scholarly journals The Impact of Relationship Quality on Electronic Word-of-mouth Referral Behavior in Big Data Era

2021 ◽  
Vol 2 (2) ◽  
pp. 1-8
Author(s):  
Jing Wang ◽  
Yi-Jie Guo
Keyword(s):  
Big Data ◽  
Relationship Quality ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Electronic Word Of Mouth ◽  
Four Dimensions ◽  
Referral Behavior ◽  
Film Market ◽  
Evaluation Platform ◽  
The Impact

Consumer through their referral behavior could be an effective mechanism for marketers in promoting their products in today’s big data era. In order to explore the ways that the electronic word-of-mouth referral (e-WOM) comprehensively and effectively influence on the film market in the current media ecological environment in China, this research selects Douban, an outstanding representative of China’s online film evaluation platform as the research object and combines the related theories of relationship quality and e-WOM referral behavior to investigate the significant positive influence of the four dimensions of relationship quality (satisfaction, credibility, affection and commitment) on e-WOM referral behavior.

scholarly journals The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Semona Pillay
Keyword(s):  
Emerging Markets ◽  
Structural Equation ◽  
Discriminant Validity ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Electronic Word Of Mouth ◽  
Brand Love ◽  
Generation Z ◽  
Managerial Implications ◽  
The Impact

Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation.Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers.Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love.Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach’s alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25.Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption.Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love.Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.

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.

The Effect of Big Data Analytic Capabilities Upon Bank Performance via FinTech Innovation

2021 ◽  
Vol 13 (4) ◽  
pp. 62-87
Author(s):  
Ahmed Al-Dmour ◽  
Rand H. Al-Dmour ◽  
Hani H. Al-Dmour ◽  
Eatadal Basheer Ahmadamin
Keyword(s):  
Big Data ◽  
United Arab Emirates ◽  
Structural Equation ◽  
Positive Influence ◽  
Equation Modeling ◽  
Bank Performance ◽  
Senior Managers ◽  
Mediating Role ◽  
The Impact

This study aims to examine and validate the impact of big data analytical capabilities (individual, organizational, and technological) on bank performance via the mediating role of Fintech innovation in commercial banks operating in the United Arab Emirates (UAE). Based on a literature review, resource-based theory, and financial innovation theory, an integrated conceptual framework was developed to guide the study. A quantitative survey approach was used, and the data was collected from 236 banks' senior managers (IT, financial, and marketers). Amos 21 structural equation modeling (SEM) was used to analyze and verify the study variables. The main findings revealed that big data analytical capabilities had a significant positive influence on bank performance. Fintech innovation acted as partial mediators in this relationship.

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 Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing

2020 ◽  
Vol 10 (1) ◽  
pp. 201
Author(s):  
Liping Liu ◽  
Chih-Cheng Fang
Keyword(s):  
Social Media ◽  
Information Sharing ◽  
Relationship Quality ◽  
Information Acquisition ◽  
Word Of Mouth ◽  
Rapid Development ◽  
Consumer Information ◽  
Research Fields ◽  
Word Of Mouth Communication ◽  
The Impact

With the rapid development of "Internet plus", the number of Internet users in China has increased rapidly, and the number of active users of social media software ranks first in the world. Large Numbers of network users are also potential consumer groups. Social media influences other consumers through consumer interaction and social interaction, and consumers are transformed into active information acquisition rather than passive information reception. Word of mouth marketing on social media has become one of the hottest research fields. Based on the information adoption model, this study explores the impact of internet celebrity word-of-mouth communication on consumer information sharing from four dimensions: internet celebrity word-of-mouth communication, relationship quality, face consciousness, and consumer information sharing and establishes a research model to provide references and suggestions for subsequent researchers and enterprise management.

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 Influence of Shopping Experience on Shopping/Convenience Store Selection

2019 ◽  
Vol 10 (3) ◽  
pp. 74
Author(s):  
Malik Mubashir Hussain ◽  
Danish Ahmed Siddiqui
Keyword(s):  
Structural Equation ◽  
Positive Influence ◽  
Consumer Perceptions ◽  
Four Dimensions ◽  
Gender Influence ◽  
Shopping Experience ◽  
Atmosphere Environment ◽  
The Impact ◽  
Significant Positive Influence ◽  
Selection Of

In this paper the influence of shopping experience on a specific shopping store selection has been investigated. Four dimensions of shopping experience namely Accessibility, Atmosphere, Environment and Service Personnel were proposed, and a 15-item measure is developed to measure 304 consumer perceptions of the shopping experience across different regions of Pakistan using Structural Equation Modelling. Findings indicate that shopping experience enjoyment has a significant positive influence upon customers’ selection of shopping destinations. Furthermore, the study highlights different aspects under which these preferences could be altered such as under gender Influence, economic factors, legal boundaries; these preferences seem to be affected up to a considerable amount and the impact of such factors could not be overlooked.

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