Use Of eWOM Research Articles

The Role of E-WOM Usefulness and Social Media towards Revisit Intention for Tourist through Destination Image in Jatim Park 2 Batu City

This research investigates the influence of E-WOM usefulness and social media on revisit intention for tourists through destination image at Jatim Park 2 in Batu City. This type of research adopts a quantitative approach with a population of 150 tourists. The sampling technique used is the non-probability sampling method. The data collection technique employs a questionnaire. The data analysis techniques utilized are descriptive analysis and multiple linear analysis. The research findings indicate that the direct influence of E-WOM usefulness on destination image is significant, social media on destination image is significant, E-WOM usefulness on revisit intention is significant, destination image on revisit intention is significant, while the direct influence of social media on revisit intention is not significant. The indirect influence of E-WOM usefulness on destination image through revisit intention yields a result of 0.307. This implies that the direct influence of E-WOM usefulness on revisit intention (0.289) is smaller than the indirect influence (0.307). Thus, indirectly, E-WOM usefulness significantly affects revisit intention through destination image, indicating partial mediation. As for the indirect influence of social media on destination image through revisit intention, the result is 0.072. However, due to the insignificant direct influence of social media on revisit intention, full mediation occurs.

Hotel Management Behavior Model in eWOM Management

Electronic Word-of-Mouth (eWOM) is vital in various industries, particularly in the hospitality sector, where its effects on sales, prices, reputation and other business variables are evident. Understanding how eWOM is accepted and incorporated within organisations is essential for their development. The present study aims to explain managerial behaviour concerning the use of eWOM in hotels. To achieve this, a Partial Least Squares Structural Equation Modeling (PLS-SEM) model was validated using data from a questionnaire directed at hotels in a coastal region of Argentina, where year-round and seasonal hotels are located. It was found that the use of eWOM in management depends on the management's intention to use the same which is influenced by their attitude towards it. Additionally, attitude is influenced by the perceived usefulness and ease of management, and use is contingent upon the quality of the eWOM.

The Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local

This study aims to examine the role of nostalgic brand positioning in influencing purchase intention and the use of e-WOM with national and local Mexican brands. Accordingly, a system of seven hypotheses embedded in a conceptual framework is proposed and empirically tested. Constructs have been assessed using a structured questionnaire with 365 respondents. Partial least squares structural equation modeling is used to test the hypotheses. The study’s findings reveal that nostalgic brand positioning has a significant impact on brand iconness and brand resurrection, both have the effect of influencing purchase intention, and purchase intention has an impact on e-WOM. Hence, the moderation results suggest that the effects of nostalgic brand positioning on brand iconness and brand resurrection are more prominent for local brands than national ones. Additionally, a multigroup analysis was conducted to identify the effect of generational cohorts. This study provides valuable information for marketing professionals in terms of designing and implementing effective strategies to revive iconic brands, especially local ones, and promote purchase intentions through the benefit of word-of-mouth through social media.

The Influence of Content Marketing and E-WOM on Customer Satisfaction through Brand Image in Content Creation Companies (Content Booster) in Malang City

The type of research used in this research is quantitative research. In this study the results obtained from the assistance of the SmartPLS Version 4 2023 program show that of the 4 variables tested, the one with higher results has a significant value, namely the E-WOM Variable (X2). with a total average obtained of 4.62 from several indicators in which it supports the highest score, namely the Valence of Opinion indicator of 4.73 where from the questionnaire questions distributed by customers the focus focuses on positive and negative opinions of a customer product packaged by Content Booster as Content Marketing which can affect the level of trust and review ratings in content distributed through E-WOM media. After getting the results from the descriptive research and hypothesis testing that have been described in this study, we can conclude as follows: 1. The overall results of the research using the help of the Smart PLS 4 2023 program show that what dominates in this study is the E-WOM variable with an average value 4.62 which in the assessment has a very good and high meaning. Supported by the high average value of each indicator, namely Intensity 4.0, Valence of Opinion 3.96, Content 3.86, Tone 3.94 and Timing 4.02 we can conclude that from the acquisition of data processing the use of E-WOM is currently very much needed in managing business and marketing. In this case E-WOM cannot stand alone, it is still supported by several variables, namely Content Marketing, Brand Image, in obtaining Customer Satisfaction in this multimedia business.

EFFECT OF SERVICE QUALITY AND USE OF E – WOM ON CUSTOMER TRUST AT UD TRI PUTRI MEDAN AMPLAS

This study aims to determine the effect of service quality and use of E-WOM on customer trust at UD. Tri Putri Medan Sandpaper. A sample of 78 customers at UD. Tri Putri Medan Sandpaper. The data analysis technique that the writer uses in this research is descriptive quantitative. The data collection used is by using a questionnaire given to the respondents. The data is processed using SPSS 20.0 for windows. The data analysis technique used is multiple linear regression, with t count for the service quality variable (X1) of 5,483 when compared to the t table value of 1,665. Then the t arithmetic obtained is greater than the t table value or 5.483 > 1.665, then it is also seen that the sig value is smaller than the probability value 0.000 < 0.05 then Ho is rejected and Ha is accepted so that the X1 variable has a contribution to Y. The t value is calculated for the variable Usage E-Wom (X2) is 2,598 when compared to the t table value of 1,665. Then the t count obtained is greater than the t table value or 2,598 > 1,665, then it is also seen that the sig value is smaller than the probability value 0.001 < 0.05 then Ho is rejected and Ha is accepted so that the X2 variable has a contribution to Y. The calculated f value is 180,940 with The sig level is 0.000, therefore the sig value is 0.000 > 0.05 and the calculated F value is 180,940 > F table 2.73. This shows that Ho is rejected so it can be concluded that the independent variables X1, and X2 simultaneously have a positive and significant effect on the dependent variable Y. The value R Square states that service quality and E Wom can explain the effect on customer trust by 0.828 or 82.8%, while the remaining 0.172 or 17.2% is influenced by other variables not included in this study.

Impact of eWOM on The Intention to Choose Green Tourist Destinations for Vietnamese Tourists

This study aims to evaluate how EWOM influences Vietnamese visitors' inclinations to travel to environmentally friendly areas. (Which investigates the theories of source EWOM (EW), Environmental Concern (EC), Travel Motivation (TM), Destination Image (DI), Attitude (ATD), and Subjective Norm (SN) and constructs highly accurate structural models (SEM).Design/methodology/approach – An online survey investigated the influence of EWOM and related parameters on the intention of Vietnamese tourists to pick a green tourist location. Using Google Forms, the minimal sample size for this study will be 197 (n=197). CFA and SEM will be run on the data for testing hypotheses. Reliability statistics of the scale will be conducted by using Cronbach's Alpha, EFA.Findings – The findings of this study will help tourism organizations and marketers in Vietnam recognize that the use of eWOM by travelers in selecting a green travel destination is becoming a significant trend

Understanding the impact of eWOM communication through the lens of information adoption model: A meta-analytic structural equation modeling perspective

In the last decade, eWOM has arguably become the most preferred way for consumers to seek and share consumption-related information. eWOM as a research topic also garnered huge attention from the research community, which led to the vast academic literature on eWOM. However, there is a lack of consensus on how different eWOM attributes impact consumer responses to eWOM communication. Moreover, there is also inconsistency regarding the mechanism through which eWOM messages influence consumers' behavioral intentions. To address this gap, we conduct a meta-analysis of 179 studies comprising 186 unique samples and 65,655 observations, which reveals the strength and significance of the association between eWOM attributes and eWOM response. Further, based on the Information Adoption Model, this study investigates the various mechanisms through which eWOM credibility, eWOM usefulness, and attitude towards eWOM impact purchase intention. In addition, this study discusses the moderating role of culture, product and platform type. Results of meta-analytic structural equation modeling (MASEM) support a serial mediation model of eWOM credibility and attitude towards eWOM on purchase intention through eWOM usefulness and eWOM adoption. From the research perspective, this study resolves the inconsistencies in the extant literature to provide more reliable generalizations. Managers can use this study to enhance the consumers’ purchase intention through effective management of eWOM communication.

The Effects of e-WOM and Green Product Innovation on Consumer Purchase Decisions through Social Media Marketing on Beauty Products in Sociolla

The study aims to analyze the determinant of electronic word of mouth and green product innovation on purchasing decisions through Social Media Marketing for beauty products at Sociolla. This research is quantitative, with a sample of 96 people. The non-probability sampling technique used is the accidental sampling technique. Primary data collection was obtained by distributing questionnaires. Data processing uses smart PLS and data analysis used in this study includes descriptive statistical analysis, instrument testing, classical assumption testing, regression analysis, hypothesis testing, and coefficient of determination testing. The results of the study show that partially and simultaneously social media marketing, electronic word of mouth, and green products affect purchasing decisions. The findings of this study are expected to provide fundamental data for strategy development related to social media marketing of beauty products. In addition, this study has implications for suggestions to increase the use of e-wom and green product innovation through social media marketing.

How Negative eWOM Affects Purchase Intention: Evidence from Indonesian Traveling Apps Users

Abstract. Traveling apps are effective tools to search information and purchase tourism products. Online reviews are the most influential information source in the tourism industry. This study determines the effect of eWOM factors: informational determinants (perceived eWOM usefulness and eWOM perceived credibility of online reviews); personal determinants (using experience of eWOM and product involvement); and the effects of negative reviews (perceived diagnosticity of negative reviews and negative review impression) on purchase intention in traveling applications through some mediating variables (attitude toward online review, attitude toward product, attitude toward brand, and eWOM adoption). This study uses Information Adoption Model and integrates consumer attitude. There were 356 respondents collected through online survey and purposive sampling. Further, Structural Equation Modeling was employed to analyze 17 hypotheses. The results showed that only perceived credibility of online review has no indirect impact on purchase intention. It exhibits the importance role of consumers' attitude and eWOM adoption as mediating variables in promoting purchase intention. This study contributes to industry, especially traveling application managers to arrange their eWOM strategies and travel product providers in managing their brand activities. Keywords: Online review, negative eWOM, Information Adoption Model.

The influence of electronic word of mouth through Tiktok on purchasing intention of skincare products in Indonesia

The ever-expanding internet has brought social media become a medium by which Electronic Word of Mouth (eWOM) is disseminated, particularly among skincare users. This study aims to assess the impact of eWOM through TikTok on skincare product purchase intention by developing a conceptual model of hypotheses that encompasses a multiplicity of factors that might be associated. The researcher investigates what factors impact eWOM usefulness & eWOM credibility and why consumers may adopt it when making a purchase. To examine our research model, a quantitative approach is employed using a sample of 373 Indonesian respondents via a web-based questionnaire. Structural equation modeling (SEM) analysis with the program SmartPLS was employed to test ten proposed hypotheses. The results indicate that source expertise is the most significant factor that may impact eWOM credibility in addition to perceived persuasiveness, perceived informativeness, and source trustworthiness. Additionally, source trustworthiness is the main predictor of eWOM credibility in addition to perceived persuasiveness and source expertise with regard to TikTok. It was found that eWOM usefulness and credibility together increase the possibility of adopting an eWOM message, and eWOM adoption mediates the influence of credibility and usefulness on customer purchase intention toward skincare products on TikTok. Only a few studies have examined TikTok as a medium of eWOM distribution and its influence on skincare product purchase intention, therefore this study provides vital insights into eWOM literature by identifying the new platform. This study helps brands learn what to consider when designing marketing strategies to enhance purchase intentions.

E-WOM’s Influence on the Consumer’s Behavior at different levels of perceived risk in Online Education Service Industry

Online education service industry has been developing quickly in Korea and China, and the outbreak of the COVID-19 epidemic has made the market scale even larger. Since the result of online education usually takes long time to show, consumers might consider online education service as high-risk taking in terms of time waste. Under this circumstance, e-WOM has became an important way to help the consumers alleviate uncertainty and make purchasing decision more easily and quickly. In China almost all the online education companies consider e-WOM as an important marketing tool. This research aims to study the underlying factors that influence the e-WOM information adoption processing and consumers’ purchasing intention in online education information service industry, especially on how the perceived risk moderates the information adoption process. For this purpose, a dual- route structure are established based on Elaboration likelihood model (ELM), Information Adoption Model (IAM), and Trust Transfer Theory. The new model was validated through structural equation modeling (SEM) based on surveys of 460 questionnaires which were sent to consumers in China with the experience of purchasing online education services. E-WOM usefulness (by the influence of quality of e-WOM and informative CSII; Consumers Susceptibility to Interpersonal Influence) and e-WOM emotional trust (by the influence of credibility of e-WOM information, normative CSII, and subject knowledge) are both proved to have a positive influence on e-WOM information adoption. Perceived risk is proved to play a moderating role in the process. In addition, academic and managerial implications are discussed.

A meta‐analysis of the elaboration likelihood model in the electronic word of mouth literature

AbstractSeveral studies have been conducted to determine the factors influencing online consumers to adopt the information embedded in electronic word of mouth (eWOM). The amount of existing research and the inconsistency of certain conclusions need the development of an all‐encompassing model capable of synthesizing previous findings. Thus, this meta‐analysis study synthesizes current research on eWOM, which will aid in reconciling results about the variables impacting eWOM adoption and consumers' behavioural intentions. This study utilizes data from 89 research in a two‐stage structural equation model (TSSEM). The findings show that eWOM usefulness and credibility impact behavioural intentions, and eWOM adoption plays a mediating role in these relationships. The results further signify the moderating effects of social networking sites (SNS) and e‐commerce platforms on the adoption behaviour. Building on the elaboration likelihood model (ELM), this study shows that the central route to persuasion is the dominant predictor of eWOM adoption on e‐commerce sites. In contrast, the peripheral route tends to dominate on social networking sites. The findings improve the current understanding of the diffusion of online information, which can alter consumers' behavioural intentions. The study finally provides managers with specific recommendations for maximizing the effectiveness of eWOM propagation through online channels.

Online reputation management with an Electronic word of mouth approach

Opportunities for managing e-reputation for organizations have now begun to be captured by business activists in the communication technology industry in Indonesia. Several corporations from various industries have tried this service to increase their reputation in the digital world, especially on social media. One of the service companies that started to run an e-reputation management business and became the subject of this research is PT S. PT S's managing e-reputation will be analyzed using six elements included in the Online Public Relations tactical thinking developed by Phillips & Young. This study uses a qualitative approach and the nature of descriptive research, using case study methods, and collecting data using interviews and observations. As a result, PT S has implemented six elements of tactical thinking in its e-reputation management business, namely proactive and initiative actions, monitoring, publishing, raising awareness, stimulating engagement, and responding to events and actions. The use of e-WOM, the presence of influencers, the selection of suitable social media, and attractive content planning also affect the e-reputation of the clients' organizations.

An integrated measure of eWOM usefulness in the leisure travel: conceptualisation, scale development, and validation

ABSTRACT Internet access and social media led to an astronomical spike in eWOM. Tourism is an information-intensive industry, and travelers frequently use eWOM for travel decisions. Nevertheless, there is a lack of an integrated scale to measure the eWOM Usefulness for influencing cognitive, affective, and conative attitudes in leisure travel. The present study develops and validates an eWOM usefulness scale using the scientific scale development process to fill the research gap. A two-stage study (study 1: EFA; study 2: Measurement Model Assessment – CFA) confirmed the reliability and validity of the scale. Findings suggested the role of eWOM volume, eWOM valence, argument quality, and source credibility in eWOM usefulness. This study is a forerunner in using the stimulus organism response (SOR) lens to explain eWOM usefulness in leisure travel.

The Determinants of eWoM in Social Commerce

The influence of eWoM use for s-commerce in the context of Arab region remains unexplored. To bridge this gap, this study develops a model for eWoM use for s-commerce post adoption. This model link three antecedents-factors (trust towards other people, trust of internet/Instagram, and perceived risks) to eWoM use for s-commerce through the mediation of perceived enjoyment, perceived value, and customer satisfaction. The model is validated with a large sample of 843 Instagram users using LISREL tool. Research findings revealed that propensity to trust, trust of internet, perceived risk, and perceived value affect use of eWoM through the indirect effect of perceived enjoyment and satisfaction, while perceived value has no direct effect on eWoM. Customer satisfaction was a predominant predictor of eWoM use. The model has relevant contributions and implications for both research and practice.

How to win the consumer’s heart? Exploring appraisal determinants of consumer pre-consumption emotions

• Pre-consumption emotions are explained by appraisal dimensions. • Emotions are goal-relevant signals that beneficially guide consumer behavior. • Goal-relevant contents is the key success factor of emotion-focused marketing. • eWOM is effective in improving consumer appraisal of goal relevance. Emotions are key drivers of consumption in the tourism and hospitality sector. Therefore, advancing our understanding of the determinants of consumer emotions is critical for tourism and hospitality marketers to effectively influence consumer affect-driven consumption behavior. However, research on the determinants of pre-consumption emotions remains under-explored. This study aims to fill the research gap and proposes a theoretical framework to explain affect-driven behavior. Grounded on the cognitive appraisal theory of emotions, we hypothesize that marketing stimuli are personally appraised based on several dimensions such as novelty and goal relevance. These appraisal dimensions determine the elicitation of positive emotions, leading to behavioral intentions. A total of 655 participants were recruited for an empirical study to test this framework in the context of a tourism event experience. We use an experimental research design to examine consumer appraisals, emotions and behavioral intentions in four conditions: two marketing visual formats (poster vs. video) over two delivery channels (advertising vs. e-word-of-mouth). Research outcomes support the theoretical framework of consumer affect-driven behavior, suggesting that the elicitation of positive emotions beneficially guides consumer behavior in goal striving and novelty seeking. Based on this, emotion-focused marketing implications are recommended, including goal-based segmentation, goal-relevant content development and the use of eWOM as an emotion-enhancing message delivery channel.

Disentangling the factors driving electronic word-of-mouth use through a configurational approach

PurposeThe purpose of this paper is to show how different combinations of the subdimensions of electronic word-of-mouth (eWOM) information quality (consisting of its accuracy, completeness, relevance, timeliness, and sidedness) may affect consumers' eWOM use behavior from a configurational approach.Design/methodology/approachBased on a synthesis of past literature, five precursors of eWOM use were considered. A fuzzy-set qualitative comparative analysis (fsQCA) was employed to understand the configurations that lead to travel-related eWOM use. The study was conducted with 311 consumers from an online travel service company.FindingsFindings identified six solutions that explain eWOM use. EWOM accuracy, completeness, and sidedness are found to be core conditions reinforcing consumers' use of eWOM in combination with different peripheral conditions, including the subdimensions of eWOM information quality and the traits of the consumers (such as social media use time and gender).Practical implicationsFactors related to eWOM information quality and traits of the consumers, when considered in combination, predict eWOM use behavior in particular sets of conditions.Originality/valueThis work enriches the eWOM literature by providing an in-depth understanding of eWOM use from a configuration perspective. Configuration analysis serves as a better tool for explaining the complex relationships among variables than a regression analysis approach does. Additionally, in response to the need to move beyond multiple regression analysis to algorithmic approaches, this study shifts the emphasis from a symmetric paradigm to an asymmetric perspective for data analysis focused on eWOM use.

The Influence of Electronic Word of Mouth (E-WOM) and Travel Motivation toward the Interest in Visiting Lombok, Gender as a Mediator

The background of this research is the decreased number of tourists, either domestic or foreign tourists, visiting Lombok, in which Lombok is a halal tourism destination in Indonesia. This research aims to analyze the influence of electronic word of mouth (e-WOM) and travel motivation toward the interest in visiting Lombok with gender as the mediator, using a purpose-sampling technique on its sample collection. The respondents of this research are university students in Surakarta. The number of questionnaires spread by the researcher is 316 samples and the samples that can be used are 264. This research uses the analysis tool of SPSS 22 with a scale of 1-5. The result shows that e-WOM and travel motivation influence the interest in visiting Lombok, while the influence with gender as the mediator shows that males have a bigger influence toward the use of e-WOM and travel motivation toward the interest of visiting Lombok

An Approach Combining DEA and ANN for Hotel Performance Evaluation

For a hotel to succeed in the long run, it becomes vital to achieve higher profits along with increased performance. The performance evaluation of a hotel can signify its sustainable competitiveness within the hospitality industry. This article performs a two-stage study that combines data envelopment analysis (DEA) and artificial neural network (ANN) to evaluate hotel performance. The first stage to evaluate the efficiency for hotels is by using the DEA technique. The input variables considered are the number of rooms and the ratings corresponding to six aspects of a hotel (service, room, value, location, sleep quality, and cleanliness). Also, revenue per available room (RevPAR) and customer satisfaction (CS) are the output variables. The distinguishing factor of this article is that it involves the use of EWOM for performance evaluation. In the second stage, the performance of the hotels is judged by using the ANN technique. The ANN results showed that the performance of the hotels is quite good. Finally, discussions based on the results and scope for future studies are provided.

Moderating Effect of the Use of eWOM on Subjective Norms, Behavioural Control and Religious Tourist Revisit Intention

Religious activities are a common topic of discussion on various platforms and online forums in Nigeria. These online interactions shape opinions and attitudes of tourist to a religious destination. The use of electronic word of mouth has become a factor in influencing behavioural intention. Hence, this study investigated the relationship between the use of eWOM and tourist revisiting intention to a religious destination and the effect of the use of eWOM on the relationship between Subjective Norm, Perceived Behavioural control and Revisit intention of visitors to religious destinations. The hypotheses for the study was tested using a Hierarchical Regression model. The essence was to examine the effect of each variable on revisit intention as they are entered into the regression equation. The findings show that the combination of the use of eWOM, subjective norm, perceived behavioural control and even attitude has a strong influence on revisiting intention. However, the use of eWOM has a weak effect on revisit intention of religious tourists. The study recommends that managers of religious events pay more attention to the experience rather than focusing on using eWOM as a promotional tool, although it may attract new visitors, it will not make them come back.