eWOM Behavior Research Articles

Service Experience and Customers’ eWOM Behavior on Social Media Platforms: The Role of Platform Symmetry

Empirical evidence has demonstrated that customers often share diverse, and sometimes even conflicting, eWOM information on various social platforms, bringing new challenges to eWOM management. Based on the platform symmetry theory, this work explores how customers’ positive or negative service experience alters their choice of social platforms for eWOM communications. Using five studies, across restaurant and hotel services, we find that customers tend to share positive eWOM on symmetrical social platforms (e.g., WeChat) but negative eWOM on asymmetrical social platforms (e.g., TikTok, Weibo). Self-enhancement and emotion regulation motivations mediate the impact of service experiences on customers’ social platform preferences. Such an effect, however, is attenuated when the service is hedonic (vs. utilitarian) by nature. This work expands the existing literature on eWOM sharing and social platforms within the hospitality industry and offers valuable insights for service providers regarding effective eWOM management in the social media era.

Does tourism experience matter in cultural tourism destinations? Predicting future tourist behavior

Cultural tourism, as a niche market in the service-intensive tourism industry, has distinctive characteristics, experiences, and different individual consequences. The primary objective of this study is to explore the underlying substantial dimension of cultural tourism experiences in predicting tourists’ behaviors to stimulate electronic word-of-mouth (e-WoM) and shaping the cultural destination image. A quantitative approach was conducted with PLS-SEM to analyze data for tourists visiting the culture tourism village at Gorontalo, in Indonesia. The bootstrapping procedure is used to test the mediation effect, with direct and indirect effects analyzed. The results indicate that among the various components of the cultural tourism experience, relaxation and learning about the local culture are particularly significant in generating tourist e-wom behavior. The study also acknowledges the crucial role of e-WoM in cultural tourism as a mediator among relaxation, learn local culture, and destination image. Ultimately, these findings emphasize the importance of cultural tourism in showcasing experiences that provide relaxation and new knowledge originating from destinations. This research contributes to an enhanced understanding of the diverse impact of the cultural tourism experience dimension and its consequences for tourist behavior.

Revolutionizing the restaurant industry: exploring the implementation and impact of blockchain technology on the dining experience

ABSTRACT This research conducted two studies on blockchain technology (BCT) in the restaurant supply chain. The first study explored how BCT influences customer dining experiences using a service design workshop. The second study validated the findings using PLS-SEM. Results indicate that customer innovativeness and cryptocurrency ownership positively impact transparency perceptions. Increased transparency improves food safety, quality, and naturalness perceptions, enhancing customer satisfaction and eWOM behavior. Food safety concerns and health consciousness strengthen the relationship between transparency and perceived food safety and quality. This research expands information processing theory and offers insights for restaurant owners, policymakers, and technology developers regarding BCT adoption.

Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture

Our paper explores how individual customers’ promoter scores are linked to their electronic word-of-mouth (e-WOM) behaviour under different cultural contexts. We conducted two studies using experimental design to addresses these two research questions. The first study utilised a unique dataset comprising 4,864 hotel guests, enabling a comparison between the intentions suggested by their individual promoter scores and the actual e-WOM behaviour they subsequently engaged in on various online platforms. The second study used data collected from four different countries (I.e., US, UK, China, and Egypt) to validate the results of study 1 and to explore the influence of national culture on the relationships between individual promoter scores and the actual e-WOM behaviour. The findings of study 1 revealed that promoter scores have a significant positive effect on online message valence. Study 2 validated the results of study and it also revealed that the influence of net promoter score on positive WOM and negative WOM increases with increasing collectivism, power distance, uncertainty avoidance, and masculinity. Our research provides meaningful theoretical and practical implications for hotels managers.

Co-creation experience in Indonesian mobile commerce: A self-determination theory perspective

Understanding customer co-creation experience in mobile commerce helps business to tailor their offerings, improves customer engagement, and cultivates long-lasting brand relationships, ultimately leading to business success in the competitive digital marketplace. Anchoring in service-dominant logic and self-determination theory framework, this study aims to investigate customers’ internal stimuli as the antecedents of the co-creation experience and its impact on brand relationship behavior. An online survey was employed to gather data from 499 users of Shopee, Tokopedia, Bukalapak, and Lazada mobile commerce marketplaces in Indonesia. PLS-SEM is used to analyze the conceptual model. The results reveal that customers’ internal stimuli of enabling the self and gratifying the self positively influence the co-creation experience (t-value > 1.645, p-value < 0.001). At the same time, no significant effect was found on the relationship between enriching the self and the co-creation experience. This study also confirms the role of co-creation experience in motivating continuance intention and E-WOM (t-value > 1.645, p-value < 0.001). The findings contribute to developing and validating the co-creation experience concept by demonstrating the role of customer internal stimuli in influencing the co-creation experience, thus motivating customer continuance intention and E-WOM behavior. The findings suggest the importance of the focus given by mobile commerce marketplace managers in designing mobile commerce platforms that can also meet the inner needs of users. A positive co-creation experience can enhance customer commitment and thus encourage positive E-WOM. These factors contribute to the long-term success and growth of mobile commerce platforms in an increasingly competitive market.

Effects of the guest experience, well-being, and eWOM intention for resort hotels: A positive psychology perspective

Guests' experience in an experiencescape (e.g., resort hotel) is a critical pathway for them to cultivate hedonic and eudaimonic well-being from the perspective of positive psychology. Nonetheless, the mechanism between guests' experience, hedonic and eudaimonic well-being, altruism and electronic word of mouth (eWOM) intention remains unexplored. This study utilized the stimuli–organism–response (SOR) model to advance the understanding of the psychological mechanism underlying guests' experience, well-being and eWOM intention by further integrating altruism as a moderator. In total, 445 questionnaires from China were analyzed via partial least squares structural equation modeling. Results illustrated significant mediating effects of hedonic and eudaimonic well-being between guests' experience and eWOM intention. Unexpectedly, altruism had no moderating effect on eWOM intention. Theoretically, this paper extends the SOR model's application to experiencescapes by describing novel stimuli and organisms, and to enrich the understanding of well-being in tourism and hospitality. Practically, this paper provides guidelines for resort hotel marketers and operators to identify the mechanism of guests' voluntary eWOM behavior and to devise strategies for encouraging more active eWOM.

How Online Travel Reviews Sources Affect Travelers’ Behavioral Intentions? Analysis with Source Credibility Theory

ABSTRACT This study used Source Credibility Theory (SCT) to examine the effect of the source credibility factors (SCFs) of travelers’ electronic word of mouth (eWOM) and their adoption on tourists’ hotel booking and review sharing intention. This study used Structure Equation Modeling (SEM) and artificial neural network (ANN) approaches to validate the effect of SCFs on tourists’ behavioral intentions. The study highlighted that all three source credibility factors, such as perceived sender trust, website trust, and organizational reputation, affected functional aspects like eWOM credibility and adoption. The study finds the dual-mediating effect of eWOM credibility and adoption between source credibility factors and eWOM outcomes. This study makes a unique attempt to analyze the roles of various aspects of SCT on tourists’ eWOM behavior. This study contributes to online trust literature by examining the effect of different online credibility factors (surface credibility, presumed credibility, reputed credibility) on online tourist behavior.

Word of mouse! What drives consumer voluntarism to write online reviews?

ABSTRACT Online reviews have gained attention of both prospective consumers and business entities. Prior researchers have investigated motivators of online review writing; however, explicit role of intrinsic motivations for this voluntary act has yet to gain much attention. This study addresses this gap by examining consumers’ intrinsic motivations influencing their intention to write online reviews. An integrated model incorporating hedonic, pro-social, and ego-defensive motives as predictors along with Theory of Planned Behavior was developed and tested with data collected from 1111 users of e-tailer platforms. Results of PLS-SEM procedure reveal that the consumer’s intention to write online reviews is predicated on hedonic motivation and ego-defensive function as well as two TPB factors, namely, attitude toward review writing and perceived behavioral control. The study’s findings elucidate the complex mechanisms underlying consumers’ intention to write online reviews with implications for theory and practice of e-WOM behavior and business research.

Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions

The rapid industrialization and growth across the world have fostered the consumption of luxury fashion brands. Electronic word-of- mouth on social media (eWOM) is fast becoming an effective and germane strategy to engage luxury consumers through posting pictures, sharing reviews, and communicating information on platforms like Facebook, Instagram, and TikTok. Extant research has not examined the antecedents and drivers that lead to eWOM behavior. We leverage self-congruity theory and through its focal lens, our study addresses this research gap through a survey conducted with 453 consumers in Mexico, Latin America's fastest growing market. Our results indicate that need for status, susceptibility to normative influence, and luxury brand involvement, moderated by authentic pride and social media influencers lead to eWOM behavior on social media. We also demonstrate that luxury brand involvement and susceptibility to normative influence mediate the relationship between need for status and eWOM behavior on social media. The study provides important implications to managers and researchers by suggesting long-term actionable strategies for growth that can help luxury firms develop a sustainable competitive advantage over rivals and competitors.

Motivations and attitudes towards consulting eWOM when booking accommodation

This study explores the process of formation of attitudes towards eWOM by analyzing the relationships among “perceived credibility, volume and confirmation of consulted eWOM—motivations—attitudes towards consulted eWOM”. Using a sample of 393 Spanish hotel guests, the results confirm this chain of relationships, except for the effect of volume on motivations, and the mediating role of these motivations. The novelty of this work lies in the study of eWOM behavior from the receiver’s perspective, since it analyzes the antecedents of eWOM motivations and their relationship with the attitudes towards that information.

The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study

Consumers tend to exhibit e-WOM behavior or retention behavior or communicate with official channels rather than the brand, which can damage the brand in cases where the channels through which customers are expected to reach the brand for their complaints are dysfunctional. This study aims to examine the relationship between cognitive dissonance and brand loyalty factors as well as their impact on consumer complaint behavior in terms of differences between Turkish and Romanian consumers. For this purpose, a simultaneous quantitative research study was conducted in these two countries, with a total of 790 participants surveyed. The findings showed that the consumers’ level of brand loyalty had a significant positive effect on the level of cognitive dissonance, which significantly impacted complaint behavior. On the other hand, it was concluded that brand loyalty did not significantly affect complaint behavior. The comparative analysis revealed that Romanian customers’ brand loyalty was higher than Turkish customers’, and the dimensions concerning cognitive dissonance and complaint behavior were higher among Turkish customers.

The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis

This investigation unearths the trait antecedents of intrinsic and extrinsic motivational drivers and their consequences on attitude towards e-WOM of social mobile app users. Additionally, this study attempts to explore the moderating role of psychological impact on attitude towards e-WOM when COVID-19 is ravaging the world. Following the descriptive research method, the survey was carried out among convenience sample respondents of 627 social mobile app users. The outcome brought out that extraversion had a favourable influence on opinion leadership, customer engagement, and self-expression for sharing consumption related information during the pandemic. Likewise, materialism also had a strong effect on self-expression. Nonetheless, extraversion and materialism failed to affect self-presentation motives. And, self-presentation was observed influencing attitude towards e-WOM negatively. The outcome of the study demonstrates that individuals with high psychological impact have a strong motivation to involve in customer engagement to participate in e-WOM communication. Motivational drivers such as self-expression, opinion leadership, and customer engagement had a significant effect on attitude towards e-WOM for the whole sample analysis. This investigation contributes to existing literature of e-WOM behaviour and widens the scope of self-presentation theory, social exchange theory, theory of planned behaviour etc. Finally, this research also assists marketers and practitioners to take better decision-making on developing a social media advertising and campaign using the framework.

Dapatkah Altruism Mendorong Konsumen Untuk Melakukan e-WOM?

Abstract. 
 Before the internet appeared, consumers usually talked about various kinds of products and services directly or face to face. This can be considered as word of mouth (WOM) communication. However, along with the internet, there has been a shift related to word of mouth (WOM) to electronic word of mouth (e-WOM). e-WOM is carried out based on experiences related to feelings after using a product or service. Usually consumer feelings will lead to a sense of satisfaction or not after using a product or service. In carrying out e-WOM activities, everyone must have different goals which are in accordance with the motivation of each individual. One thing that is considered important when doing e-WOM is altruism motivation.
 This study aims to determine the effect of altruism on consumer behavior to share e-WOM. This type of research is classified as associative research. The population in this study are all students of the Faculty of Economics and Business, Majalengka University who use Tokopedia e-commerce. The sample in this study amounted to 100 people who were taken using accidental sampling technique. The data analysis method used multiple linear regression analysis which first tested the research instrument and the classical assumption test, then tested the hypothesis of the SPSS 21 program.
 Based on the hypothesis test, it was found that altruism motivation has a positive and significant effect on e-WOM behavior. That is, the higher the altruism possessed by consumers, the higher the willingness of consumers to carry out e-WOM on Tokopedia e-commerce.

Causes and Behavioral Evolution of Negative Electronic Word-of-Mouth Communication: Considering the Mediating Role of User Involvement and the Moderating Role of User Self-Construal

The purpose of this study is to develop a framework to examine the intrinsic driving paths of negative electronic word-of-word. In this paper, the “contextual” factor—user involvement, and the “individual” factor—user self-construal were selected to consider their influence on the model path. Data were collected using online questionnaires; then, the model and hypotheses were tested using structured equation model (SEM) software. The research results showed that, firstly, negative online shopping experiences positively influence eWOM motivations, and user involvement partially mediated the relationship between negative product quality, negative online shopping platform environments and negative eWOM motivations; secondly, there was a significant correlation between negative eWOM motivations and eWOM behavior, and the personality traits of the communicators themselves influenced the path of “negative eWOM motivation-negative eWOM behavior”. In addition, the user’s self-construal has a significant moderating effect on the “eWOM motivation–immediate eWOM behavior” path under immediate eWOM behavior.

Investigating the impact of social media images’ value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach

Tourism organizations use social media to promote their destinations and attract new customers. However, there is a challenge in how tourism organizations can choose or create social media images to successfully attract consumers' attention, induce their engagement with the destination, and motivate their eWOM behavior. This study aims to identify and test the direct and indirect factors related to social media images of tourism destinations that could predict eWOM. Using the Stimulus-Organism-Response (S–O-R) as an umbrella framework, we integrated Ducoffe's model and the Elaboration Likelihood Model (ELM), to study the role of social media destination images' features (entertainment, informativeness, irritation, credibility, personalization, and incentives) on consumer's perceived value and eWOM through consumer engagement and involvement. Using a survey research method, we collected data from 307 individuals and tested the proposed structural model using the PLS-SEM-based transmittal mediation approach. The findings supported the proposed relationships providing valuable theoretical and practical implications.

A holistic assessment of eWOM management effectiveness with agent-based modeling

PurposeHospitality businesses have been challenged to pick fitting electronic word-of-mouth (eWOM) management strategies, yet accurate return on investment assessments and contextual contingencies interpretation essential for leveraging eWOM power are largely absent. This study aims to fill these gaps and develop a tool aiming at more holistic and accurate eWOM management assessment.Design/methodology/approachAn agent-based model is developed based on eWOM-related hospitality/business theories and empirical evidence on the NetLogo 6.0.2 platform, wherein a series of simulated experiments are conducted.FindingsSimulation patterns suggest that conformity to the majority’s choice of eWOM usage can be beneficial for consumption satisfaction, yet conformity to a group’s eWOM posting choice can compromise satisfaction. Compared to the brief reputation-boosting benefit of exaggerated advertising, honesty in advertising is preferable given its compatibility with competing eWOM distribution and long-term reputation benefits.Practical implicationsA preliminary tool is developed for hospitality businesses that aids the clearer interpretation of and more accurate/cost-efficient assessment of effectiveness in managing eWOM distribution. Generic directions for improved eWOM management are also provided.Originality/valueA prototype model is established that surpasses existing models in its ability to capture the complexity of eWOM management and more accurately assess management effectiveness. The authors also reveal emerging novel patterns concerning the interactive dynamics of eWOM behaviors and contextual influences. The research also adds to the scarce agent-based model applications in hospitality research/practices and recommends future potential applications.

Memorable dining experiences amidst the COVID-19 pandemic

PurposeThis study aims to investigate the effects of memorable dining experiences (MDEs) in the USA during the COVID-19 pandemic.Design/methodology/approachA total of 530 valid survey responses were collected in the USA. Partial least squares structural equation modeling (PLS–SEM) was used to estimate inner and outer models. A two-stage approach was applied to test the moderating effects of restaurant safety measures. Additional analyses were conducted to compare electronic word of mouth (eWOM) intention and actual eWOM behavior.FindingsAll five dimensions contributed to the overall memorability of a dining experience, with affect being the primary factor. Overall memorability was positively related to subjective well-being and actual eWOM behavior. Restaurant safety measures were positively related to the overall experience but did not moderate the relationship between any dimension and overall memorability.Research limitations/implicationsFindings provide empirical support for the conceptualization of MDEs during a pandemic and underscore the importance of actual eWOM behavior in restaurant research.Practical implicationsResults offer guidance for restaurant managers in designing MDEs.Originality/valueThe restaurant industry is evolving from simply providing products and services to creating experiences. Yet the impacts of crafting MDEs are not well understood, especially during a pandemic. This study filled this gap by investigating MDEs and their effects on subjective well-being and eWOM behavior.

Recommendation matters: how does your social capital engage you in eWOM?

PurposeThe purpose of this study is to contribute to the existing knowledge on two aspects. First, the authors introduce a conceptual model based on the social capital theory (SCT) to understand the mechanisms through which social capital factors affect consumers’ electronic word-of-mouth (eWOM) engagement and purchase intentions via social network sites (SNSs). Second, the present study empirically tests and validates the proposed relationships that delineate social capital dimensions as crucial precursors of eWOM engagement and purchase intention in the specific SNS context, namely, Facebook, Instagram and Twitter.Design/methodology/approachThe authors applied both exploratory and descriptive design based on a triangulation approach. The authors adapted an in-depth interview method in the first part to better specify our constructs and hypotheses. At the quantitative part, the authors conducted the survey method on 1,169 consumers as central part of the research for empirical testing and validating our conceptual model. The authors applied structural equation modeling analysis by using AMOS 22.0.FindingsOverall, the results of this study indicate that social capital-based drivers have a significant role underlying the eWOM engagement of consumers, while engagement in eWOM has a further effect on their purchase intentions. In this study, social network culture appears as the most dominant social driver of consumers’ engagement in eWOM, followed by tie strength and interpersonal trust.Research limitations/implicationsThis study extends prior research on drivers of eWOM. An integrated conceptual model under SCT is proposed and tested to verify the dimensional interrelationships and effects on consumers’ eWOM engagement and purchase intentions. Second, this work advances the understanding of eWOM behavior in a novel context, social networks. Cross-cultural comparison of our results in other regions of Turkey or different countries might enable generalizability, which is one of the limitations of the study.Practical implicationsThis study highlights that consumers are incorporating recommendations into their social networking behavior. The findings of this study show that before constructing their social media strategies, marketers should first investigate the congruence between the cultural environment of the SNS in which they connect with their customers and the positioning of their products.Social implicationsThis study suggests implications about privacy guidelines for SNS regulation setters. Policymakers should understand when and how consumers’ profile and social tie information should be disclosed and accessed through their eWOM behaviors and try to develop trustful regulations.Originality/valueThis study serves as the first attempt to demonstrate that social capital drivers affect consumers’ purchase intentions through their eWOM engagement by its robust conceptual model. No integrated model under SCT has ever been proposed and tested on consumers’ eWOM engagement via SNSs.

Predicting Romanian tourism e-WOM intentions using value and personality theories

PurposeThe tourism industry has a huge potential, and the return to its state prior to the COVID-19 pandemic is a large stake for any economy. Tourism e-WOM is an important contributor towards attracting visitors and choosing tourism destinations. Drawing from the value and personality theories, the aim of this study is to investigate the factors determining e-WOM intentions in tourism.Design/methodology/approachBased on a sample of 469 responses collected online from a random sample of Romanians and using partial least squares structural equation modelling, the authors hereby analyze the influence of economic, emotional, social and altruistic values on e-WOM intentions, and the moderating effects of the big five personality traits (openness, conscientiousness, extraversion, agreeableness and neuroticism) on this relationship.FindingsThe results of the study revealed that except economic value, all the exogenous (emotional, social and altruistic) values have a positive influence on the e-WOM intentions. However, the study further suggested that the big five personality traits do not moderate the relationship between the value factors and e-WOM intentions.Research limitations/implicationsThe influence of perceived value will be useful for building a stout marketing strategy and to describe e-WOM behaviour among Romanians.Practical implicationsTourism service providers can promote their services by stressing the various types of value bestowed by their offers.Originality/valueAlthough inspired by existing research, the current study is original in that the model used has not yet been proposed before, all the more so for the particular case of the tourism industry.

Building halal industry in Indonesia: the role of electronic word of mouth to strengthen the halal brand image

PurposeThis present study aims to investigate the effect of electronic word of mouth (e-WoM) behavior in Muslim social media on building a halal brand image (HBI) and its influence on purchase intention (PI). Also, Muslims’ altruism (ALT) and moral obligation (MO) were hypothesized as motivators to engage in e-WoM behavior.Design/methodology/approachA survey involving 320 members of a Muslim halal forum was conducted. Further, structural equation modeling was used to assess the proposed hypotheses.FindingsIt is found that ALT and MO positively influence e-WoM behavior. Furthermore, E-WoM also significantly affects HBI and PI. Meanwhile, HBI has a positive effect on PI.Practical implicationsIndonesian halal marketers face difficulties developing a halal image as a critical differentiator, mainly due to the upsurging number of halal certifications and the consumer’s perception that all products available in the market are halal. This present study offers an alternative strategy for Indonesian marketers to strengthen the HBI through Muslim social media amidst the cluttering halal brands in the market.Social implicationsThe development of HBI combined with social media interactions will accelerate the halal brand awareness and usage among society, especially in Indonesia, a Major Muslim country.Originality/valueThis present study provides empirical evidence that social media e-WoM, despite its lack of physical interaction and opportunity to scrutinize the halal features, effectively creates HBI and influences PI among Muslims.