The Effectiveness of Electronic Word of Mouth on Consumers’ Perceptions of Adopting Products/Services - A Literature Review

2014 ◽  
Keyword(s):  
Literature Review ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth

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.

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 New Business Model For Creative Agency Through Influencer Marketing

2021 ◽  
Vol 18 (3) ◽  
pp. 11-19
Author(s):  
Rezi Muhamad Taufik Permana ◽  
M. Malik Akbar Rohandi ◽  
Yudha Dwi Nugraha
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Business Models ◽  
Business Processes ◽  
Word Of Mouth ◽  
Reference Group ◽  
Social Media Marketing ◽  
Primary Data ◽  
Electronic Word Of Mouth ◽  
Creative Agency

ABSTRACTInfluencer Marketing is seen as one of the best strategies to bring in potential customers when using social media marketing by leveraging the masses of Influencers. The purpose of this study is to analyze the phenomenon of influencer marketing, business models and decision making in the use of influencers in marketing activities for creative agency business people. In this study, we will analyze the social relationships of individuals or groups because influencer marketing can be an appropriate reference group. This study uses secondary data contained in books, white papers, journals, articles which is the basis for a literature review, while primary data uses direct surveys with 200 respondent to social media active users. From the results of this study, it can be concluded that influencers have a significant role in the business processes of creative agencies. Where influencers who have quite significant followers and the variety of content they create make it attractive to consumers.Keywords : Influencer Marketing, Electronic Word of Mouth,  Social Media Marketing.  ABSTRAKPemasaran Influencer dipandang sebagai salah satu strategi terbaik untuk mendatangkan pelanggan potensial saat menggunakan pemasaran media sosial dengan memanfaatkan massa Influencer. Tujuan dari penelitian ini adalah untuk menganalisis fenomena influencer marketing, model bisnis dan pengambilan keputusan dalam penggunaan influencer dalam kegiatan pemasaran bagi para pelaku bisnis creative agency. Dalam penelitian ini, kami akan menganalisis hubungan sosial individu atau kelompok karena influencer marketing dapat menjadi kelompok referensi yang tepat. Penelitian ini menggunakan data sekunder yang terdapat dalam buku, white paper, jurnal, artikel yang menjadi dasar dari literature review, sedangkan data primer menggunakan survey langsung dengan 200 responden pengguna aktif media sosial. Dari hasil penelitian ini dapat disimpulkan bahwa influencer memiliki peran yang signifikan dalam proses bisnis agensi kreatif. Dimana influencer yang memiliki followers cukup signifikan dan variasi konten yang mereka buat membuatnya menarik bagi konsumen.Kata kunci : Influencer Marketing, Electronic Word of Mouth, Social Media Marketing.

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