Consumer Adoption of PC-Based/Mobile-Based Electronic Word-of-Mouth

2019 ◽  
pp. 805-817
Author(s):  
Akinori Ono ◽  
Mai Kikumori
Keyword(s):  
Consumer Behavior ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Causal Models ◽  
Marketing Communication ◽  
Electronic Word Of Mouth ◽  
Consumer Adoption ◽  
Customer Journey ◽  
Academic Knowledge ◽  
Multi Stage

Electronic word of mouth (eWOM) on products and services is getting more important in consumer behavior as well as marketing communication. Regarding the issue, marketing and consumer scholars have conducted research on eWOM message senders and recipients. Focusing on eWOM receiving behavior, this chapter presents academic knowledge regarding how recipients evaluate mobile e-WOM messages and how he/she behaves as a consequence. There are two kinds of eWOM (i.e., PC-based eWOM and mobile-based eWOM [mWOM]). Moreover, two types of messages can be identified in each kind of eWOM—viral messages from marketers via friends and relatives, and eWOM reviews on products and services from anonymous senders. Prior studies on viral marketing can be further divided into two research streams; research that have constructed and tested causal models explaining why consumers participate in viral marketing, and research that have focused on illustrating comprehensively a multi-stage cognitive and behavioral customer journey towards receiving, using, and forwarding viral marketing messages.

Consumer Adoption of PC-Based/Mobile-Based Electronic Word-of-Mouth

2018 ◽  
pp. 6019-6030 ◽  
Author(s):  
Akinori Ono ◽  
Mai Kikumori
Keyword(s):  
Consumer Behavior ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Causal Models ◽  
Marketing Communication ◽  
Electronic Word Of Mouth ◽  
Consumer Adoption ◽  
Customer Journey ◽  
Academic Knowledge ◽  
Multi Stage

Electronic word of mouth (eWOM) on products and services is getting more important in consumer behavior as well as marketing communication. Regarding the issue, marketing and consumer scholars have conducted research on eWOM message senders and recipients. Focusing on eWOM receiving behavior, this chapter presents academic knowledge regarding how recipients evaluate mobile e-WOM messages and how he/she behaves as a consequence. There are two kinds of eWOM, i.e., PC-based eWOM and mobile-based eWOM (mWOM). Moreover, two types of messages can be identified in each kind of eWOM—viral messages from marketers via friends and relatives, and eWOM reviews on products and services from anonymous senders. Prior studies on viral marketing can be further divided into two research streams; research that have constructed and tested causal models explaining why consumers participate in viral marketing, and research that have focused on illustrating comprehensively a multi-stage cognitive and behavioral customer journey towards receiving, using, and forwarding viral marketing messages.

Consumer Adoption of Mobile eWOM Messages

2015 ◽  
pp. 162-174 ◽  
Author(s):  
Akinori Ono ◽  
Mai Kikumori
Keyword(s):  
Consumer Behavior ◽  
Mobile Phones ◽  
Word Of Mouth ◽  
Research Area ◽  
Viral Marketing ◽  
Causal Models ◽  
Consumer Adoption ◽  
Customer Journey ◽  
Academic Knowledge ◽  
Multi Stage

As mobile phones become more widely utilized, mobile-based electronic word-of-mouth (mWOM) on products and services is becoming an increasingly important factor in consumer behavior, as well as marketing communication. Regarding this issue, marketing and consumer scholars have conducted research on mWOM message-senders and recipients. Focusing on mWOM receiving behavior, this article presents academic knowledge regarding how recipients evaluate mobile eWOM messages and how they behaves as a result. Two streams can be identified in this research area: 1), mobile viral messages from marketers via friends and relatives, and 2) mWOM reviews on products and services from anonymous senders. The former can be further divided into two streams: a) research that has constructed and tested causal models explaining why consumers participate in mobile viral marketing, and b) research that has focused on illustrating comprehensively a multi-stage cognitive and behavioral customer journey towards receiving, using, and forwarding mobile viral marketing messages.

scholarly journals Business application of viral marketing and Electronic Word-of-mouth. Firm opinions

2014 ◽  
Vol 14 (1) ◽  
pp. 15-31 ◽  
Author(s):  
Virginia Aguilar Arcos ◽  
◽  
Sonia San Martín Gutiérrez ◽  
René Payo Hernanz
Keyword(s):  
Word Of Mouth ◽  
Viral Marketing ◽  
Electronic Word Of Mouth ◽  
Business Application

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2021 ◽  
pp. 1328-1345
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

scholarly journals KONSEP DAN STRATEGI KOMUNIKASI PEMASARAN: PERUBAHAN PERILAKU KONSUMEN MENUJU ERA DISRUPSI

2020 ◽  
Vol 8 (1) ◽  
pp. 22
Author(s):  
Dea Farahdiba
Keyword(s):  
Social Networks ◽  
Consumer Behavior ◽  
Research Methodology ◽  
Human Life ◽  
Viral Marketing ◽  
The Other ◽  
Marketing Communication ◽  
Literature Study ◽  
Communication Tools ◽  
The Impact

Marketing has evolved from the concept of marketing 1.0 to 4.0 so that to learn what is needed and wanted by consumers, marketers must be able to have policies using appropriate communication so that various information about products can be transferred to consumers. For this reason, it is necessary to better understand communication, especially marketing communication in terms of shaping consumer behavior. The purpose of this article is to provide insight in the field of marketing communication. This research methodology is a literature study from several journals that discusses marketing communication. The existence of communication can make it easier for someone to interact between one individual with another individual. Without communication there is no human life process. That is, every human being needs communication to exchange ideas in order to realize what he wants. Three major marketing shifts, marked by product-driven marketing in the later 1.0 era towards customer-centered marketing in the 2.0 era. Human-centered marketing existed in the 3.0 era. On the other hand, marketing communication tools can be in the form of advertisements, sales, signage, shops, displays, packaging, free product samples, coupons, giveaway and more. As for changing consumer behavior that is increasingly developing, the impact of marketing 4.0 also results in viral marketing through social networks such as Facebook enabling continuous two-way interactivity from anywhere and at any time.

scholarly journals Seeding a Message to Harvest Reach. Predicting and Optimizing the Spread of Electronic Word-of-Mouth

2012 ◽  
Vol 4 (1) ◽  
pp. 32-41
Author(s):  
Ralf van der Lans ◽  
Gerrit van Bruggen ◽  
Jehoshua Eliashberg ◽  
Berend Wierenga
Keyword(s):  
Word Of Mouth ◽  
Viral Marketing ◽  
Electronic Word Of Mouth ◽  
Marketing Campaign ◽  
Electronic Environment ◽  
Branching Model ◽  
Marketing Messages

Abstract In a viral marketing campaign organizations stimulate customers to forward marketing messages to their contacts. To optimize a viral campaign it is necessary to predict how many customers will be reached, how this reach evolves, and how it depends on promotion activities. a new Viral Branching model can provide these results. It is based on insights from epidemiology and the spread of viruses and was adapted to a marketing context and an electronic environment. The model is applied to an actual viral marketing campaign in which over 200,000 customers participated during a six-week period. The results show that the model quickly predicts the actual reach of the campaign and serves as a valuable tool to support marketing decisions related to online campaigns

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2018 ◽  
pp. 58-80 ◽  
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

scholarly journals Pengaruh e-WOM di Instagram terhadap Loyalitas Pelanggan Kopi Janji Jiwa

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 440
Author(s):  
Brigitta Novilia Jesslyn ◽  
Riris Loisa
Keyword(s):  
Customer Loyalty ◽  
Word Of Mouth ◽  
Communication Theory ◽  
Survey Methods ◽  
Quantitative Approach ◽  
Sampling Techniques ◽  
Marketing Communication ◽  
Electronic Word Of Mouth ◽  
Purposive Sampling ◽  
Sampling Approach

This research was conducted to determine the effect of electronic word of mouth (e-WOM) activities on the customer loyalty of Kopi Janji Jiwa. This research uses marketing communication theory, electronic word of mouth (e-WOM), and customer loyalty. Kopi Janji Jiwa is a domestic business that presents a menu of processed coffee on the rise. With the target of millennial generation, Kopi Janji Jiwa continues to innovate to create new menus and breakthroughs to get customers. What is unique from this research is that this study will look at how consumers from Kopi Janji Jiwa become marketing agents. The approach used for this research is a quantitative approach with survey methods. The population in this study is the consumer of Kopi Janji Jiwa and the number of samples taken as many as 130 people and using nonprobability sampling techniques with a purposive sampling approach. Data collected in this study using a questionnaire. Penelitian ini dilakukan untuk mengetahui pengaruh kegiatan electronic word of mouth (e-WOM) terhadap loyalitas pelanggan Kopi Janji Jiwa. Penelitian ini menggunakan teori komunikasi pemasaran, electronic word of mouth (e-WOM), dan loyalitas pelanggan. Kopi Janji Jiwa merupakan sebuah usaha dalam negeri yang menyajikan menu olahan kopi yang sedang naik daun. Dengan target generasi milenial, Kopi Janji Jiwa terus berinovasi menciptakan menu dan gebrakan baru untuk memperoleh pelanggan. Yang unik dari penelitian ini adalah penelitian ini akan melihat bagaimana konsumen dari Kopi Janji Jiwa menjadi agen pemasaran. Pendekatan yang digunakan untuk penelitian ini adalah pendekatan kuantitatif dengan metode survey. Populasi dalam penelitian ini adalah konsumen Kopi Janji Jiwa dan jumlah sampel yang diambil sebanyak 130 orang dan menggunakan teknik nonprobability sampling dengan pendekatan purposive sampling. Data yang dikumpulkan dalam penelitian ini dengan menggunakan kuisioner.

Efektifitas Viral Marketing Dalam Meningkatkan Niat Dan Keputusan Pembelian Konsumen Di Era Digital

2020 ◽  
Vol 2 (1) ◽  
Author(s):  
Jihan Nur Rahmiilah Ayu
Keyword(s):  
Word Of Mouth ◽  
Viral Marketing ◽  
Electronic Word Of Mouth

Penelitian ini adalah penelitian yang bertujuan untuk menganalisis efektifitas viral marketing dalam meningkatkan niat dan keputusan pembelian konsumen di era digital. Viral marketing adalah strategi pemasaran yang digunakan dengan berbasis metode pemasaran online yang mendorong individu untuk menyampaikan pesan pemasaran mengenai suatu produk atau layanan jasa kepada individu lainnya dimana akan menciptakan potensi pertumbuhan eksponensial dalam paparan dan pengaruh pesan. Viral marketing juga disebut sebagai electronic Word of Mouth Marketing dan jaringan social. Meskipun viral marketing memberikan peluang yang cukup besar dalam pemasaran, tetapi dalam praktiknya tidak jarang banyak perusahaan yang mengalami kegagalan untuk mempengaruhi niat dan keputusan pembelian konsumen di era digital serta tidak dapat mencapai efektifitas dalam penerapan viral marketing. Hal ini disebabkan oleh berbagai ketidakpastian yang mungkin saja hadir dalam proses viral marketing karena berbagai faktor di lingkungan online, serta banyaknya faktor-faktor dari viral marketing yang jika tidak dipilah dengan baik justru tidak mendatangkan efektifitas dalam pemasarannya. Beberapa permasalahan, faktor-faktor, serta bagian lain dari viral marketing perlu dikaji lebih jelas lagi untuk mendatangkan efektifitas dalam meningkatkan niat dan keputusan pembelian konsumen. Sehingga ada beberapa hal yang diukur untuk menentukan dan mencapai efektifitas viral marketing, diantara ada prediktor viral marketing, tingkat efektifitas viral marketing, faktor-faktor penentu keberhasilan viral marketing, dan campaign seed viral marketing.

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