Process Output ◽  
Concept Framework ◽  
Structured Approach

Abstract: This paper attempts to construct eWOM concepts based on input-process-output perspectivesthat produce a framework based on the identification of academic literature. This is based on the developmentof the internet world, e-commerce, and electronic word of mouth (eWOM) that is able to influence consumerbehavior. The approach of this paper uses the literature review method of several journals relevant to thetheme and study of communication principles in Islamic perspective and then discuss the data. The findingsin this paper suggest that eWOM is relatively new. This is considered to be quite representative in theliterature review regarding eWOM. The results of the review also get some research showing the theory thatexplains about eWOM phenomenon. The discussion not only aims to meet the gap in eWOM research butalso produces an overview in analyzing eWOM communication. It can present a structured approach inresearching various literatures and identify existing trends and gaps, aiming to find an overview in research oneWOM. The results can integrate the classification framework that can present the concept framework inother studies.

e-WOM: Review and a New Conceptualisation

2018 ◽  
Vol 18 (3) ◽  
pp. 307-321
Author(s):  
Ridhi Agarwal ◽  
Ramendra Singh
Keyword(s):  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Sales Revenue ◽  
Marketing Literature ◽  
Research Context

Electronic word of mouth or e-WOM has gained a lot of salience in marketing literature. However, the conceptualisation of e-WOM in the literature has often relied on past practices in e-WOM generation and use. For example, in the previous few decades, several studies that have used e-WOM to predict future sales/revenue of products and services have conceptualised e-WOM with similar factors such as volume, valence and dispersion of e-WOM, while only adapting it to their research context. In this article, we critique extant conceptualisations of e-WOM, and make a case of moving beyond a uni-dimensional perspective of conceptualising e-WOM and argue for the inclusion of the quality of individual posts/comments in measuring e-WOM. We argue that new conceptualisation of e-WOM must also consider the language, emotions and content of the e-WOM messages. Keeping this in mind, an alternative conceptualisation of e-WOM is offered.

scholarly journals PERANAN INFLUENCER DALAM MENGKOMUNIKASIKAN PESAN DI MEDIA SOSIAL INSTAGRAM [THE ROLE OF SOCIAL MEDIA INFLUENCERS IN COMMUNICATING MESSAGES USING INSTAGRAM]

2020 ◽  
Vol 16 (2) ◽  
pp. 203
Author(s):  
Sari Anjani ◽  
Irwansyah Irwansyah
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Social Media Network ◽  
Bahasa Indonesia

<p dir="ltr">Instagram as a social media network has produced <em>influencer</em>s who are influential in disseminating information and messages digitally. <em>Influencer</em>s are considered capable of impacting their followers through photo uploads and electronic word of mouth (EWoM) which they post on their social media feeds. This study was conducted qualitatively with a literature review approach and indirect interviews with <em>influencer</em>s and their followers. The results show that the role of <em>influencer</em>s has an impact on followers based on what they upload and what they write about on Instagram.</p><p dir="ltr"><strong>BAHASA INDONESIA ABSTRACT: </strong>Media sosial Instagram telah melahirkan para <em>influencer</em> yang berpengaruh dalam penyebaran informasi dan pesan secara digital. <em>Influencer</em> dinilai mampu memberikan dampak bagi para pengikutnya melalui unggahan foto dan <em>electronic word of</em> <em>mouth</em> (EWom) yang mereka sampaikan di media sosial mereka. Penelitian dilakukan secara kualitatif dengan pendekatan <em>literature review</em> dan wawancara tidak langsung kepada para <em>influencer</em> dan juga pengikutnya. Hasilnya menunjukan bahwa peranan <em>influencer</em> memberikan dampak bagi pengikutnya berdasarkan pada pada apa yang mereka unggah dan apa yang mereka tulis di sosial media Instagram. </p><div><span><br /></span></div>

Consumer-Generated Content as Clues for Brand Trust in the Digital Era

2021 ◽  
pp. 1-21
Author(s):  
Juan Carlos Renteria-García ◽  
Carlos Hernán Fajardo-Toro ◽  
Mauricio Sabogal-Salamanca
Keyword(s):  
Literature Review ◽  
Word Of Mouth ◽  
Final Part ◽  
Electronic Word Of Mouth ◽  
Brand Trust ◽  
Experience Goods ◽  
Building Trust ◽  
Digital Era ◽  
The Impact ◽  
Available Resources

Electronic word of mouth (eWOM) has an effect on trust prior to purchase of similar branding for both highly branded and off-branded products and services. This chapter shows, through a literature review, the impact of eWOM on building trust and then on sales of search and experience goods. Major findings are presented. eWOM has a stronger impact on the sales of experience goods than on search goods. When considering a purchase online, consumers have more resources about the product or service than those that the retailer or manufacturer provides. These newly available resources are consumer-generated; hence, consumers considering a buy find them more trustworthy. Consumers also value differently whether the consumer-generated content is positive or negative about the product or service they are considering buying. The final part of the chapter discusses the different implications for marketing practitioners.

scholarly journals THE ANTECEDENTS OF ELECTRONIC WORD OF MOUTH RESPONSES IN HOTEL EXPERIENCE EVALUATION

2021 ◽  
Vol 1 (2) ◽  
pp. 122-139
Author(s):  
Basri Rashid ◽  
Han Chao ◽  
Nor Rabiatul Adawiyah Nor Azam
Keyword(s):  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Digital Information ◽  
Comprehensive Understanding ◽  
Theoretical Understanding ◽  
Digital Platforms ◽  
Consumption Experience ◽  
Social Media Platforms ◽  
Desk Research ◽  
Cumulative Experience

In today’s digital information era, it is common for hotels guests to share their visit experience to their acquaintances or public online especially on popular social media platforms. Hence, reviews and experience sharing have moved from the traditional words of mouth to the electronic word of mouth (eWOM). This paper aims to develop and propose a testable research framework for assessing hotel guests’ experience and their eWOM responses. Methodically, desk research was carried out by conducting an exhaustive review of past literature to establish a theoretical understanding of hotel experience assessments and to determine the variables and their measurements. Meaningful encounters with the hotel’s products and services are summed up as consumption experience in the forms of perceived value and satisfaction. This cumulative experience may entice the guests to upload their responses on digital platforms. Theoretically, the proposed framework reduces the gaps related to the formulation of research constructs for hotel visit experience assessment. Practically, this paper offers hotel operators a testable framework that can guide them in the development of survey materials in order to gain a comprehensive understanding about their guests visit experience assessment and their electronic word-of-mouth response.

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