Unleashing Positive Word-of-Mouth Through Brand Social Responsibility

We examine social- and self-motives as drivers of Word of Mouth (WOM). The main proposition is that the transmitter expects to gain personal and social benefits from sharing his opinion about a brand. The gains are in the form of expected satisfaction of self- and social-needs. In the research model, self-needs (i.e., self-enhancement and self-affirmation) are considered the initial driver of WOM. The desire for their satisfaction through WOM results in an intended social interaction, which in turn triggers social-motives: social-needs (i.e., social comparison and social bonding) and social-intentions (i.e., helping others and providing social information). WOM is the outcome of the intention to engage in a social interaction that is initiated by the intention to satisfy self-needs. Through an empirical analysis, we examine how the underlying mechanism varies for positive and negative WOM. Positive WOM is motivated primarily by the need for self-enhancement, and negative WOM is motivated by the need for self-affirmation. The need for social comparison affects both valences of WOM, the need for social bonding affects only positive WOM, and intention to help others and share social information affect only negative WOM. The findings suggest that discussing brands can be a mechanism for acquiring personal and social benefits, and consequently, promotional campaigns should highlight the gains customers accrue through WOM.

The simultaneous occurrence of negative and positive word of mouth is often likely in a marketing context. Measuring the influence of these conflicting social pressures is not straightforward in current diffusion models. Adaptations from compartment models of epidemiology can provide methods for estimating both positive and negative word of mouth. This study examines the impact of positive and negative word of mouth on donating behavior using data from over 89,000 households that made a gift to a non-profit. The 10-year longitudinal dataset creates the opportunity to calculate negative and positive word of mouth on donating behavior.

PurposeThe purpose of this paper is to explore whether people’s intuitions regarding the social consequences of word of mouth (WOM) match the actual consequences. The authors investigate the expectations people have about how sharing WOM (positive or negative) will change others’ perceptions of them and then compare these expectations to the actual impact of WOM.Design/methodology/approachSix studies were conducted. Study 1 predicted how sharing their experiences with various products or services would change others’ opinion of them. Studies 2a/2b contrasted participants’ intuitions about the potential social consequences of sharing WOM with the consequences. Studies 3a/3b and 4a/4b tested for the hypothesized mediating mechanism. Studies 5a/5b focused on negative WOM and used participants’ own reviews to compare intuitions with impact. Study 6 explored whether considering one’s own consumption experience mitigates the negative social impact of WOM.FindingsConsumers expect positive WOM to improve perceptions as it conveys only positive cues about the communicator (i.e. helping intentions and a positive personality). Negative WOM is expected to have neutral impact, as it conveys mixed cues (i.e. helping intentions but a negative personality). In contrast, the authors show that sharing negative WOM tends to be quite detrimental, whereas sharing positive WOM has little impact. People are largely unaware of these effects.Research limitations/implicationsThe research contributes to the literature on WOM and social transmission by comparing people’s intuitions about the social consequences of WOM with its actual consequences. The authors acknowledge that they used mostly WOM messages that were pre-written (vs spontaneously generated by participants). This may have constrained the generalizability of the results. Several potential moderators remain to be investigated, such as the role of message extremity, the interpersonal closeness between communicator and receiver, whether the WOM was solicited vs spontaneous, online vs offline, etc.Practical implicationsGreater effort is needed to raise consumers’ awareness about the gap between their expectations and the actual social consequences of WOM. Furthermore, marketers responsible for designing product review opportunities should be encouraged to provide consumers with more flexible options, such as the ability to easily remove an online review. Finally, consumers transmitting negative WOM in particular should be aware that their negative tone may compromise the persuasiveness of their message by making the receiver more vigilant and thus less receptive.Originality/valueThe authors are the first to directly contrast people’s intuitions about the social consequences of WOM with its consequences. Unlike the previous literature, the authors investigate people’s intuitions directly, and investigate the consequences of positive and negative WOM by comparing them to a neutral no-WOM condition. They also shed light on the specific personality traits people infer from WOM.

The relative incidence of positive and negative word of mouth: A multi-category study

본 연구는 온라인 게임의 기존 이용자 유지 및 신규 이용자 유치 방안을 제시하고자 온라인 게임 이용자들의 긍정적 구전에 미치는 요인과 그 구조에 대해 밝히는 것을 목적으로 한다. 기존 연구에서는 게임의 속성이나 이용자의 속성이 온라인 게임 이용의도에 미치는 영향에 주로 초점이 맞춰져 있었다. 하지만 네트워크 기반으로 이용자 간 커뮤니케이션을 동반하는 온라인 게임의 특성상 개별 소비자의 이용뿐만 아니라 확산을 통한 일정 수준의 소비자 확보가 온라인 게임 시장에서 성공의 핵심 요인이다. 즉, 게임 이용자가 증가할수록 게임 이용자가 얻게 되는 가치가 증가할 것이라는 네트워크 외부성을 고려해야 한다. 따라서 본 연구는 온라인 게임의 사회규범적 특성 및 크리티컬 매스의 특성이 온라인 게임에 대한 태도 및 구전의도에 미치는 영향을 규명하고자 하였다. 연구결과 사회규범적 특성과 크리티컬 매스의 특성은 온라인 게임에 대한 태도에 유의한 양(+)의 영향을 미치는 것으로 확인되었다. 또한 사회규범적 특성과 태도는 이용자의 구전의도에 유의한 양(+)의 영향력을 직접적으로 미치는 것으로 밝혀졌다. 이러한 결과는 이용자 확보를 위해 긍정적 구전 확산을 원하는 온라인 게임 기업들에게 사회규범 및 크리티컬 매스의 활용 방안에 대한 실무적 시사점을 제시한다. The purpose of this research is to find the specific structure with factors that affect online game users' positive word of mouth(WOM) for online game companies to maintain existing and new users. In previous studies the influence of characteristics of online games and attributes of users on intention to play online games is mainly focused on. However online games are products with communication on network, so that critical mass through diffusion as well as the use of product by individual consumers is important issues. Therefore, it is necessary to consider network externality effect that the more value can be obtained by more game users. The authors verified that the influence of the variables like social mass and critical mass, affecting consumers' attitude and WOM. According to the research results, social norm and critical mass have significant influence on positive attitude and WOM intention for online games. Another results verified that social norm and users' attitude affect positive WOM intention directly. These results suggest managerial implication regarding social norm and critical mass to online game companies that desire for WOM to get more online game users.

Purpose: Social Network Sites(SNS) have been grown up as a public communication channel consumer frequently participate in. Most of food service brands are utilizing social media for advertising recently. As a result of SNS marketing, food service brands anticipate positive outputs from SNS engagement and consumer brand engagement so that we need to verify structural relationship among SNS characteristics, SNS engagement and consumer brand engagement. Research design, data, and methodology: This study identifies that SNS characteristics have effects on SNS engagement and examines relationship between SNS engagement and behavioral engagement. We conceptualize SNS characteristics as information quality, hedonic level and interaction. Furthermore, SNS engagement is composed of SNS participation, positive word of mouth(WOM). In order to verify the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Sample data were collected from 433 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The findings of this research are as follows. First, information quality is positively related with SNS participation. Hedonic level and interaction have impacts on SNS participation and positive WOM respectively. Second, SNS participation has positive effects on positive WOM. Third, both SNS participation and WOM influence behavioral engagement respectively. Conclusions: The implications demonstrate that SNS characteristics such as information quality and hedonic level and interaction exert effects for consumer to participate in SNS brand page. Meanwhile, hedonic level and interaction influence on positive WOM but information quality doesn't. SNS participation and positive WOM affect consumer to engage in specific brand behaviorally as well. Therefore, food service brand marketer is required to manage SNS information quality and hedonic level and interaction among members to encourage SNS participation and positive WOM. As SNS participation and positive WOM increases behavioral engagement of consumer, marketer needs to incentivize SNS participation and look after situation of positive WOM and respond swiftly.

This study examines the impact of self-construal on the relationship between self–brand connection and brand lovers’ positive word of mouth (WOM). Our sample was composed of U.S. and Korean consumers who reflected on hospitality brands that they claim to love. The results demonstrate that the effect of self–brand connection on brand lovers’ positive WOM is stronger for consumers with an independent self-construal compared with those with a more interdependent notion of self. Moreover, we show that emotional attachment is a psychological mechanism explaining the effect of self–brand connection on consumer’s WOM. Our findings have several important managerial implications for hospitality operators.

Purpose – This study aims to examine the effects interpersonal, service product and message factors has on positive and negative word of mouth's (WOM) influence. The study also sought to address the impact WOM had on changes in people's willingness to use a service provider. Design/methodology/approach – A total of 495 consumers who had received positive WOM and 505 who had received negative WOM in the prior 12 months completed an online survey. The sample was recruited through a national online consumer panel provider. Findings – Positive WOM was more effective and positive WOM messages had a greater effect on people's willingness to use a service than did negative WOM. Paradoxically, the strength of WOM and interpersonal factors had more impact on the influence of negative WOM, while brand equity enhanced positive WOM and acted as a buffer to negative WOM. Research limitations/implications – The study was conducted in a services context and may not necessarily be generalizable to product contexts. Further, the factors enhancing WOM in online contexts need to be examined, although the present model's constructs (e.g. homophily) are not equivalent in this context. Practical implications – Different circumstances may enhance or detract from the influence of positive and negative WOM. Managers should maximise the verbal strength of positive WOM messages and generate positive brand equity perceptions, as this offers a buffer to negative WOM. Recommendations also include addressing customer education and socialisation to enhance WOM message influence. Originality/value – The study extended prior WOM research by addressing interpersonal, service product and message factors, as well as the change in intended behaviour for positive and negative WOM.

PurposeThis study aims to examine the role of corporate social responsibility (CSR) in forming a brand image and word of mouth (WOM) in the hotel industry in India. This study proposed a framework for examining the influence of CSR activities on self-congruence and the brand attitudes and indirect effects on consumer brand image and WOM in the hospitality industry in India.Design/methodology/approachA self-administered questionnaire is used to collect the data from the hotel guests staying in four five-star hotels in the Delhi NCR. The structural equation modelling was used for the empirical data analysis using AMOS 23.0.FindingsThe findings suggest that CSR, directly and indirectly, influences the brand image and WOM. The present study confirms CSR’s indirect effects on brand image and WOM.Originality/valueThe findings from this study will help companies design customer-driven, socially responsible activities. In the context of hotels, a mechanism based on social exchange suggests that CSR activities signal to consumers that the hotel supports society’s well-being; thus, the customers feel obliged to reciprocate the action by having a positive WOM and brand image. Therefore, hotel firms benefit from their socially responsible activities by having a positive attitude, self-congruence and WOM.

Talk up or criticize? Customer responses to WOM about competitors during social interactions

Measuring the impact of positive and negative word of mouth: A reappraisal

Purpose – This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology – Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. Findings – The study reveals that green brand loyalty mediates the relationship between brand trust and WoM. Additionally, green promotion significantly moderates the relationship between brand trust and green brand loyalty. The study concludes that green promotion is vital in influencing consumers’ trust in the brand, subsequently increasing their loyalty. Research limitations – This study has not categorized the groups of environmentally friendly products used by young Vietnamese to see if there is a difference. Practical implications – These results provide significant implications for brand managers to enhance the effectiveness of WoM. Originality/Value – Green promotion is an effective strategy for brands to regain consumers’ loyalty and maintain a close relationship between consumers and green brands. Additionally, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.

PurposeWhile extant research has predominantly focused on outcomes of customer satisfaction that benefit the focal firm such as customer engagement behaviors (CEBs), little is done to understand human capital-related outcomes that directly benefit customers and thus benefit the firm indirectly. Drawing on the theory of reasoned action, broaden-and-build theory of positive emotions and human capital theory, this study aims to understand how and why a satisfied customer benefits the firm directly (CEBs) and indirectly (human capital-related outcomes).Design/methodology/approachFollowing a sequential mixed-methods approach, two studies are conducted in an extended service encounter context (higher education) where customers also constitute key human capital of the service firm. First, a qualitative study is conducted, which is then followed by a quantitative study. Survey data collected from students working as interns in organizations and their immediate managers resulted in 209 “intern–manager” dyads.FindingsThe findings demonstrate that customer satisfaction on its own does not substantially account for either human capital-related outcomes or CEBs (except word of mouth [WOM]). Both emotional and cognitive mechanisms play key and unique mediating roles in translating satisfaction into outcomes that benefit a service firm directly and indirectly by benefiting its customers.Research limitations/implicationsWhile much research demonstrates benefits of customer satisfaction for the focal firm, this research advances our understanding of the novel consequences of customer satisfaction by shedding light on human capital-related outcomes that directly benefit customers. It also aids in explicating prior inconsistent findings on the relationship between customer satisfaction and CEBs by uncovering the underlying mediating mechanisms.Practical implicationsThis investigation provides a deeper understanding of the significance of customer satisfaction by demonstrating how and why satisfied customers increase firm value beyond purchase, for instance, by being direct (through positive WOM) and indirect (through enhanced human capital performance) promoters, consultants (through participation) or investors (through monetary giving). A key implication of this research is that simply enhancing customer satisfaction on its own may not suffice as the findings suggest that satisfaction translates into beneficial outcomes only when satisfaction is channeled toward enhancing customer perceptions of competence and their positive emotions.Originality/valueThis study contributes to the literature by providing a deeper understanding of how and why customer satisfaction influences outcomes that not only benefit the firm but also its customers in extended service encounter context.

Consumers often purchase new products based on online reviews and recommendations from both friends and strangers. Previous studies have extensively explored the effects of word of mouth (WOM) on the prepurchase stage, but little is known about whether WOM from friends or strangers can alter consumers’ postpurchase behavior. The authors propose that positive WOM from distant (vs. close) others increases consumers’ intention to share negative WOM when the product/service fails to perform to their satisfaction due to two distinctive motivations. First, consumers perceive that positive WOM from distant others might mislead more people, and, consequently, consumers expect their negative WOM to have a greater impact on helping others. Second, when receiving positive WOM from close others, they are less willing to publicly contradict the close others’ WOM even though they believe the WOM is misleading. Studies 1a and 1b demonstrate the main effect of interpersonal closeness on negative WOM intention, while Study 2 reveals the dual mediating effects of anticipated impact and relationship norm. Studies 3 and 4 validate these mechanisms by showing the moderating role of the self-construal level while ruling out the role of impression management. This research offers practical implications for WOM management across different social ties.

PurposeThis paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender.Design/methodology/approachData were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM).FindingsAttachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study.Practical implicationsThis study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands.Originality/valueThis is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.