eWOM Intention Research Articles

Green voices in digital spaces: exploring the impact of knowledge sharing on sustainable engagement and eWOM in tourism

PurposeThis study explores the dynamics of companies’ green knowledge sharing (GKS) within the tourism sector, focusing on its influence on green electronic word-of-mouth (eWOM) intention via the mediation of tourists’ green engagement behaviour. Additionally, the study considers the moderating effects of green destination psychological ownership and perceived injunctive norms of green self-expression online on the pathway from green knowledge sharing to tourists’ green engagement behaviour to green eWOM.Design/methodology/approachThe primary dataset, consisting of 902 valid responses obtained through time-lagged surveys administered to environmentally conscious tourists, was analysed using structural equation modelling (SEM) by PROCESS package for R.FindingsFindings indicate that green destination psychological ownership enhances the mediation effect of tourists’ green engagement behaviour on green eWOM intention, reinforcing the sense of personal investment and belonging among tourists. Conversely, perceived injunctive norms of green self-expression online moderate this pathway by shaping the social norms and acceptability of green behaviours online.Practical implicationsTo effectively spread green knowledge, tourism businesses should focus on enhancing tourists' psychological ownership of green destinations and align their communications with the perceived norms of green expression online. This strategy not only deepens tourists' environmental commitment but also stimulates active participation in spreading sustainable practices.Originality/valueThis study contributes to the green marketing literature by revealing how intrinsic and extrinsic motivational factors interact to influence green engagement and eWOM intention in the tourism industry, aiding marketers in strategically fostering green value co-creation and enhancing sustainable practices through targeted green knowledge sharing.

Sustainable Healthcare in China: Analysis of User Satisfaction, Reuse Intention, and Electronic Word-of-Mouth for Online Health Service Platforms

Online health service (OHS) platforms can provide sustainable healthcare services in China where healthcare demand continues to grow along with the scarcity of healthcare resources. This study investigated the levels of satisfaction of Chinese consumers’ experiences with OHS platforms and their reuse and electronic word-of-mouth (e-WOM) recommendation intentions. This study provides data for educating consumers on OHS platforms and for guiding strategic business planning for the OHS market. The theoretical model applied was the theory of planned behavior, augmented by integrating factors such as perceived service quality and subjective knowledge into its framework. Data were collected in April 2024 through an online survey of Chinese consumers who had used OHS platforms in the past year. The data were assessed using structural equation modeling and multiple group analysis. The findings indicate that various factors, including attitudes, perceived interaction quality, behavioral control, perceived system quality, perceived information quality, and subjective knowledge concerning OHS platforms, are significant enhancers of user satisfaction and reuse and e-WOM intentions. Health consciousness is a moderating variable in the dynamics between consumer satisfaction and their propensity to engage in e-WOM. Strategies targeting factors that influence satisfaction require development.

Parallel Mediation of Service Quality and Customer Satisfaction between Restaurant Authenticity and eWOM Intention: A PLS-SEM Approach

The research aims investigate the effect of restaurant authenticity on perceived service quality, customer satisfaction, and electronic word of mouth (eWOM) in the ethnic restaurant context. Additionally, it also examines the mediating role of service quality and satisfaction, and their serial mediating effect in the relationship between restaurant authenticity and diners’ eWOM intention. Data was collected from 279 diners who had experienced services at ethnic restaurants in Ho Chi Minh city, Vietnam. Partial least squares structural equation modelling (PLS-SEM) approach was employed to investigate the relationship among variables in the research model. Restaurant authenticity directly influences perceived service quality, customer satisfaction and customers’ eWOM intention. Customer satisfaction fully mediates the relationship between service quality and eWOM while it partially mediates the effect of restaurant authenticity and customer eWOM. However, the indirect impact of restaurant authenticity on customer eWOM through service quality was not significant. The research provides evidence for the predicting role of restaurant authenticity in the relationship with service quality, customer satisfaction and eWOM intention in the restaurant context. It contributes to the existent literature on consumer behaviours in the hospitality context by conceptualizing the mediating role of service quality and customer satisfaction in the relationship between restaurant authenticity andeWOM intention. The research also extends the Stimuli-Organism-Response model by considering the role restaurant authenticity as a stimulus that directly and indirectly influences service quality (stimuli), customer satisfaction (organism), and customer eWOM intention (response). Practical implications: The ethnic restaurant managers should concentrate on the authenticity of the restaurant to generate more positive outcomes such as customer satisfaction and eWOM intention. The food and atmosphere of the ethnic restaurant should reflect the country/ culture that it represents to increase the authenticity perception among diners.

The Effect of E-WOM and Brand Image on Purchase Intention to Buy Samsung Phones with E-Satisfaction as a Moderation Variable in State One, Students of Feb USU Medan

This study uses E-Satisfaction as a moderator to identify and examine the effects of E-WOM and brand image on purchase intention. The primary data was collected directly from the 105 respondents who made up the sample. The sampling technique combines both the non-probability sampling technique and the Slovin sampling approach. Quantitative analysis methods were used to investigate survey responses from respondents, and SPSS was used as the analytical tool. Brand image does not significantly affect purchase intentions, but E-WOM and E-Satisfaction do, according to the study’s findings. The association between E-WOM and purchase intentions is likewise moderated by e-satisfaction, whereas the link between brand image and purchases is not moderated by e-satisfaction. Keywords: E-wom, brand image, E-Satisfaction, purchase intention

CSR for Employees' and e-WOM Relationship: Case Study in Maritime Business Organization in Turkey

In the competitive contemporary landscape, Corporate Social Responsibility (CSR) holds paramount importance for enterprises, fostering ethical management and nuanced business understanding while supporting strategic marketing. The transformative impact of information technologies, exacerbated by the COVID-19 pandemic, reshapes corporate communication dynamics. Amidst this, the symbiotic relationship between CSR initiatives and internal communication becomes crucial for organizational success. This research examines the intricate link between CSR and electronic word of mouth communication (e-WOM) intentions among employees. Additionally, it explores whether employment duration significantly influences e-WOM intentions. The research is theoretically based on a model that supports the impact of CSR on behavioral intentions with stakeholder theory and results in e-WOM. The quantitative research method of survey has been implemented. The relationships between the variables were tested using the Correlation and ANOVA analysis. Based on data from 246 employees serving at operations, sales and marketing, sea logistics and business administration departments by convenience sampling method in a Turkish maritime organization serving in container business, the findings reveal a positive correlation between the CSR initiatives and employees’ e-WOM intentions. The study also identifies a discernible impact of employment duration on e-WOM intentions, indicating statistical significance.

The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM

Since the outbreak of COVID-19 in March 2020 brands have quickly adapted the content of their advertising to include pandemic related social and health messages. This paper explores the relationship of fit between the advertised brand and the pandemic as a potential influence on consumers’ eWOM intentions in an advanced and emerging market. Inspired by metacognitive fluency theory, we propose and find that pandemic adapted advertisements for brands that are high on brand-pandemic fit enhance consumers’ eWOM intentions in both markets. This relationship is stronger for experiential ad appeals and future focus in the ads. In terms of temporal focus, building on construal level theory, we find that the effect of fit on eWOM is increased by using future focused ads. Together, the results establish relationships between brand-pandemic fit of advertisements, ad liking, ad-appeals, future focus, and eWOM intentions. We conclude with a discussion of how brand advertising can facilitate societal well-being as high fit brands help individuals solve pandemic related challenges and generate more consumer engagement via eWOM intentions.

How to prompt brand love and eWOM intention? Exploring the role of brand interactivity, consumer involvement and consumer brand engagement

PurposeThe purpose of this study is to investigate how consumer brand engagement (CBE) promotes brand love and eWOM within the influence of brand interactivity and consumer involvement, especially in the context of the smartphone industry and Chinese social media marketing. This study also examines the important role of brand love and gender in this relationship.Design/methodology/approachData from 403 participants who are followers of the smartphone brand’s social media page was collected via an online survey. PLS-SEM was also used for examining the research model.FindingsThe findings of this research reveal that the (perceived) brand interactivity, and consumer involvement, are key factors influence CBE. As expected, brand love and consumers’ eWOM intention are significant outcomes of CBE. In particular, the relationship between CBE and consumers’ eWOM intention is mediated by brand love. However, gender did not moderate the proposed relationships.Originality/valueBy integrating social exchange theory and attribution theory, this study deepens the understanding of CBE and brand love by examining the relationship between brand interactivity, consumer involvement, CBE, brand love and eWOM in the context of smartphone and Chinese social media marketing.

The Effect of Social Media Usage and Electronic Word of Mouth on Conviction and Its Impact on Purchase Intention and Customer Loyalty: The Role of Brand Reputation as A Moderator

The purpose of this study is to propose the concept of conviction in online environment. It examines the vital role of conviction and brand reputation while understanding the impact of social media usage and E-WOM on purchase intentions on e-commerce platforms. Collecting data from respondents from DKI Jakarta using convenience sampling and questionnaires. Analyzed using Structural Equation Modeling (SEM) and empirically tested using Partial Least Square (PLS). The findings show that E-WOM and conviction have a positive effect on purchase intention and consumer loyalty. The results also revealed that social media usage does not have a positive effect on purchase intention. Furthermore, brand reputation (perceived by the customer) moderates the relationship between E-WOM and purchase intention in a manner that this relationship is significantly stronger if there is more positive brand reputation.

Pengaruh SMM dan E-Wom Terhadap Visit Intention dengan Destination Image Sebagai Variabel Intervening pada Industri Pariwisata Religi: Studi Kasus Syeikh Zayed Grand Mosque Solo

Tourism has the capacity to significantly contribute to Indonesia's economic expansion by creating employment opportunities and enhancing the country's infrastructure. Nonetheless, in the current digital age, promoting visitor destinations presents the tourism industry with new obstacles. Tourism industry participants are required to implement effective promotional strategies for their respective tourist destinations to pique the interest of prospective visitors. This study used the destination picture as a mediating variable to investigate the effects of SMM and E-WOM on visit intention. In this study, 340 users of social networking sites made up the study sample. In this experiment, purposive sampling combined with a non-probability sampling approach was used. A questionnaire was used to gather information from original sources. Smart PLS was used to help in data analysis. The study's findings indicate that people's impressions of a place and their trip plans are directly influenced by SMM and E-WOM. Furthermore, a person's opinion of a location has a big impact on how likely they are to visit there. The mediation test results showed that the association between SMM, E-WOM, and visit intention is mediated by destination image.

Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?

Given the exponential growth of eWOM, especially among the millennial generation, an analysis of the consultation behaviour of online opinions is essential to better understanding the decision-making process. The aim of this proposal is to analyse how the motivations towards eWOM consultation contribute to the final adoption of eWOM, especially in the restaurant context, exploring the relationship chain “motivations to consult eWOM—intention to consult eWOM—adoption to consult eWOM”. Moreover, studying the moderating effect of gender in this chain is argued. Based on a sample of 341 millennials with experience in reading online reviews and visiting restaurants, a causal model was estimated through PLS estimation in the geographic area of Ecuador. The results confirm that millennials’ motivations influence directly their intention to consult eWOM and indirectly on eWOM adoption. In addition, gender does not show a significant effect on the chain of effects. Given that virtual platforms have the potential to influence men and women equally, the communication efforts of restaurants focused on this target audience and carried out on social media must focus on aspects other than gender.

The Influence Of E-Wom On Purchase Intention With Brand Image As A Mediation Variable

This research is a quantitative research with a causal relationship to determine the direct effect of eWOM and Brand Image on Purchase Intention and to determine the indirect effect of eWOM on Purchase Intention through the Brand Image of skincare products something. Data collection was carried out by collecting information through a survey with a questionnaire. The population in this study is someone who already knows the Something skincare product in the Jabodetabek area. The questionnaire collected 110 respondents using the Hair et al., (2017) formula. The questionnaire collected was 110 respondents, the data was then processed using the SmartPLS analysis tool. The sampling method used is non-probability sampling with purposive sampling technique. Based on the research results, 4 hypotheses can be accepted, namely eWOM has an effect on Brand Image, eWOM has an effect on Purchase Intention, Brand Image has an effect on Purchase Intention, Brand Image has an effect on mediating eWOM and Purchase Intention. The contribution of this research resulted in increased awareness of eWOM with the influencing factors, namely Brand Image and Purchase Intention. Therefore, it is important for Something's product to increase brand image awareness from the influence of electronic word of mouth which can increase interest in buying the product. The purpose of this study was to determine the direct effect of E-WOM, Brand Image and Purchase Intention and also to determine the indirect effect of E-WOM, Brand Image and Purchase Intention shown to consumers of Something skincare products.
 Keywords: Electronic Word Of Mouth, Brand Image, Purchase Intention

Effects of Eco-Labels and Perceived Influencer Expertise on Perceived Healthfulness, Perceived Product Quality, and Behavioral Intention

Sales of eco-friendly products have increased exponentially in the United States. To determine whether products of interest are eco-friendly, consumers often rely on informational cues from advertisements. While previous literature has examined individuals’ attitudes toward different types of eco-labels, less is known about the effects of different eco-labels in product promotions within social-media environments. To address this gap, the current study focuses on the sources of eco-labels and the perceived levels of influencer expertise as informational cues and examines how these cues may influence perceived product quality, perceived healthfulness of the product, and advertising effectiveness (i.e., purchase intention and electronic word-of-mouth (eWOM) intention). This study employs a 2 × 2 experimental design (N = 295), considering two factors: eco-label source (regulated vs. nonregulated) and perceived influencer expertise (high vs. low). The results from the experiment indicate that advertisements featuring a regulated eco-label and an influencer with higher perceived expertise led to higher eWOM intentions. Additionally, perceived product quality mediated the effects of informational cues on advertising-related outcomes. These findings have both theoretical and managerial implications for social-media-influencer marketing in the context of eco-labeled products.

Examining the moderating role of gender and point of purchase platforms on eWOM intentions

Examining the moderating role of gender and point of purchase platforms on eWOM intentions

Do Instagram reels influence travelers' behavioral and e-WOM intentions for the selection of ecotourism destination?

PurposeThere has been considerable discussion about the utilization of social media effectively in tourist research. Still, there is a paucity of information about its usage for ecotourism destination selection. The study aims to determine critical factors influencing travelers' behavioral and electronic word-of-mouth (e-WOM) intentions to use Instagram reels to select an ecotourism destination.Design/methodology/approachThis study is based on the motivated consumer innovativeness theory and technology acceptance model. Purposive sampling was applied to acquire data from Instagram users. Data were gathered from 445 respondents and 415 valid responses were analyzed using partial least square structural equational modeling.FindingsThe findings of the study confirmed the positive impact of perceived ease of use, socially motivated consumer innovativeness and hedonically motivated consumer innovativeness on travelers' attitude except for perceived usefulness. The outcomes also revealed a significant influence of travelers' attitude on behavioral and e-WOM intention.Research limitations/implicationsThe study's findings were intended to offer insights into traveler behavior to critical players in the tourism sector, including destination marketers, travel companies, the government and policymakers. They must comprehend how useful Instagram is for the tourist industry, which will help them better understand how to attract travelers through Instagram reels to market their destination.Originality/valueThe current investigation is the first attempt to investigate the travelers' behavioral and e-WOM intentions to use Instagram reels to select an ecotourism destination.

Babbling through social media: A cross-country study mapping out social networks using eWOM intentions

Babbling through social media: A cross-country study mapping out social networks using eWOM intentions

Tourist behaviour: The role of digital marketing and social media

Social media and its applications are a part of daily life in Turkey and the rest of the world. In 2022, about 80.7 % of Turkey's population (69.9 million people) spent an average of 8 h daily using the Internet, providing a significant opportunity to encourage and influence tourists' purchase intentions through social media. This study aims to determine the effects of digital marketing and social media on tourist behaviours in Turkey. This study proposes a comprehensive model for the antecedents of tourists' behavioural intentions in their destination selection that can be found in the tourist destination online content (TDOC). The quality and user-friendly accessibility of the online information provides essential clues that influence tourists' behavioural intentions (intention to visit the destination and eWOM). Tourists' level of satisfaction with their first destination visits and the digital marketing interaction channels through which they share their experiences may positively affect their repeat visits/other tourists' behavioural intentions. Therefore, this study investigates the mediator effect of satisfaction and digital marketing interactions on the behavioural intentions of tourists of Eastern origin during their destination selection. Data was collected from 264 structured questionnaires and analyzed using partial least squares structural equation (PLS-SEM) modelling. Findings show that tourists' TDOC perceptions directly affect their behavioural intentions and that tourist satisfaction has a mediator role in the relationship between tourists' TDOC perceptions and behavioural intentions. Also, the results show that satisfaction and digital marketing interactions are important determinants of the intention to visit a tourist destination and eWOM intentions. Understanding tourists' perspectives on destination choice is crucial for policy makers, businesses and marketers as it will help formulate appropriate strategies to increase destination visits. In this respect, it is recommended to develop strategies to encourage tourists to share their experiences and satisfaction levels through digital marketing channels by improving the quality of products and services. Finally, the population of this study is limited to Turkey, and future research can extend this study to countries with different cultures and make new contributions to the related literature.

Determining multi-dimensional motivations driving e-WOM intention and purchase intention on WeChat: the significant role of active participation

PurposeBuilding upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between customer motivations, active participation and electronic word-of-mouth (e-WOM) and purchase intentions on WeChat.Design/methodology/approachThe data were gathered in a web-based survey of 301 WeChat users in mainland China. To empirically verify the proposed hypotheses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed using online data.FindingsPath analysis outcomes demonstrate that functional, hedonic and social motivations positively affect WeChat users' active participation. In addition, active participation significantly influences e-WOM intention while showing no correlation with purchase intention.Research limitations/implicationsTheoretically, this article can enrich the extant system of relevant theories and offer a fresh perspective for further research on the generation of consumers' e-WOM intention and purchase intention in the WeChat context. Practically, the research outcomes provide insight for companies on how to motivate customers to participate in online activities, which subsequently improve WeChat users' willingness in conducting e-WOM communication and making purchase decisions.Originality/valueAlthough mobile social media could serve as an influential marketing vehicle for individuals' engagement in social and commercial activities in today's mobile-matured environment, the substantial impact of active engagement on the relationship between customer motivation and purchase intention remains insufficiently explored. The outcomes not only contribute to the current body of knowledge, but also offer several managerial guidance for companies that pay attention to mobile social media marketing in a contemporary mobile media-saturated society.

Investigating the role of rational and emotional content towards consumer engagement and EWOM intention: Uses and gratification perspectives

This study aims to examine the role of rational and emotional content in social media on consumer engagement and EWOM intention. The population of this research is e-commerce social media users with a total sample size of 394 respondents using the purposive sampling technique. The Partial Least Square-Structural Equation Model (PLS-SEM) is used to test the research hypothesis. The results of the study revealed the role of rational and emotional content in influencing consumer engagement but did not affect EWOM intention. Consumer engagement affects EWOM intentions. The study’s findings support consumer engagement which is proven to mediate the relationship between rational and emotional content and EWOM intention. Social media marketing practitioners use rational and emotional content types on their brand pages in order to gain engagement and EWOM from social media users.

The impacts of social needs and game playing type on esports consumers' positive eWOM sharing: applying the FIRO theory

PurposeThe current study aims to examine esports consumers' social needs (inclusion, affection and control) as antecedents of positive eWOM intention. Additionally, the moderating effects of game playing type (individual-based competition vs. team-based competition) were tested to determine whether the inherent socializing opportunities provided by each game playing type have different effects on the relationship between social needs and eWOM communication of esports consumers.Design/methodology/approachA cross-sectional survey design was applied to 387 responses collected from an online survey platform. After checking several assumptions, a series of regression analyses were performed to test the suggested hypotheses.FindingsThe results revealed that the needs for inclusion, affection and control were positively associated with eWOM intention. Furthermore, the relationships between inclusion and eWOM intention and affection and eWOM intention were moderated by game playing type.Originality/valueThe current study extended the fundamental interpersonal relations orientation theory from conventional interpersonal relationships to interpersonal communication in online platforms. This research also suggested that eWOM communication in esports could be supplemental social opportunities, especially for individual-based competition games.

What do you value based on who you are? Big five personality traits, destination value and electronic word-of-mouth intentions

The travel and tourism sector (TTS) is an important source of jobs and revenues for any country. The recent COVID-19 pandemic has shattered some industries more than others, with the TTS being one of the most affected ones in Romania. Recovery of TTS is, therefore, critical due to its significant share in the country’s GDP. Electronic word-of-mouth (e-WOM) has recently become a strong instrument that voices the experiences of customers in the online environment and further determines consumption of tourism services by other people. The choice of a tourist destination depends on a decision involving evaluations of economic, emotional, social and altruistic values attached to that destination. These evaluations can determine electronic word-of-mouth (e-WOM) intentions as tourists need to share their experiences. Using PLS-SEM ( n=469) on the Romanian tourist population, the research hereby checks the influence of the big five personality traits (BFPT): openness, conscientiousness, extraversion, agreeableness, and neuroticism on the destination values. This research also aims to analyze the relationship between the big five personality traits and e-WOM intentions, using the mediating role of destination value, in choosing a tourist destination in Romania. Results are useful both for tourism operators and industry policy makers.