An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry

2020 ◽  
pp. 265-287
Author(s):  
Anna Makrides ◽  
Demetris Vrontis ◽  
Michael Christofi
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Survey Methodology ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Widespread Access ◽  
The Impact ◽  
Core Part ◽  
Positive Effect

The widespread access of electronic word of mouth (e-WOM) enables contemporary consumers to assess the opinions of others, irrespective of geographical boundaries, about products and services. This research examines the impact of e-WOM on building international brand awareness when the former is used as a core part of a company's overall digital marketing strategy. By applying the survey methodology, the findings provide support for this positive effect; namely, the integration of e-WOM in the overall digital marketing strategy and activities applied by an organization can enhance brand awareness beyond country borders and contribute towards the overall organizational effectiveness and success. Taken together, the study provides further insight into eWOM and cross-border brand awareness relationship and outlines several questions that deserve further study.

The Influence of Social Networks on the Choice of a University Brand by Generation Y

2021 ◽  
Vol 4 (62) ◽  
pp. 5-22
Author(s):  
Nargiza Aliyeva ◽  
Gaukhar Mukhamediyeva
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Equity ◽  
Generation Y ◽  
Word Of Mouth ◽  
Social Space ◽  
Electronic Word Of Mouth ◽  
The Impact ◽  
Positive Effect ◽  
University Brand

Social networks are actively penetrating into all spheres of our society. The influence of social media is strongly affected by the younger generation, who spends a lot of time in the virtual social space. The purpose of this study was to study the influence of social networks on the choice of a university brand by representatives of generation Y. The data was collected through an online survey using the Google forms service. The results obtained indicate that social media engagement has a positive effect on brand image. Firm-created and user-generated social media communication have a positive effect on brand equity in Higher Education Institutions. Brand equity positively influences Brand choice intention. The value of this study lies in the fact that it considered the influence of various factors on the formation of the intention of representatives of generation Y to choose brands of universities, taking into account the moderate effect of electronic word of mouth. The results obtained complement the scientific literature on the impact of social media on consumer behavior. The results of this study can help in understanding the choice of students of educational organizations, taking into account the influence of social networks and electronic word of mouth, which can help university marketing departments to promote brands more effectively in the social media space.

scholarly journals Electronic word-of-mouth as a Branding Tool for Sunset Restaurants

2019 ◽  
pp. 1-12 ◽  
Author(s):  
Aristeidis Gkoumas
Keyword(s):  
Content Analysis ◽  
Word Of Mouth ◽  
User Generated Content ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Online Content ◽  
Brand Relationships ◽  
Contextual Elements ◽  
The Impact ◽  
Content Characteristics

This paper aims to investigate the effect of electronic-word-of-mouth(e-WOM)on brand awareness and equity for the emerging segment of sunset restaurants. By applying the method of user-generated content analysis the current research examines the impact of reviews posted on TripAdvisor regarding sunset restaurants in Thailand. The findings of the study indicate that certain contextual elements along with content characteristics enhanced the brand relationships between the travelers and dining establishments. The meta-commentary interpretation of the online content reveals that recommendation reciprocity and review consensus stimulate the affinity among the users while increasing the visitor empathy for particular restaurants

scholarly journals Pengaruh Electronic Word of Mouth (eWOM), Celebrity Endorser, dan Online Advertising terhadap Brand Awareness

2021 ◽  
Vol 5 (5) ◽  
pp. 464
Author(s):  
Anastasia Silvi Andrea ◽  
Keni Keni
Keyword(s):  
Word Of Mouth ◽  
Online Advertising ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Equation Modelling ◽  
Celebrity Endorser ◽  
Convenience Sampling ◽  
Positive Effect

This research is conducted to show the influence of electronic word of mouth (EWOM), celebrity endorsers, and online advertising on brand awareness. This descriptive research involved quantitative data collecting use a questionnaire as a data collection method. The researcher used the convenience sampling method to take 151 respondents with valid data. The data analysis technique used Partial Least Square – Structured Equation Modelling (PLS-SEM) with the help of SmartPLS 3.3.2 software. This study concluded that 1) Electronic word of mouth has an insignificantly positive effect on brand awareness, 2) Celebrity endorser has a significantly positive effect on brand awareness, 3) Online advertising has a significant positive effect on brand awareness. Penelitian ini dilakukan untuk menunjukkan pengaruh electronic word of mouth (EWOM), celebrity endorser, dan online advertising terhadap brand awareness. Penelitian deskriptif ini melibatkan pengumpulan data kuantitatif dengan menggunakan kuesioner secara cross-sectional sebagai metode pengumpulan data. Peneliti menggunakan metode convenience sampling untuk mengambil 151 responden dengan data yang valid. Teknik analisis data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM) dengan bantuan software SmartPLS 3.3.2. Singkatnya, penelitian ini memperoleh kesimpulan bahwa 1) Electronic word of mouth berpengaruh positif tidak signifikan terhadap brand awareness, 2) Celebrity endorser berpengaruh positif signifikan terhadap brand awareness, 3) Online advertising berpengaruh positif signifikan terhadap brand awareness.

scholarly journals HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

2021 ◽  
Vol 7 (4) ◽  
Author(s):  
Mohamad Isa Abd Jalil ◽  
Suddin Lada ◽  
Mohd Ashari Bakri ◽  
Zakiah Hassan
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Repurchase Intention ◽  
Holistic View ◽  
Brand Recognition ◽  
The Impact

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.          

scholarly journals Pengaruh Citra Destinasi dan Electronic Word of Mouth Terhadap Minat Berkunjung Pada Wisata Pantai Tambakrejo Blitar

2022 ◽  
Vol 6 (1) ◽  
Author(s):  
Umma Latifa Nur Aziza ◽  
Sugeng Purwanto
Keyword(s):  
Word Of Mouth ◽  
Sampling Technique ◽  
Partial Least Square ◽  
Least Square ◽  
Destination Image ◽  
Primary Data ◽  
Electronic Word Of Mouth ◽  
Significant Positive Effect ◽  
Beach Tourism ◽  
Positive Effect

Purpose of this research was to determine the effect of Destination Image and Electronic Word of Mouth on Tourist Visiting Interests on Tambakrejo Beach tourism in Blitar. This research used a quantitative approach. Nonprobability sampling method with purposive sampling technique was used for sampling with research samples obtained as many as 90 respondents. Types primary data is used in this research. Data processing is done by using Partial Least Square (PLS) analysis technique. Results of research showed that: 1) Destination Image had a significant positive effect on Tourist Visiting Interests at Tambakrejo Beach Blitar. 2) Electronik Word of Mouth has a significant positive effect on Turist Visiting Interests at Tambakrejo Beach Blitar.

The Impact of External Personnel Marketing Strategy on Brand Awareness of Customers

2021 ◽  
Vol 12 (1) ◽  
pp. 44-64
Author(s):  
Einas Elabbasy
Keyword(s):  
Marketing Strategy ◽  
Faculty Members ◽  
Brand Awareness ◽  
Technological Universities ◽  
The Impact

This research analyzes the impact of external personnel marketing strategy using 7ps on brand awareness of students in the technological universities in Egypt. Two questionnaires were prepared and distributed. The research was applied on 254 faculty members of the whole technological universities in Egypt (Cairo, Quesna, and Beni Suef) and 280 students of these universities. The results indicated that there is a positive significant effect of external personnel marketing strategy using 7Ps (individually and collectively) on brand awareness. The study proposed a number of recommendations.

scholarly journals A retrospective view of electronic word-of-mouth in hospitality and tourism management

2018 ◽  
Vol 30 (1) ◽  
pp. 313-325 ◽  
Author(s):  
Stephen W. Litvin ◽  
Ronald E. Goldsmith ◽  
Bing Pan
Keyword(s):  
Word Of Mouth ◽  
Tourism Industry ◽  
Major Influence ◽  
Electronic Word Of Mouth ◽  
Mobile Media ◽  
Media Campaigns ◽  
Content Type ◽  
Hospitality And Tourism ◽  
Hospitality And Tourism Industry ◽  
The Impact

Purpose The purpose of this paper is to review the impact electronic word-of-mouth (eWOM) has had on the hospitality and tourism industry and discuss the changes that will affect its future. The paper’s touchpoint is the authors’ earlier paper (Litvin et al., 2008), which proposed that eWOM was to become a major influence as a conduit of travelers’ views and opinions. Design/methodology/approach The paper summarizes the arguments of the authors’ earlier paper, describing ways in which eWOM has evolved into the influential system it has become, with special emphasis on the growth of mobile media as a platform for eWOM dissemination. Findings The authors conclude that eWOM has fulfilled its promise to become a major influence on the hospitality and tourism industry and will continue to play an essential role in hospitality marketing for the foreseeable future. Practical implications The authors provide examples of successful media campaigns and propose strategies for hospitality and tourism businesses. Originality/value eWOM has emerged to become a highly influential element of modern marketing strategy. This look back at an early eWOM paper, with reflection on changes that have occurred and a view to the future, is of value as validation of an often cited article that set the stage for much subsequent hospitality research.

scholarly journals The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value

2020 ◽  
Vol 12 (11) ◽  
pp. 4339 ◽  
Author(s):  
Taesoo Cho ◽  
Taeyoung Cho ◽  
Guosong Zhao ◽  
Hao Zhang
Keyword(s):  
Social Network ◽  
South Korea ◽  
Word Of Mouth ◽  
Low Cost ◽  
Network Services ◽  
Online Word Of Mouth ◽  
Consumer Experiences ◽  
Social Network Services ◽  
The Impact ◽  
Positive Effect

Today, social network services (SNS) advertising is frequently utilized by enterprises to communicate with consumers as it provides the best marketing effect using low-cost media. Since the value of SNS is increasing, managers need to look for more effective methods of utilizing the existing SNS channels. This study aims to provide suggestions for attracting customers and gaining an advantage amid the stiff competition among similar golf courses. To achieve the goal of this study, a questionnaire-based survey was conducted at six golf resorts in South Korea where SNS advertising has been used to enhance consumer experiences. The study found that SNS advertising and online word of mouth regarding golf resorts have a positive effect on emotive, social, and price values. Moreover, SNS advertising for golf resorts had a positive effect on the quality function value, while online word of mouth had no effect.

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