Effect Of eWOM Research Articles

Website Quality, Brand Image, dan E-WOM serta Pengaruhnya terhadap Online Purchase Intention Studi Pengunjung Website Berrybenka

The high purchasing power of the people for fashion products is an opportunity for the company to create new business strategies to compete. One of the fashion brands in Indonesia is Berrybenka, which offers a variety of the latest and high-quality fashion needs. However, in consumer purchases made online through websites, there are still negative reviews about Berrybenka. This study aims to analyze the effect of website quality, brand image, and e-WOM on online purchase intentions. This study is focused on Berrybenka websites visitors as a sample with a nonprobability sampling technique. The questionnaire was taken to 200 respondents using a Likert scale. The data analysis technique used multiple linear regression. The results showed that website quality, the brand image had an influence on online purchase intentions and e-WOM had no effect on online purchase intentions.

The impact of Quick Service Restaurant Brand Extension Evaluations on Purchase Intention and eWOM

Brand extension has been popularly used in the marketing field. It is because, when a firm extends their brand, they have a purpose to introduce their new brand/product without any challenge by connecting with the parent brand. Thus, between the parent brand and extension brand are not apart from association and similarity. Brand image has a part in the ability of consumers to make association to the parent brand and its extension. So, brand image and extension similarity is considered to be important when evaluating brand extension. Brand extension evaluation also will affect consumers’ purchase intention. In this study, the effect of eWOM through social media was also tested to the brand extension evaluation. In this research we use Starbucks and Starbucks Reserve as an object of the study with a within subject experiment. The first study was done using 2x2 (Brand image fit: Utilitarian/Symbolic, Brand extension similarity: High Similarity/Low Similarity), tested the effect of purchase intention and the second study was 2x2 (Brand image fit: Utilitarian/Symbolic, Brand extension similarity: High Similarity/Low Similarity) to measure the effect of eWOM. The findings in the first study shows the positive effect of purchase intention on extension similarity. If brand extension similarity and brand image are combined there will be interaction. The second study only shows the main effect, both on image and similarity. In the second study there is no interaction.

The Influence of Social Media on Consumer Purchase Intentions: Like Behavior as a Moderator

his study aims to analyze the effect of e-WOM, brand image, brand awareness on perceived value and purchase intention with liking behavior as moderation. The object of this research is the Lactona brand on social media. Valid respondents in this study amounted to 145 respondents. Data were collected through an online questionnaire. Consumers often use social networking sites that are studied through electronic word of mouth references, consumers can easily obtain various types of brand information that drive purchase intention. Based on the perspective of consumer behavior, a research model was developed to determine what factors influence consumer value perceptions and purchase intentions on social media. Of all the variables, only liking behavior is insignificant. The results of this study can be used as a reference for further research on research development.

The Influence of Social Media on Consumer Purchase Intentions: Like Behavior as a Moderator

his study aims to analyze the effect of e-WOM, brand image, brand awareness on perceived value and purchase intention with liking behavior as moderation. The object of this research is the Lactona brand on social media. Valid respondents in this study amounted to 145 respondents. Data were collected through an online questionnaire. Consumers often use social networking sites that are studied through electronic word of mouth references, consumers can easily obtain various types of brand information that drive purchase intention. Based on the perspective of consumer behavior, a research model was developed to determine what factors influence consumer value perceptions and purchase intentions on social media. Of all the variables, only liking behavior is insignificant. The results of this study can be used as a reference for further research on research development.

The Mediating Effect of eWom on Emirati Motivational Factors and the Intention to Volunteer: the Case of The Abu Dhabi Special Olympics World Games 2019

The main purpose of this study is to examine motivational factors that affect voluntary intentions among Emirati citizens in the U.A.E. Good citizenship, expression of values, community concern, and personal development have been previously found as motivational antecedents for volunteers. The relationship of these variables with volunteering intention for the 2019 Special Olympics World Games was examined and a conceptual model created. Model fitness was tested using LISREL structural equation modeling (SEM). The results show that community concern and personal development have positive relationships with the intention to volunteer for the games. Mediation analysis demonstrates that eWOM is suppressing the effect of community concern on voluntary intention.

PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DI MEDIA SOSIAL FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN

The development of information technology and the internet is currently developing very widely. This greatly affects the lifestyle of most humans at this time. The internet is an important part of everyday life in terms of accessing existing social media. Changes also occur in WOM (Word Of Mouth) communication. Through e-WOM communication, WOM behavior in social media, consumers can obtain information and exchange opinions about products and services. The purpose of this research is to investigate the effect of e-WOM in social media Facebook towards Purchasing Decision on Muca Cafe Kupang. The variables in this study are the independent variable; e-WOM (Intensity, Valence of Opinion, Content) and the dependent variable; Purchasing Decision. The population in this study were consumers who befriended in social media Facebook with Muca Cafe, with a sample of 100 respondents conducted by purposive sampling method. Data collection techniques in this study using the questionnaire method. The instruments were applied Validity Test, Reliability Test, Classic Assumption Test, and Hypothesis Testing using t-Test and F Test. Data analysis techniques used Descriptive Statistics, Multiple Linear Regression, and Coefficient of Determination. The result of this study indicates e-WOM through social media Facebook has a significant effect on Purchasing Decision. Thus, Muca Café should optimize its social media Facebook to attract many consumers.
 Keywords: Content, Electronic Word Of Mouth, Intensity, Purchasing Decisions, Valence of Opinion

The financial impact of online customer reviews in the restaurant industry: A moderating effect of brand equity

Abstract The salient impact of electronic Word-of-Mouth (eWOM) on firm performance has been widely noticed by scholars and practitioners. While eWOM serves as an important source of information that helps reduce perceived uncertainty risks in service purchases, it is highly likely that other sources of information are simultaneously used with eWOM in the purchase decisions. Thus, this study empirically examined the financial effects of restaurant eWOM (review volume and review rating) and their changes in the presence of brand equity. Three-stage least squares analysis was employed in the empirical investigation. Our findings revealed that review volume and review rating contributed to restaurant profitability. Brand equity was found to moderate the effects of the review attributes on restaurants profitability, which implies that eWOM has a greater influence on the financial performance of weak-branded restaurants than strong-branded ones. Implications for researchers and practitioners are discussed.

Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Food & Beverage Secara Online Pada Marketplace Tokopedia

Electronic Word Of Mouth has become one of the important factors needed by consumers to decide on an online purchase. This study was conducted to determine the effect of e-Wom (electronic word of mouth) on online purchasing decisions for Food Beverage products in the Tokopedia marketplace. The type of data used in this study is quantitative data where the data is recorded using numbers and classifications or information obtained from the distribution of questionnaires, then the data is processed using the SmartPLS3 application. The results of the study found that the variables (intensity, valence of opinion, and content) of e-WOM had a positive and significant influence on purchasing decisions. Keywords : Electronic Word Of Mouth, purchasing decisions

The Influence of Quality on eWOM: A Digital Transformation in Hotel Management.

There is no doubt that the use of Internet for purchasing products and services has constituted a crucial change in how people go about buying them. In the era of digital transformation, the possibility of accessing information provided by other users about their personal experiences has taken on more weight in the selection and buying processes. On these lines, traditional word-of-mouth (WOM) has given way to electronic word-of-mouth (eWOM), which constitutes a major social change. This behavior is particularly relevant in the services area, where potential users cannot in advance assess what is on offer. There is an abundant literature analyzing the effects of eWOM on different variables of interest in this sector. However, little is known about the factors that determine eWOM. Thus, the main objective of the present paper is to analyze the impact of two variables (objective quality and perceived quality) on eWOM. Both of them are crucial for potential customers in the process of finding hotel accommodations and they can motivate people to make such comments. The results demonstrate that these variables truly have a significant impact on whether or not users make comments on line. Moreover, it proved possible to observe certain differences according to the profile of the tourist involved and the destination where the hotel is located. In the current changing environment, this information is of great use for hotel managers in order to design strategies according to the type of guest they wish to attract.

Electronic Word of Mouth (E-Wom), Celebrity Endorsement and Lifestyle in The Interest of Buying Online Shop Products

Purpose: This research is motivated by the rise of commerce via the internet or so-called electronic commerce (E-commerce). From a businessman's point of view, this is an opportunity for them to increase their business by creating an online shop that is included in several marketplaces. Electronic Word of Mouth (e-wom) includes testimonials from someone who has bought, then there are also figures who are fond of using the product, namely Celebrity endorsers and student lifestyle. The purpose of this study is to reveal how these aspects influence buying interest.
 Design/methodology/approach: The method in this study uses a quantitative approach by describing multiple linear regressions. The sample research method used is non-probability sampling with the consideration that all populations cannot be used as a sample. The sample obtained was 200 students.
 Findings: Based on the data analysis, it can be concluded that there is a significant effect of E-WOM on the interest in buying online shop products, there is a significant influence of celebrity endorse on the interest in buying online products, there is a significant influence of lifestyle on the interest in buying online shop products, there is an effect of E-WOM, Celebrity Endorse. and lifestyle simultaneously on the interest in buying online shop products.
 Research limitations/implications: All respondents of this research are student.
 Practical implications: Result of this research can be used as references in creating interest in buying online product.
 Originality/value: This paper is original.
 Paper type: Research Paper.

THE EFFECT OF e-WOM AND BRAND LOVE ON THE PURCHASING DECISIONS IN ONLINE SHOPPING

The objectives of this research are: to analyze the effect of e-WOM on brand love, to analyze the effect of e-WOM on purchasing decisions in online shopping, to analyze the effect of brand love on purchasing decisions in online shopping. This research used quantitative methods, with a total sample of 243 online shopping in the Jabodetabek area. The research used online survey methods in the form of questionnaires. The sampling technique used purposive sampling. The scaling technique of the study applied Likert scale which produces measurements at intervals; scale 1 for strongly disagree statements and scale 5 for strongly agree statements. The data analysis used SEM (Structural Equation Modeling).The findings showed that there is a positive effect of e-WOM variable on brand love variable with a t-count value of 7.01 with an estimate of 0.43. The e-WOM variable has a positive effect on purchase decision with t-count value of 7.08 with an estimate of 0.47. Brand love is the last variable that has a positive effect on purchasing decisions with a t-count value of 6.92 with an estimate of 0.35.

E Word of Mouth Antecedents and Its influence on User Satisfaction- A Study

In 21st century, as organizations are changing their methods to make easy reach to a customer through web-based business, the electronic informal exchange has gained critical significance among the companies. A user, and a company, can now easily connect with one another through e-WoM, which is an important breakthrough to establish the connection between the user and companies at a fast pace through data based correspondence. The research starts with review of literature. Through literature it can be said that prior investigations found that the user offers significance to data based correspondence from a dependable source. Researchers also found that user buys an item when the tourists trust the source, and also purchases the services when they get its trustworthiness through e-WoM. These discoveries were the outcome of scholarly world in other countries context but the effect of e-WoM on Indian tourist for web-based buying is yet to be checked. Thus it was felt to examine the variables that encourage the e-WoM influence and its effects on user satisfaction. In view of the above, the purpose of this research is to study the determinants of e Word of Mouth influencing the service booking of Indian tourist. Further, it endeavours to ascertain the effect of identified determinants on user satisfaction. To achieve the objective, 225 Indian tourists, were contacted using non probability convenience sampling method. To accomplish the target, Factor Analysis and stepwise multiple regression techniques were utilized. The respondents of our investigation are the tourist visiting Varanasi and staying in Guest House situated close to Dashashwamedh Ghat for pilgrimage reasons. The examination found that Trustworthiness emerged has the most influential determinant of e-WoM followed by Source Credibility and User Expertise of eWoM that lead to a satisfied user. Source credibility also enhances the effect of other variables such as Trustworthiness and User Expertise of e-WoM. User Expertise also had a significant effect on e-WoM communication that reflects the popularity of the services or service provider.

Mindful consumption of second-hand clothing: the role of eWOM, attitude and consumer engagement

PurposeThis study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.Design/methodology/approachThe data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.FindingsThe results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.Originality/valueThis study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.

Factors influencing consumer attitudes toward online shopping: the mediating effect of trust

PurposeThe coronavirus pandemic has created a new wave of first-time online shoppers in both industrialized and emerging countries. More interestingly, scholars and practitioners expect this transition to online shopping to eventually persist in the next few years. The current research study aims to investigate the factors explaining attitudes toward online shopping. The authors propose an integrated model in which trust mediates the effects of relative advantage and electronic word of mouth (eWOM) on attitudes toward online shopping. The moderating effect of gender was also assessed using the multigroup analysis (MGA).Design/methodology/approachBased on data collected from 378 Moroccan online shoppers, the authors empirically tested the hypothesized model using a partial least squares (PLS) estimation.FindingsFirst, relative advantage, eWOM and trust significantly impact consumer attitudes toward online shopping; at the same time, trust is influenced by relative advantage and eWOM. Second, results confirm that trust mediates the effects of relative advantage and eWOM on attitudes toward online shopping. Third, the MGA reveals that female consumers tend to exhibit a stronger effect of eWOM on trust and on attitudes toward online shopping.Originality/valueMost relevant studies have focused on the main predictors of attitudes toward online shopping but did not suggest mediating and moderating factors that can help in explaining indirect effects. The present paper bridges a gap pertaining to antecedents of attitudes toward online shopping by incorporating the mediating effect of online trust. The authors also examine gender disparities related to the predictors of trust and consumer attitudes toward online shopping. This study is the first of its kind to investigate the antecedents of attitudes toward online shopping in an African country.

Digital technology and eWOM in the context of higher education: a study from Portugal and Spain

ABSTRACT Higher education is currently undergoing a revolution with the widespread use of electronic tools in classrooms. Simultaneously, personal opinions are increasingly stronger and more expressive resulting in electronic Word-of-Mouth (eWOM). This article presents two studies. The first study exposes students’ opinions about higher education and digital technology by a qualitative analysis. It also confirms that students use constantly their electronic devices to keep informed and updated. The second study focus on eWOM effects and follows a quantitative approach on two samples of students from two different countries by using the Fuzzy Set Qualitative Comparative Analysis. It supports the influences of eWOM on learning performance, likeability concern, student-instructor interaction, and responsiveness. It also shows that cultural differences may explain differences between those links. This research provides actual insights on awareness about digital technology in higher education.

EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT

Social media can be used at any time of the day and the easy accessibility of social media thanks to mobile devices offers marketers great opportunities to reach consumers using social media. The impact of social media on brand loyalty, E-WOM and intention to purchase is undoubtedly important. This study aims to investigate the effect of social media marketing on brand loyalty, electronic word of mouth communication and purchase intention, as well as the effect of brand loyalty and E-WOM on purchase intention. The sample of the study consists of 375 students from Yüzüncü Yıl University, following product or service brands on social media. Structural equation modeling was used to analyze the obtained data. In the study, it was concluded that social media marketing had a positive effect on brand loyalty and E-WOM, there was no positive effect on purchase intention and brand loyalty had a positive effect on purchase intention but EWOM had no positive effect. According to the findings, though it does not affect the intention of buying directly, social media marketing will increase the purchase intention indirectly because it has a positive effect on brand loyalty. According to the findings, social media marketing is very important for businesses.

Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context

The study focuses on the canvas of online information transmission that has expanded exponentially. Especially due to social media networks, consumers have been exposed to significant amounts of disinformation, misinformation and actual information. Electronic word-of-mouth (eWOM) on social media networks has been facilitating swift information spread. Henceforth, it has become increasingly problematic for consumers to adopt authentic information and differentiate between marketers-generated content and user-generated content. The study aims to unfold the factors that lead to the information adoption that consequently motivates consumers to purchase products and services. The research study provides a comprehensive framework to re-configure factors that lead to consumers’ purchase intentions in the digital economy. Respondents of the study were those individuals who have been buying products online. The theoretically knitted causal relationships were estimated using a structural equation modelling (SEM) technique. The results indicate that trust inclination and information adoption sequentially mediate relationships between information quality, information usefulness, perceived risk and argument quality with purchase intentions.

The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision

This digital age, people are using digital technology to facilitate all kinds of activities. Sushi Masa Jakarta, uses Zomato as one of their media as an E-WOM facility for consumers to express their feelings. In addition, the Authentic Sushi Image cannot be separated from Sushi Masa. The purpose of this study is to find out whether there is effects of E-WOM and Authentic Brand Image towards consumer purchasing decisions, partially and simultaneously. The theory used is Stimulus Response, supported by other marketing communication concepts. The method used is quantitative based on positive paradigm, considers the social reality can be proven scientifically. Data collection used were questionnaires with Likert scale. The results found the effect of E-WOM and Brand Image together towards consumer purchasing decisions by 62.9%. The author suggest that Sushi Masa can maintain E-WOM and Brand Image that has been built so that consumers continue to making purchasing decisions.

Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations

PurposeThe present study attempts to shed some light on tourists’ destination brand loyalty (DBL) in the Malaysian ecotourism context. More specifically, this study aims to examine the relationships between electronic word of mouth (eWOM), destination brand quality (DBQ), destination brand image (DBI), psychological engagement (PE) and DBL.Design/methodology/approachBased on the Stimulus–Organism–Response theory and buyer black box model, this study developed a framework to address tourists’ loyalty towards ecotourism destinations. An online survey was carried out to collect data, which yielded 210 completed usable responses. Structural equation modelling – partial least squares was used to test the study hypotheses.FindingsFindings from this study revealed that eWOM and destination product quality affect DBI. Moreover, data support the mediating effect of PE between DBI and DBL.Practical implicationsThis study provides valuable insights for practitioners and policymakers of the tourism industry in creating a DBI, keeping tourists psychologically engaged and retaining their loyalty to the ecotourism destinations.Originality/valueThis study is amongst the first to examine the effect of eWOM and DBQ on DBI in the ecotourism context. It also examines PE in relation to the DBI, which is a comparatively new area in the literature.

Pengaruh Electronic Word Of Mouth Dan Promosi Media Sosial Terhadap Minat Beli Pada Produk Fashion Eiger

Eiger as a fashion brand and outdoor equipment often promotes social media through advertisements on social media, but the advertisement is sometimes not well targeted, so it is seen by many people who do not like to do outdoor activities, which makes the promotion by Eiger ineffective. This study aims to 1). Knowing the effect of eWOM on buying interest in Eiger fashion products in Bogor, 2). Knowing the effect of promoting social media on buying interest in Eiger fashion products in Bogor, and 3). To determine the effect of electronic word of mouth and social media promotion on buying interest in Eiger fashion products in the city of Bogor. This research uses a quantitative approach involving 100 respondents. Primary data collection using a questionnaire and secondary data collection using literature study. Hypothesis testing in this study uses multiple linear regression analysis with a significance value  = 5% using SPSS 22 analysis tools. The results of the study show that simultaneously electronic variable word of mouth and social media promotion variables have positive and significant influence on buying interest. Partially the electronic word of mouth variable has a positive and significant influence on buying interest, as well as the variable of social media promotion which has a significant and positive influence on buying interest.
 
 Keywords: electronic word of mouth, buying interest, social media promotion