Determinants of Customer Engagement in Electronic Word of Mouth (eWOM) Communication

2021 ◽  
pp. 196-225
Author(s):  
Anshu Rani ◽  
Urmila Itam ◽  
Shivaprasad H. N.
Keyword(s):  
Social Networking ◽  
Conceptual Model ◽  
Social Networking Sites ◽  
Positive Attitude ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Brand Image ◽  
Customer Engagement ◽  
Technological Advancement ◽  
Managerial Implications

The technological advancement in the usage of social networking sites (SNSs) has grown beyond boundaries. This expansion helps organizations to capture the attention of online customers towards their products and services. The primary purpose of the study is to list the drivers of eWOM credibility and explore its role in customer engagement at SNSs. A conceptual model that categorizes source credibility, trustability, knowledge, tie strength, and homophily are identified as the drivers of eWOM source credibility in SNSs. Similarly, valence, volume, consistency, emotions, quality, and rating are listed as the drivers of eWOM message credibility. This study suggested that drivers of eWOM will impact on customer engagement and that will, in turn, result in building a positive attitude, brand image, and behaviour towards the product or service listed in the SNSs. Further, the study discusses the theoretical and managerial implications in engaging customers through eWOM.

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

scholarly journals Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

2021 ◽  
Vol 16 (4) ◽  
pp. 1008-1024
Author(s):  
Mohd Shuaib Siddiqui ◽  
Urooj Ahmad Siddiqui ◽  
Mohammed Arshad Khan ◽  
Ibrahim Ghazi Alkandi ◽  
Anoop Krishna Saxena ◽  
...  
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Factors Affecting ◽  
Online Purchase

The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implications. The proposed framework explicates the consumer’s use of SNSs as a tool for information sharing and its effect on brand image and online purchase intentions. The consumer survey was done through a structured questionnaire developed in accordance with the literature. Data was collected from 256 respondents, using both offline and online modes from 4 different cities of India. Structural Equation Modeling was employed to estimate the proposed model and determine the antecedents of consumer eWOM credibility and in turn its effect on brand image leading to consumer purchase intentions. The results show SNS activities play a significant role in creating eWOM credibility, which leads to shaping the brand image and purchase intentions. The findings would help companies to create a positive brand image to enhance their purchase intentions through eWOM aroused via SNSs.

MARKETING COMMUNICATION STRATEGIES OF THE ENTERPRISE IN THE CONDITIONS OF ECONOMY DIGITALIZATION

2018 ◽  
Author(s):  
Anastasiia Zerkal ◽  
◽  
Viktoriia Holomb ◽  
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Social Networking Sites ◽  
Positive Impact ◽  
Communication Strategies ◽  
Mobile Technologies ◽  
Customer Engagement ◽  
User Engagement ◽  
Marketing Communication ◽  
Internet Users

The article considers the peculiarities of the formation of marketing communication strategies of the enterprise in terms of digitalization of the economy. The main directions of mass media in the twentieth century are determined and the delimitation of modern social media is presented. The conditions of compliance of the website have been determined so that it can be considered as a part of web 2.0: the ability to independently contribute to the content of the site; User control of your own information and website design -interactive and useful. The influence of digital and mobile technologies on the peculiarities of users' communication, as well as their attitude to the interactivity of social networks is proved. The potential of social networks to support their brands, increase the customer base and promote goods and services of enterprises has been identified. It is determined that due to its popularity, social networking sites have had a significant impact on ways of social communication and as a result have changed the sales channels of enterprises. It is estimated that the number of people using social networks is growing very fast, and at the time of writing, more than 2.62 billion people are using social networking sites. The largest social networks were analyzed: Facebook, Pinterest, Twitter, LinkedIn, Instagram. Their features and advantages for both users and professional marketers of enterprises are determined. It is estimated that in 2021, 71% of the total number of Internet users were users of social networks, and this percentage is projected to increase. The most popular activity among Internet users is social networking, and it has a high level of user engagement, which has a positive impact on the sales of businesses that work with digital marketing tools. The ease and low cost of Internet marketing compared to conventional advertising has proven that businesses in all sectors of the economy can more effectively reach their target audience, and social networks help influence other potential customers, and allow businesses to get useful feedback on their product or service. Ultimately, this leads to improved products / services and customer engagement, ie improves the company's marketing communication strategies in today's digital economy.

A CONCEPTUAL MODEL TO UNDERSTAND THE EFFECTS OF PERCEPTION ON THE CONTINUANCE INTENTION IN FACEBOOK

2012 ◽  
Vol 01 (08) ◽  
pp. 29-34
Author(s):  
Shih-Chih Chen ◽  
Huei-Huang Chen ◽  
Mei-Tzu Lin ◽  
Yu-Bei Chen
Keyword(s):  
Information System ◽  
Social Networking ◽  
Conceptual Model ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
System Quality ◽  
Perceived Ease Of Use ◽  
Continuance Intention ◽  
Proposed Model ◽  
Managerial Implications

Recently, the social networking applications expand rapidly and attract a lot of users in a short time period. This study attempts to develop a conceptual model to understand the continuance intention in the context of social networking. The conceptual model integrates the post-acceptance model of information system continuance with perceived ease-of-use and perceived usefulness proposed by Bhattacherjee (2001a) and Davis (1989), respectively. In the proposed model, continuance intention is influenced by the relationship quality and information system quality. Additionally, nine propositions are developed based the proposed model and literature review. Finally, conclusions, managerial implications, and future direction of research are also provided.

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.

Social Media Envy: How Experience Sharing on Social Networking Sites Drives Millennials’ Aspirational Tourism Consumption

2018 ◽  
Vol 58 (3) ◽  
pp. 355-369 ◽  
Author(s):  
Hongbo Liu ◽  
Laurie Wu ◽  
Xiang (Robert) Li
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Peer Influence ◽  
Social Networking Sites ◽  
Self Esteem ◽  
Comparison Theory ◽  
Travel Experience ◽  
Influence Mechanism ◽  
Benign Envy ◽  
Managerial Implications

The sharing of travel experiences has become ubiquitous in today’s era. This study focuses on a pervasive trend among Millennial consumers: the experience of benign envy toward others’ positive travel experience sharing on social networking sites. Drawing on social comparison theory, the current study reveals why and under what conditions others’ positive experience sharing may trigger Millennial consumers’ destination visit intention. Using a mixed experimental design, this study finds that, among consumers with low trait self-esteem, luxury travel experiences shared by similar others stimulate focal consumers’ own intentions to visit the same destination. In addition, destination visit intention is triggered by benign envy toward the experience sharer. Important theoretical insights are provided regarding peer influence mechanism on social networking sites and travel consumption. Finally, managerial implications for destination marketers are presented with a focus on how to improve the effectiveness of social media marketing in targeting Millennials.

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