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 AN EXPLORATORY ANALYSIS OF BRAND EQUITY BASED ON TANGIBLE AND INTANGIBLE ATTRIBUTES ON TWEETS OF THE LARGEST WESTERN EUROPE MANUFACTURING COMPANIES

2020 ◽  
Author(s):  
Fernando Jurado Ramos ◽  
◽  
Javier Perez-Aranda ◽  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Multivariate Analysis ◽  
Brand Equity ◽  
Western Europe ◽  
Word Of Mouth ◽  
Exploratory Analysis ◽  
Electronic Word Of Mouth ◽  
Manufacturing Companies ◽  
Brand Engagement

Social networks have become a means of interaction between companies or organizations and consumers. However, few studies have dealt with the use of tangible and intangible attributes on social networks of manufacturing companies. This work deepens the concept of brand equity of European manufacturing companies through the analysis of brand engagement and electronic word-of mouth (eWOM) generated by social media posts. Firstly, tangible and intangible attributes have been identified on tweets. Secondly, it has been analysed if there is a link between tweets based on tangible and intangible attributes and number of likes (brand engagement) or retweets (eWOM). The multivariate analysis results show relationships between publications including the analysed attributes and brand equity. In contrast, eWOM is only related with tangible attributes. Conclusions are discussed.

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.

scholarly journals Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention

2022 ◽  
Vol 6 (1) ◽  
pp. 64-74
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Questionnaire ◽  
Digital Platforms ◽  
The Impact ◽  
The Relationship

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF

The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups

2019 ◽  
pp. 1245-1268
Author(s):  
Tamer Abbas Awad ◽  
Shereen Mohamed Abdel Fatah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Word Of Mouth ◽  
Second Phase ◽  
Electronic Word Of Mouth ◽  
Brand Advocacy ◽  
Start Ups ◽  
The Impact ◽  
The Relationship

Organizations are realizing the importance of social media and social networking sites as a communication channel for their brands. Startups, which are new small ventures, face many challenges to prosper in today's fast-paced economy. This research focuses on the challenge of building brand advocacy against the start-ups' low brand awareness and limited financing capabilities. Brand advocacy is defined as the extent to which consumers recommend the brand to their community. It is mainly characterized by high brand loyalty and strong positive electronic word of mouth. This research aims to explore the drivers of brand advocacy on social media in case of startups. The results of the will serve as the input for the second phase which follows a quantitative approach in which a survey will be undertaken to determine first, the relationship between the variables validated in the first phase and brand advocacy mediated by brand loyalty and electronic word of mouth, and second, test for demographics differences in this relationship.

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.

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.

Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity

2021 ◽  
pp. 227853372110249
Author(s):  
Milad Farzin ◽  
Marzie Sadeghi ◽  
Majid Fattahi ◽  
Mohammad Reza Eghbal
Keyword(s):  
Social Media ◽  
Willingness To Pay ◽  
Brand Equity ◽  
Word Of Mouth ◽  
Theory And Practice ◽  
Brand Identity ◽  
Social Media Marketing ◽  
Electronic Word Of Mouth ◽  
Mediating Role

The spread of social media has created a new era for companies and brands and forcing them to explore new interactive ways to achieve and engage their consumers. The main purpose of the present study is to investigate the impact of social media marketing and electronic word-of-mouth on consumers' willingness to pay a premium due to the mediating role of brand equity and brand identity. The data were collected through a survey by simple random sampling method. Questionnaires were distributed among people who had experience in buying leather products from social networks. Structural equation modeling technique was applied to test the research hypotheses. The results exposed the process that transforms social media marketing and electronic word-of-mouth to the willingness to pay a premium. Moreover, the findings showed that electronic word-of-mouth can indirectly affect consumer behavioral responses through brand equity and brand identity and also have a direct impact on consumer decisions such as willingness to pay a premium. The study has important implications for both theory and practice. This insight could be utilized by marketers and advertisers in the formulation and implementation of effective and coherent marketing and advertising strategies.

scholarly journals The Effect of Brand Equity and Electronic Word of Mouth (E - WOM) on Customer Satisfaction and Loyalty in E-commerce Marketplace

2021 ◽  
Vol 8 (4) ◽  
pp. 308-315
Author(s):  
Adhy Arya Hendrata ◽  
Netti Tinaprilla ◽  
Arief Safari
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Consumer Satisfaction ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Total Sample ◽  
Positive Influence ◽  
Electronic Word Of Mouth ◽  
Positive Effect

E-commerce in Indonesia is currently developing rapidly in line with the era of globalization. Brand equity and electronic word of mouth is one aspect that e-commerce really cares about. Tokopedia, Shopee, Lazada and Bukalapak are competing fiercely to maintain their competitive advantage by creating good brand equity. Therefore, it is interesting to learn about brand equity in building customer satisfaction and customer loyalty. The aim of this study is (1) Analyzing brand equity in the e-commerce marketplace, (2) Calculating the level of overall consumer satisfaction and loyalty to the four e-commerce marketplaces,(3) Identifying the elements of brand equity and electronic word of mouth that affect brand satisfaction and loyalty to the four e-commerce marketplace companies. The sampling technique in research uses non-probability sampling method with convenience sampling technique. This study used a total sample of 100 people service users of the e-commerce marketplace companies Tokopedia, Shopee, Lazada, and Bukalapak. Processed using SEM-PLS. Based on the research results, the elements of brand equity and electronic word of mouth have a positive influence on consumer satisfaction. In the Tokopedia and Shopee brands, there is one element of brand equity that has no effect, namely brand association and brand awareness. Lazada, one element that affects satisfaction, Bukalapak has a positive effect on satisfaction, namely electronic word of mouth. Consumer satisfaction has a significant positive effect on consumer loyalty. Keywords: E-Wom, Brand Equity, Customer Loyalty, Customer Satisfaction, SEM-PLS.

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.

How social media strategies of nonprofit organizations affect consumer donation intention and word-of-mouth

2017 ◽  
Vol 45 (11) ◽  
pp. 1775-1786 ◽  
Author(s):  
Yi Feng ◽  
Lanying Du ◽  
Qian Ling
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Model ◽  
Electronic Word Of Mouth ◽  
Perceived Trust ◽  
Donation Intention ◽  
Positive Effect

Our purpose in this study was to validate the role of consumers' perceived trust and satisfaction in the internal mechanism of the effect of nonprofit organizations' social media strategies on consumers' donation intention and electronic word-of-mouth. We developed an online survey that was completed by 242 followers of the One Foundation nonprofit organization on social media. Responses were analyzed with a structural equation model. The results showed that both dissemination and interactivity had a significantly positive effect on consumers' perceived trust and satisfaction, which subsequently influenced their donation intention, and electronic word-of-mouth. Disclosure had a positive effect only on trust. Practical implications for managers of nonprofit organizations are discussed.

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