E-word Of Mouth Research Articles

Social Media Marketing Features and Empirical Studies in the Fast Food Industry Context: A Literature Review and a New Window for Future Promotion

The fast food industry is a major player in the global economy. In 2020, the global fast-food market size was $125.05 billion, and it is projected to reach $137.74 billion in 2021 and grow to $1,467.04 billion by 2028. Social media plays a significant role in promoting this industry due to its size. This study aimed to identify the features of social media marketing commonly used to promote products and services and to explore which of these features was tested in empirical studies in the fast-food industry. The study used a qualitative approach, analyzing existing literature. The results revealed that advertising, sales promotion, generated content (firm and user), and e-word of mouth are commonly used in social media marketing. However, only two of these features have been tested more extensively in the latest empirical studies of the fast-food industry. These were advertising and sales promotion. Thus, this study suggests that more empirical studies should be conducted to understand the effect of all social media marketing features on customer intention within the fast-food industry. It potentially opens new windows for industry promotion.

The role of mobile shopping service quality in enhancing customers M-satisfaction, M-loyalty, and E-word of mouth

With the increasing prevalence of mobile shopping (m-shopping) apps, service quality (SQ) has been recognized as a prominent factor in distinguishing the best apps available online. As limited studies have explored how to estimate mobile SQ, this study attempts to expand our understanding of the primary dimensions that shape customer judgments of the overall mobile SQ related to m-shopping activity by validating the mobile SQ (M-S-QUAL) scale in a new cultural setting, e.g., Egypt. It also examines the interrelationships between mobile SQ and three outcome variables: mobile satisfaction (m-satisfaction), mobile loyalty (m-loyalty), and electronic word of mouth (e-WOM). The results support the validity of using the M-S-QUAL scale to assess the mobile SQ of m-shopping platforms. Moreover, the findings emphasize the role of m-shopping SQ in enhancing consumers’ m-satisfaction, thereby improving m-loyalty and increasing favorable e-WOM. The results also show that responsiveness and efficiency are the primary driving forces underlying the SQ dimensions of the investigated outcome variables.Graphical abstract

Investigating Factors Affect Perceived Value And E-Word Of Mouth (E-WOM) In Choosing Islamic Digital Banks

The Covid-19 pandemic has sped up the need for digitalization in doing daily activities including banking. Thus, banks is now in competition to give the best digital platform to serve their customers. One of the most effective form of promotion to introduce a new services is word of mouth. This study aims to investigate the effect of E-word of mouth (E-WOM) on customer decisions to choose an Islamic Bank: A Case Study of Indonesia’s Islamic Digital Banks. This research includes survey research by taking samples and using questionnaires as the main data. The study targetted 130 customers who have active accounts in the form of savings or time deposits. Primary data processing by factor analysis by testing the research model and the hypothesis of the relationship between variables, this processing uses smart PLS statistical software with the Structural Equation Modeling method with Partial Least Squares. The results of the analysis show that religious motivation and service quality have a positive effect on consumer ratings, where consumer ratings and service quality have a positive effect on E-word of mouth while convenience has no positive effect on consumer ratings and E-word of mouth on respondents. The current study contributes novelty to adjust the existing model with Islamic Digital Bank (IDB).

Impact of E-Word of Mouth (E-WOM) on Consumers’ Purchase Intention for Cosmetic Products: The Mediating Role of Brand Image (With reference to Facebook Users)

Social media marketing (SMM) is one of the emergent trends and a different marketing strategy that advertisers worldwide use today with the competition. In day-to-day life, cosmetics play a significant part as cosmetics are used as a regular ritual by almost everyone. The Electronic Word of Mouth (E-WOM) generated by the comments on social networking sites can influence the consumers’ purchasing decisions due to the vital role played by the SMM. However, consumers' adoption of E-WOM information is influenced by different factors. This study aims to investigate factors that affect E-WOM adoption on consumer purchase intention with the mediating effect on the brand image. The lack of research attention has been given on the impact of E-WOM on purchase intention with the mediating effect of Brand image. Hence, the current research addresses the knowledge and empirical gap. The researcher used the quantitative method and the data was collected from a sample of 384 respondents from Facebook users from Generation Z residing in Western province based on random sampling techniques. The collected data were analyzed by the Smart PLS. According to the findings, the researcher concluded that E-WOM has a significant impact on purchase intention. Further, results revealed a partially mediating effect of brand image on the relationship between E-WOM and purchase intention. The findings provide insights for cosmetics marketers to successfully manage the E-WOM activities. Moreover, the spread of accurate information through Facebook can foster a strong brand image, which will finally result an actual purchase behavior by consumers.

The Effect of E-Service Quality on E-Word of Mouth in E- Commerce Website Users with E-Satisfaction as Intervening Variable

The use of the internet has become a necessity in modern life, especially since the digital era. Additionally, ecommerce is still growing because more people are using the internet. In Indonesia, Tokopedia is one of the most popular ecommerce websites that people use and offers various kinds of products and services. Tokopedia is still confronted with several challenges that lead to customer dissatisfaction, which is communicated through e-WOM, despite efforts being made to deliver high-quality service that produces the best possible shopping experience. Therefore, to minimize this, Tokopedia needs to improve its e-service quality to remain competitive and maintain its reputation in the e-commerce sector. This research aims to investigate the influence of e-service quality on e-WOM through e-satisfaction among Tokopedia website users in Indonesia. This research uses quantitative methods with a descriptive research type and surveys using a questionnaire via Google From to 275 respondents who are users of the Tokopedia website who make at least three transactions and provide reviews about the Tokopedia website. In addition, the sampling technique used is non-probability sampling, which is a purposive type. Then, the data analysis techniques were performed using Partial Least Square – Structural Equation Modeling (SEM-PLS) with the help of SmartPLS 4 software. The results show that e-service quality has a positive and significant effect on e-satisfaction and e-WOM. Additionally, esatisfaction has a positive and significant effect on e-WOM. Then, e-satisfaction can mediate the relationship between e-service quality and e-WOM. Based on research results, Tokopedia needs to re-optimize the e-service quality provided, so that it can create a satisfying customer experience, encourage positive e-WOM, and increase reputation and business growth.

Measuring the Role of Social Media and E-word of Mouth on Purchase Intention of Secondate Make-up Products

Purchase intention is important to pay attention to because it relates to consumer interest in trying, buying, and owning products such as beauty products. Furthermore, it can be seen from the consumer's behavior of parasocial interaction, social value, and personal value towards the influencer, which will affect their interest in buying the product. This research takes the object of research as an owner as well as an influencer for beauty products Secondate. The research design uses a deductive approach with a quantitative research model to determine the impact of influencers on the quality of parasocial interaction, social values, personal values, and e-wom on purchase intention. The sample of this study were secondary make-up users with a total of 169 respondents. Data analysis used the Structural Equation Model (SEM) method. The results of the study show that parasocial interaction affects social value. Parasocial interaction increases positive perceptions of personal value, and social value can increase consumer purchase intention, but personal value cannot attract consumer purchase intention. Parasocial interaction does not affect consumer purchase intention, so e-wom does not moderate the effect of parasocial interaction on consumer purchase intention. The results of this study concluded that social media can be a means to affect the interest in buying a product. With the respondent's research on social value and personal value, it can be said that it affects a person's buying interest in a product. Social value and personal value can help us to sort out which products we need and which are suitable for us.

Travel Motivation Among Millennials- Role of Social Media on Tourism in Madhya Pradesh

The emergence of new internet-enabled technologies and social media, with increasing usage of smartphones, have transformed communication in the tourism industry. Social media has enabled tourists to search, share, and co-create tourism-related content. It has become one of the potential sources for tourists to plan, organize, and fulfill their expectations. The following paper aims to explore the role of social media on tourists’ intentions to visit tourist destinations in Madhya Pradesh. The research design explores already available and published reading materials along with performing a primary data survey. The study collects responses from 170 tourists through a structured questionnaire. Analysis of the same was conducted using descriptive techniques like percentages, charts, and F test based on gender in Excel. The key findings reveal a strong influence of social media on tourism and travelers who primarily rely on social media for information searches and planning their vacations. Destination managers and travellers being the primary stakeholders have been using social media for co-creating (e-word of mouth), sharing, and disseminating tourism experiences that have led to the emergence of new business models. The study aims to assist tourism destination managers in managing their online communications to enhance their customer loyalty and destination branding through customer engagement and retention through social media marketing applications. The research study will offer unique dimensions for the extensive use of social media marketing for tourism destination image and tourist intention.

The Effect of Customer Satisfaction, E-Word of Mouth, and Initial Trust on Livin's Mobile Banking Adoption Interest

This research aims to investigate the impact of positive Electronic Word of Mouth (eWOM) on the adoption of Mobile Banking. In this study, it was found that Argument Quality, Valence, and Customer Satisfaction have a positive influence on Initial Trust, which in turn affects the intention to adopt Mobile Banking. This study uses a descriptive research design approach with empirical data collected through an online survey of PT Bank X's customer respondents in East Jakarta. The collected data was subsequently analyzed using the Partial Least Square (PLS) analysis method with the aid of smartPLS 4.0 software. The results of this study, there is no positive impact from Consistency and Volume Review on Initial Trust. The findings of this study provide recommendations to banks to leverage positive eWOM to encourage customers to adopt Mobile Banking. These findings emphasize the importance of Customer Satisfaction in enhancing Initial Trust, which contributes to the usage of Mobile Banking applications and Customer Satisfaction

THE INFLUENCE OF BRAND IMAGE, E-WORD OF MOUTH, IMPULSE BUYING AND PROMOTION ON PURCHASING DECISIONS AT TIKTOK SHOP

This study aims to determine the effect of Brand Image, E-Word of Mouth, Impulse Buying and Promotion on Purchasing Decisions at Tiktok Shop (Case Study on Students of the Mandala Jember Institute of Technology and Science) both partially and simultaneously. This type of research is quantitative. The population in this study were students of the Mandala Jember Institute of Technology and Science. The sample used was 100 respondents using the Ferdinand formula. Data analysis techniques using the Classical Assumption Test, Multiple linear regression analysis, Determination Coefficient Test (R2) and Hypothesis Test. The results showed that the Brand Image and Promotion variables partially influenced purchasing decisions at Tiktok Shop, but E-Word of Mouth and Impulse Buying had no partial effect on purchasing decisions at Tiktok Shop.

Navigating Sustainable Practices in E-commerce: A Systematic Literature Review with Insights from the ADO Framework

Purpose: The convergence of e-commerce and sustainability sparks an investigation into their implications and approaches. Despite the efficiency promised by online shopping, apprehensions regarding packaging waste and energy use emphasize the necessity for detailed scrutiny of the environmental impact of e-commerce and its contribution to sustainable consumption in the ever-evolving global market. Design/Methodology/Approach: This research paper aims to investigate the connection between sustainability and e-commerce, employing the (ADO) i.e. Adoption, Diffusion, and Optimization (ADO) framework to analyse antecedents, decisions, and outcomes. The research explores theoretical foundations, such as Industrial Ecology, B2C business models, and the Resource-Advantage Theory, to reveal the multifaceted relationship between e-commerce and sustainability. Strategic decisions, varying from impacts on energy consumption to the integration of sustainable practices in e-commerce, are studied, shedding light on the multifaceted landscape of e-commerce sustainability. Determinate outcomes, including enhanced sustainability factors, positive impacts on commitment and e-word of mouth, and noteworthy contributions to UN Sustainable Development Goals, emphasize the transformative potential of e-commerce. Findings/Result: The study assessment emphasizes for the continued integration of sustainability into e-commerce strategies, urging all stakeholders to navigate complexities and adopt eco-friendly practices for a better sustainable digital future. The discussion synthesizes diverse perspectives, highlighting the dynamic nature of e-commerce and its capacity to positively influence societal and environmental objectives. Originality Value: The paper has used ADO approach which ensures the novelty of the research for the topic under study. Paper Type: Research paper

Repurchase Intention of Bukalapak Customers Viewed From The Quality of E-Service, E-Word of Mouth and E-Satisfaction

Repurchase Intention of Bukalapak Customers Viewed From The Quality of E-Service, E-Word of Mouth and E-Satisfaction

Social media “stars” vs “the ordinary” me: influencer marketing and the role of self-discrepancies, perceived homophily, authenticity, self-acceptance and mindfulness

PurposeSocial media influencers have become constant companions of a large audience of young consumers, but a crucial yet underexplored area of examination relates to the implications of exposure to influencers for an individual’s self-concept. This study aims to examine if and how individuals experience self-discrepancies when exposed to influencers and the impact of such discrepancies on their affect, cognition and behaviors toward the influencers and the brands they endorse.Design/methodology/approachThe authors thematically analyze 17 semistructured interviews, develop a conceptual model and present a set of hypotheses. The hypotheses are tested by analyzing survey data from 503 respondents using structural equation modeling.FindingsIndividuals actively engage in comparisons with influencers’ virtual self-presentation and treat them as emblematic of an ideal self. The associated self-discrepancy can lead to both negative and positive affect, but while the latter has a positive impact on e-word of mouth (WOM) and purchase intent, the former has a negative impact. Perceived homophily dampens the impact of exposure to influencer content on discrepancy and strengthens the link between discrepancy and positive affect. Self-acceptance and mindfulness positively moderate the impact of discrepancy on positive affect and negatively on negative affect. Perceived authenticity strengthens the impact of positive affect on e-WOM and dampens the impact of negative affect on purchase intention.Research limitations/implicationsThe authors contribute to the literature on self-discrepancies by identifying a consumer context where, in addition to the theoretically predicted negative affect, an individual may experience more positive emotions like feeling motivated or inspired because of the perceived attainability of an influencer as an ideal self. The authors contribute to the influencer marketing literature by examining the influencer–follower relationship and its implications for an individual’s self-concept, including the role played by perceived homophily and authenticity. The authors also contribute to the literature on consumer well-being and identify the role of self-acceptance and mindfulness in shaping consumer experiences.Practical implicationsThe authors provide a nuanced analysis of the impact of influencer marketing on consumer behavior with a focus on its impact on an individual’s self-concept. The authors argue for the role of perceived homophily and authenticity in shaping favorable consumer behavior outcomes and offer evidence for more inclusive approaches to marketing.Originality/valueThe authors identify the influencer–follower relationship as a unique social exchange where the source of self-discrepancy is also a homophilic solution provider for achieving one’s ideal self and report both positive and negative effects as outcomes of experiencing a self-discrepancy induced by a target perceived as more attainable. The authors situate understandings of perceived homophily and authenticity along these relationships and identify self-acceptance and mindfulness as mechanisms used by individuals to deal with discrepancies.

Examining the interplay of internet banking service quality, e-satisfaction, e-word of mouth and e-retention: a post pandemic customer perspective

Examining the interplay of internet banking service quality, e-satisfaction, e-word of mouth and e-retention: a post pandemic customer perspective

Pengaruh Digital Marketing, E-Word of Mouth, dan Electronic Trust terhadap Keputusan Pembelian pada Marketplace Shopee

The aim of this research is to determine the influence of digital amrketing, e-word of mouth, and electronic trust on purchasing decisions. This research uses quantitative research with hypothesis testing. The population of this research is the marketplace shopee in Sidoarjo. The sampling technique in this study used a simple random sampling technique using the Slovin formula, so that the sample for this study was 92 people. The analysis tool used in this research uses IBM SPSS Version 25 for Windows software. The results of this research prove that digital marketing, e- word of mouth and electronic trust is a parcial influences purchasing decisions.

Indicators to Measure the Influence of Celebrity Personality and Humor Ads on Consumer Purchasing Intentions

Humorous advertising is considered the most effective marketing tool. However, on the other hand, consumers still identify the credibility of celebrities who star in advertisements. Companies need to determine which aspects of these two things are effective in increasing consumer purchasing intentions according to the type of product and target market. Apart from that, this research also measures endorsed brand credibility, transfer of brand image, attitude toward ads and e-word of mouth. This measuring tool was tested on a sample of 30 women who had seen a funny endorsement video from a famous comedian digital in Indonesia. The data was processed using IBM SPSS Statistics 26. The test results showed that the measuring instrument consisting of 7 constructs and 49 items met the validity and reliability criteria. Therefore, this particular measurement instrument was prepared for use in further research purposes.

Factors Affecting Online Purchase Intention on Social Media Users During the Pandemic in Jakarta

This study analyzes the factors influencing online purchase intention among social media users in Jakarta during the Covid-19 pandemic. In the literature, many variables can be used to explain the phenomenon of online purchases. However, this research is limited to the main variables such as social media marketing, customer trust, e-Word of mouth, brand image, and online customer reviews. The data collection method was carried out through a questionnaire with a purposive sampling technique via a google form, which was distributed using social media networks, namely WhatsApp group and Facebook, which are popular platforms in the country. The relationship of each independent variable to the dependent variable was tested using the structural equation modeling (SEM) technique using Smart PLS version 3. A total of 238 sample units spread across the DKI Jakarta area were successfully collected and processed. The results of the data analysis show that of the five hypotheses proposed, only one is significant, namely, online customer reviews have a significant relationship to online purchase intention during the Covid-19 pandemic in DKI Jakarta.

THE INFLUENCE OF E-WORD OF MOUTH AND E-COMMERCE ON CONSUMER DECISIONS IN CHOOSING THE INDRIVE ONLINE TRANSPORTATION APPLICATION (CASE STUDY OF MARINDAL I, PATUMBAK I DISTRICT)

The development and progress of information technology has now penetrated the field of transportation to facilitate human activities. With the increasing need for fast and easy transportation, online transportation service businesses using applications have emerged. The use of technology in the transportation sector provides convenience in ordering, time and cost efficiency, making it a distinct advantage for online transportation service providers compared to conventional transportation. InDrive is a ridesharing application platform (online transportation service provider) which is similar to Grab and Gojek, this application allows users to order cars/motorbikes at prices that can be negotiated between the driver and passenger. This research was conducted to determine and measure the influence of E-Word of Mouth and E-Commerce on the Decision to Choose the Indrive Online Transportation Application with a case study of Marindal I, Patumbak I District. This research uses a quantitative approach by determining a judgment sampling sample with criteria where the customer is age productive work using the indrive application which was used as a research sample. Using the Slovin sampling technique with a confidence level of 90% and an error rate of 10%, the sample used in this research was 100 people. Proving the hypothesis in this research is assisted by using the SPSS version 25 application. The results of this research are that the E-Word of Mouth variable partially has a positive and significant effect on the decision to choose Indrive online transportation. Partially, the E-Commerce variable has a positive and significant effect on the decision to choose Indrive online transportation. Simultaneously, E-Word of Mouth and E-Commerce have a positive and significant influence on the decision to choose Indrive online transportation. And 60.5% of voting decisions are influenced by E-Word of Mouth and E-Commerce.

Analysis Of The Influence Of E-Word Of Mouth, Brand Image And E-Service Quality On Repurchase Intention Of Digital Bank Customers

It is feasible to switch from traditional banks to digital banks by keeping up with the trends. Using brand image as an intervening variable, this study examines the impact of e-word-of-mouth and e-service quality on repurchase intention. Purposive sampling, a nonprobability sampling approach, was employed to select the sample size, which consisted of 100 respondents who resided in some big cities in Indonesia and had used service of the bank. The respondents were contacted by Google Form. Using the SmartPLS Software program, partial least squares were used to evaluate the questionnaire responses. The findings demonstrated that while e-word-of-mouth and e-service quality have an impact on repurchase intention, they have no direct effect on brand image. Additionally, although e-service quality directly influences repurchase intention through brand image, e-word of mouth has no direct effect on this trait.

Pengaruh Konten Pemasaran dan E-Wom pada Media Sosial Tiktok Shop terhadap Keputusan Pembelian Generasi Z di Kabupaten Karawang

This study aims to investigate the impact of marketing content and e-word of mouth (E-Wom) on purchasing decisions in the context of the TikTok Shop application in Generation Z. The population that is the focus of research is Generation Z who have made transactions through TikTok Shop on their smartphone devices. From a total population of 132,325, 80 respondents were selected for this study using cluster sampling. Data is collected through the use of questionnaires disseminated through the Google Forms platform. Data analysis was performed using (SEM) using Smart PLS 3 devices. The results showed that marketing content has a positive influence on purchasing decisions, and E-Wom has a significant influence on purchasing decisions.

The Influence of Social Media Engagement on Various Outcomes - Brand Equity, Value Co-Creation and E-Word of Mouth

Social media users' rising acceptance of them demonstrates that customers are developing strong emotional relationships with them. The purpose of the study to The Influence of Social Media Engagement on Various Outcomes - Brand Equity, Value Co-Creation and E-word of Mouth.