Impact Of eWOM Research Articles

Home is best: Review source and cross-border online shopping

Electronic word of mouth (eWOM) has attracted considerable research interest in the past two decades. This paper revisits the impact of eWOM in the context of international business. Using review data scraped from AliExpress, a cross-border e-commerce platform, we show that the impact of online reviews is related to the identity of reviewers. Consumers are most affected by reviews from their home country, followed by reviews from neighboring countries, while they are not affected by reviews from strangers. This confirms the existence of home bias in the consumption of review information. In addition, the bias is more profound among consumers from countries with higher levels of uncertainty avoidance and trust. Our study is among the first to investigate eWOM in digitized international business. By discovering and reporting how consumers react to reviews with different identities, we offer actionable implications for digital platforms to improve the effectiveness of online reviews.

The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income

eWOM, a potent communication tool in today's digital age, is extensively utilized by consumers to evaluate products and services, share their experiences, and offer recommendations. Consumers now openly express their opinions about products and services through eWOM on online platforms such as social media, forums, and review websites. Therefore, understanding the impact of eWOM on consumer behaviour holds critical significance in shaping marketing strategies. This article examines how eWOM is specifically associated with conspicuous consumption and symbolic consumption and how these relationships are moderated by income levels. This study investigated the relationship between electronic word-of-mouth marketing (eWOM) and conspicuous consumption and symbolic consumption while considering the moderating role of income. A survey was conducted among 455 participants in the Karabük province, and the data were analyzed using Amos 20 and SPSS Process 21 software. The results confirm that eWOM influences both types of consumption. However, the moderating effects of income differ in this context. Income does not play a moderating role in symbolic consumption, meaning that consumers' interest in symbolic products or services remains unaffected by income levels. On the other hand, high-income individuals are observed to pay more attention to eWOM and prefer conspicuous consumption more frequently.

Unleashing the role of e-word of mouth on purchase intention in select Facebook fan pages of smart phone users.

This study aims to examine the impact of e-WOM on customer purchase intentions in Facebook fan pages using theories of trust, value co-creation and brand attitude. The present research has set out to explore this emerging domain of study and has thus developed & tested propositions which attempt to establish a relationship between e-WOM and customer's purchase intentions. A deeper understanding of this possible association is obtained by studying the mediating roles of Trust, Value Co-Creation, Brand Image and Brand Attitude. The context for exploring this phenomenon is chosen to be the fan pages of smartphone brands on Facebook. The study involved conducting a sample survey of 490 respondents, comprising of both male and female, who belong to 5 smartphone brands Facebook fan pages-Samsung, Moto G, Lenovo, MI and ASUS are considered for the study. Out of which sample of 100 each has been targeted individually. The findings suggested that e-WOM significantly predicts the purchase intentions of the customers of a specific product and considerable impacted on the purchase decision. The findings of the study also reveal that customer 's trust beliefs, perceived value co-creation, brand image and brand attitude partially mediate in between relationships of e-WOM and purchase intention. The actual presence of different types of consumer electronics brands on the social media, more prominently, the smartphones, which undoubtedly are the most ubiquitous product of this segment. In fact, this indicates that presence on social media is a well- thought organizational strategy developed by companies to gain partial control over the customer 's decision- making process by establishing a close connect with the customers for a long period. This consequence will significantly impact the decision-making process of marketers or practitioners in relation to their marketing tactics. This research also indicates that marketers could devise more effective methods for distributing marketing content through social networking sites, while corporations can cultivate favorable electronic word-of-mouth for their products or services. Through the implementation of social media marketing strategies, companies can increase their sales volume and generate higher revenue. The study examined the role of trust, virtual community participation, and desire to purchase as mediators on smartphone brand fan sites on Facebook. It was observed that these factors had a partial influence on customer purchase intention.

PENGARUH E-WOM DAN KERAGAMAN PRODUK TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN PRODUK MAKANAN PADA PENGGUNA GOFOOD, DENGAN PRICE DISCOUNT SEBAGAI VARIABEL PEMODERASI

This research aims to determine the significant effect of E-WoM and product diversity on purchasing intentions and purchasing decisions, as well as the significant impact of price discounts in moderating the impact of E-WoM on purchasing decisions. The data source of this research was obtained from the answers of 95 respondents. The sample determination technique used non-probability sampling, namely purposive sampling. The object of this research is Gofood users of Geprek Lek Djo and Zest Chicken. The data analysis used SmartPLS by conducting several tests namely Convergent Validity Test, Reliability Test, Classical Assumption Test, Goodness of Fit Test, Coefficient of Determination Test, Structural Equation Analysis, and Research Hypothesis Test. Test results showed that E-WoM had a positive but not significant effect on purchase intention (H1 was rejected), product diversity had a significant positive effect on purchase intention (H2 was accepted), E-WoM had a positive but not significant effect on purchase decision (H3 was rejected), product diversity had a positive but not significant effect on purchasing decisions (H4 was rejected), purchase intention had a significant positive effect on purchasing decision (H5 was accepted), price discounts had a positive but not significant effect in moderating the impact of E-WoM on purchasing decision (H6 was rejected), E-WoM had a positive but not significant effect on purchasing decision through purchase intention (H7 was rejected), product diversity had a significant effect on purchasing decision through purchase intention (H8 was accepted).

Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh

Purpose: This study aimed to determine the effects of electronic word-of-mouth (e-WOM) on tourists’ travel intentions. Research Methodology: The researchers collected 302 data points using a five-point Likert-scale questionnaire. For this study, a descriptive research technique or methodology was used based on quantitative data. The sampling method was a non-probabilistic convenience sampling method. The SPSS 26.0 version was used for descriptive statistics analysis, reliability testing, and regression analysis. Results: Four independent variables out of five (positive online reviews, negative online reviews, source credibility, and e-WOM quality) had a favorable impact on travelers' plans to travel. Only one variable (e-WOM quality) had no favorable results. Limitations: The study's use of a non-probability convenience sampling strategy was constrained to a certain limited geographic area. There were also issues related to time and money in this investigation. Contribution: This research will help travel organizations understand and acknowledge e-WOM and its significance, as well as develop strategies to manage its effects. In addition, it will help tourists select their tour destinations. Novelty: This study addresses the impact of e-WOM on tourist decision making and explains the complex factors that affect tourists’ decisions to visit a tourist place.

Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh

Purpose: This study aimed to determine the effects of electronic word-of-mouth (e-WOM) on tourists’ travel intentions. Research Methodology: The researchers collected 302 data points using a five-point Likert-scale questionnaire. For this study, a descriptive research technique or methodology was used based on quantitative data. The sampling method was a non-probabilistic convenience sampling method. The SPSS 26.0 version was used for descriptive statistics analysis, reliability testing, and regression analysis. Results: Four independent variables out of five (positive online reviews, negative online reviews, source credibility, and e-WOM quality) had a favorable impact on travelers' plans to travel. Only one variable (e-WOM quality) had no favorable results. Limitations: The study's use of a non-probability convenience sampling strategy was constrained to a certain limited geographic area. There were also issues related to time and money in this investigation. Contribution: This research will help travel organizations understand and acknowledge e-WOM and its significance, as well as develop strategies to manage its effects. In addition, it will help tourists select their tour destinations. Novelty: This study addresses the impact of e-WOM on tourist decision making and explains the complex factors that affect tourists’ decisions to visit a tourist place.

The Impact of Ewom, Brand Attitude, and Brand Image on Sugar Product Purchase Intentions

This research aims to analyze whether there is an influence between Ewom, brand attitude, and brand image on purchase intentions. The researchers collected data by observing, conducting literature studies, and distributing questionnaires to the respondents. From the results of the research that has been carried out, it was found that electronic word of mouth (eWoM) was proven to have a significant influence on the intention to purchase the product. This indicates that the influence of reviews and recommendations via electronic platforms has a positive impact on consumer purchasing interest. Second, brand attitude also has a significant influence on purchase intentions, indicating that consumers' attitudes towards the brand play a crucial role in forming the desire to purchase the product. However, the findings show that brand image does not have a significant influence on purchase intention, indicating that brand image does not directly influence consumer purchase intention. Finally, the research results show that the combination of eWoM, brand attitude, and brand image attitude together have a significant influence on purchase intention for sugar products. These findings provide an important contribution to understanding the factors that influence consumer decisions to purchase certain products in the context of the sugar industry.

Banking with purpose: the impact of CSR-S on customer behavior during the COVID-19

PurposeThis article examines the impact of banks’ corporate social responsibility communication through social media (CSR-S), electronic word of mouth (eWOM), and brand reputation on consumer behavior during the COVID-19 crisis, with a focus on purchase intention.Design/methodology/approachThe study employed a quantitative approach to analyze data from a survey of 621 Egyptian bank customers who followed the banks’ social media pages and interacted with CSR-S initiatives. A genetic algorithm selected the most relevant variables affecting purchase intention. A Bayesian regression model was used to analyze the impact of CSR-S communication, eWOM, and brand reputation on purchase intention.FindingsCSR-S initiatives, eWOM, and brand reputation were found to influence customer purchase intention. CSR-S initiatives can boost purchase intention by encouraging brand reputation and initiative sharing with friends and other customers. However, CSR-S negatively moderates the positive impact of eWOM and brand reputation on the predisposition to contract products and services with the bank.Originality/valueThis study addresses critical research gaps in CSR literature. Firstly, it examines the impact of CSR-S actions on customer behavior, a perspective less explored in previous research. Secondly, it investigates the intricate relationships between CSR-S, eWOM, brand reputation, and purchase intention, shedding light on their interplay, particularly during the COVID-19 pandemic. Additionally, this research extends CSR-S investigations to the competitive banking industry and focuses on a developing country context, enhancing the applicability of findings for Egyptian banks. Lastly, the study employs advanced methodologies to improve the accuracy of results.

Influence of eWOM on the purchase intention of consumers of Nikkei restaurants in Lima, Peru

Purpose eWOM is a very useful tool that is widely used nowadays to make a purchase decision. One of the sectors where this tool is very present is the gastronomic sector and Peru is no stranger to this gastronomic take-off. As a part of this take-off, Nikkei or Peruvian-Japanese cuisine have gained plenty of attention through digital social platforms, with a significant number of users relying on eWOM to determine which is their best purchase option; nevertheless, there is a lack of local investigations that addresses a correlation between eWOM and purchase intention in this type of restaurants. With the last statement, this study aims to determine the influence of eWOM on the purchase intention of consumers of Nikkei restaurants in Lima, Peru. Design/methodology/approach A quantitative descriptive and causal explanatory research was conducted, using the Information Acceptance Model (IACM) to test the purpose of the study. A total of 385 surveys were obtained and processed in SmartPLS. Findings The results show that consumers of Nikkei restaurants in Metropolitan Lima are mostly guided by the eWOM that is on social media to make a purchase decision. In addition, information usefulness is the eWOM dimension that most influences purchase intention. Finally, it was found that the credibility of the eWOM does not influence the information usefulness, which could be due to the distrust of the sources and the anonymity of the eWOM. Research limitations/implications The present investigation identified that certain dimensions of the IACM does not influence their hypothesized counterparts, such as credibility and attitude towards information over information usefulness; circumstances that may conduct to other local studies based on the IACM applied to other type of restaurants to observe if there is some type of variation in the results obtained of both hypotheses. Practical implications From a practical point of view, the results obtained are valuable for social media marketers and generally digital marketing professionals, which by themselves provide a framework that assures a better understanding about the impact of eWOM in the purchase intention of Nikkei Restaurant consumers. Social implications As the potential for this research to impact society in visible ways, it identifies how current individuals in a certain time and location, tend to act towards information obtained in social media or specialised forums; as well as how the characteristics of this information could affect their final purchase decision. Originality/value To the best of the authors’ knowledge, this is one of the first articles to study the influence of eWOM on purchase intention in the gastronomic sector in Peru, a country famous for its gastronomy. In this way, experts and professionals in this field will be able to generate knowledge of this tool, as well as generate strategies to improve sales of Nikkei restaurants and in general within the gastronomy industry in Peru.

Effect of source credibility and consumer ethnocentrism on halal purchase intentions in the UK: an elaboration likelihood model approach

PurposeThis study aims to examine the mediating role of product judgement in the relationship between electronic word-of-mouth (eWOM) and purchase intention. Additionally, it explores the moderating effects of source credibility and consumer ethnocentrism on the relationship between eWOM and product judgement, with a specific focus on Halal products. We utilise the Elaboration Likelihood Model (ELM) to investigate how individuals navigate the processing of information, distinguishing between central and peripheral routes. This exploration aims to enhance our understanding of how the ELM framework influences product judgement and purchase intention in the context of eWOM, with a focus on Halal products.Design/methodology/approachTo achieve these objectives, an online survey was conducted in the United Kingdom. The study employed a moderated-mediation model, analysed using PLS-SEM.FindingsThe findings highlight the significant role of source credibility in the central route of information processing and purchase judgements. This study confirms that Halal product judgement fully mediates the relationship between eWOM and purchase intention. Additionally, it reveals that higher source credibility amplifies the impact of eWOM on consumer judgement. However, no significant moderating effect of consumer ethnocentrism on the relationship between eWOM and product judgement was observed in this context.Originality/valueThis study enhances our understanding of how Halal products are adopted in non-Muslim societies, shedding light on persuasive processes. Additionally, it refines the ELM in the context of cross-cultural consumer behaviour. The findings underscore the importance of prioritising source credibility in communication to shape information evaluation and persuasion.

THE ROLE OF E-WOM AND PRICING IN PURCHASING DECISIONS

This research aims to delve into the phenomenon of Electronic Word of Mouth (eWOM) in two regions with the highest digital platform users, namely Bojonegoro Regency and Lumajang Regency. The digital era is increasingly shaping a group consistently exposed to online information and interactions, while internet infrastructure in both regions is developing. The impact of eWOM on students' perceptions, preferences, and behaviors, especially in terms of selecting educational institutions, and social interactions within the campus environment are explored. The findings of this study provide insights for educational institutions and students to optimize the benefits and manage risks related to the eWOM phenomenon in specific local contexts. A sample of 284 individuals was selected using probability sampling techniques, and data collection was done using validated and reliable questionnaires. Data analysis techniques employed include partial analysis and multiple regressions. From the analysis results, it is concluded that Electronic Word of Mouth significantly influences purchasing decisions, with pricing also playing a crucial role in product purchasing decisions. Competitive pricing indicators emerge as the most influential in purchasing decisions. The higher the level of eWOM, the higher the decision to visit consumers, and vice versa. This conclusion implies that creating positive eWOM can increase the number of purchases for companies, and price management influences purchasing decisions, especially in the context of online shopping platforms such as Shopee.

Penerapan Information Adoption Model Untuk Mengukur Pengaruh Electronic Word Of Mouth Terhadap Niat Beli Scarlett Whitening di Media Sosial Tiktok

Technological developments have increased from year to year, starting from the first industrial revolution technology 1.0 until now the ongoing revolution is named industry 4.0 by the World Economic Forum in 2016 which is called the digital era. The industrial revolution 4.0 involves all activities centered on the internet or often called the Internet of Things. TikTok has experienced a rapid increase where in 2022 it will be 61.3% of the total population and in 2021 it will be 38.7%. Based on these data, TikTok is the social media that has experienced the most rapid increase as the most active social media application in Indonesia. Scarlett Whitening is one of the most viewed brands on the Tiktok app. This study aims to better understand the effect of eWOM based on the TikTok application on Scarlett Whitening's purchase intention. To understand the impact of eWOM, I apply the information adoption model as a model that has been widely used in previous eWOM studies. Research using quantitative methods with the aim of this research is causal. Data collection used the non-probability sampling method with the convenience sampling type of 385 respondents using Scarlett. This study used a questionnaire data collection technique with a Likert scale and data analysis techniques using Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software.

THE INFLUENCE OF E-WOM AND CORPORATE REPUTATION ON DOWNLOAD INTENTION

<p>One of the competent institutions for character development and human resource development is higher education. A higher education institution can be considered of high quality if it has the appropriate techniques in processing all supporting elements, including good coordination systems between the university and students, as well as between students and the university as a form of preparing human resources that can compete. Along with the development of time in supporting natural resource management and accompanied by rapid technological development, various alternative local applications have emerged according to the urgent needs in maximizing the performance of a company, especially in terms of coordination. Universitas Bunda Mulia itself has provided an application for users in the academic environment, specifically students. This research aims to determine the impact of EWOM and Corporate Reputation on the intention to download the Universitas Bunda Mulia application. The approach used in this research is quantitative with regression tests. Our target sample is Universitas Bunda Mulia students and alumni. The sampling technique we used is the convenience sampling method with multiple regression analysis as a data analysis method.</p>

Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements

PurposeThe aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.Design/methodology/approachTo test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.FindingsAs a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.Practical implicationsMarketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.Originality/valueThis research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

The The Impact Of E-WOM On Purchase Intention In Shopee's E-Commerce: The Mediating Role Of Perceived Quality

Technological developments make it easier for us to carry out buying and selling transactions forgoods and services, one of which is the presence of various online shopping platforms such asShopee. This growth and development is of course supported by many factors, one of which isthe effective implementation of e-WOM and the celebrities who participate in encouraging theprogress of this platform through their campaigns. This research aims to study the influence ofe-WOM, celebrity endorsers, brand image on buying interest in people living in the Jabodetabekarea and its surroundings. The results of the analysis show that the implementation of e-WOMhas an influence on buying interest which is greater than before. This research provides anunderstanding of e-WOM, celebrity endorsers and brand image in purchasing interest throughShopee e-commerce.

THE ROLE OF PERCEIVED RISK AND ELECTRONIC WORD OF MOUTH (E-WOM) ON PURCHASING DECISIONS WITH TRUST AS A MEDIATOR

The objective of this research is to investigate the effects of perceived risk and electronic word-of-mouth (e-WOM) on purchase decision with trust as the mediating variable and Dust La Stella, a clothing brand, as the object. This study uses primary data obtained from questionnaires, which were distributed to 118 people who have purchased the product of the brand as the respondents. The results of the analysis using Partial Least Squares – Structural Equation Modeling demonstrate that perceived risk significantly and negatively influences the purchase decision, that e-WOM positively and significantly affects the purchase decision, and that trust positively and significantly influences the purchase decision. Furthermore, perceived risk negatively and significantly impacts trust, and trust does not mediate the impact of e-WOM and perceived risk on the purchase decision.

E-WOM: How do Fake Reviews in the Saudi Tourism Sector Impact Consumers’ Purchasing Intentions?

e-WOM (Electronic Word of Mouth) is a practical way of exchanging and discussing views on the quality of goods, services, ideas, and organizations that provide them. In the age of mass digitalization, people find it easy and practical to review/rate the output of any institution through Social Media channels available to them. However, the ease of Mass-communication is itself responsible or at least a contributor to fake/false/biased reviews of purchased products and services. This research will investigate e-WOM as expressed by service reviewing in the Saudi Tourism/Hospitality sector, which has been booming in recent years due to the 2020-2030 transformative Plan. We propose to study how different variables may influence the service provider (Brand Reputation), the consumers’ attitudes towards it, the quality of the information provided, and the ease of accessibility of them. To our surprise, we found no significant impact of e-WOM on Brand Reputation, while for Customer purchase intentions, all the above-mentioned factors proved to impact significantly.

Peran kepercayaan konsumen memediasi electronic word of mouth terhadap keputusan pembelian pada pengguna market place Lazada

The purpose of this study was to examine the impact of EWOM on brand trust purchasing decisions of Lazada consumers. The variables examined in this study are EWOM, brand trust, and purchase decisions. Sample size drawn by distributing 100 respondents. The data collection method in this study was by questionnaire. The analytical technique used is MRA regression analysis. Based on the results of the analysis, EWOM has a positive and significant impact on consumer trust, EWOM has a positive and significant impact on purchasing decisions, and consumer trust has a positive and significant impact on purchasing decisions. It has made a significant impact and the role of consumer trust has been made clear. Key role in his EWOM mediation in marketplace product purchase decisions. Lazada in Bekasii city. Positive EWOM is one of our efforts to increase consumer confidence. EWOM has a significant impact on trust in product purchasing decisions. A positive EWOM encourages consumers to make immediate purchase decisions.

A Study on AI -Powered Recommender Systems on Expanding E-WOM and Impact of E-WOM For Social Causes Related Marketing

A Study on AI -Powered Recommender Systems on Expanding E-WOM and Impact of E-WOM For Social Causes Related Marketing

Analysis of e-WOM and Destination Image on Visit Intention

The global spread of the Coronavirus impacts the Indonesian economy, particularly in the tourism industry, Various kinds of tourist attractions in Indonesia are threatened with closing due to the COVID-19 pandemic, and various sectors - supporting tourism sectors such as hotels, restaurants, and retail entrepreneurs are also affected by this coronavirus. Alamendah Tourism Village is one of the tourist attractions affected by the Covid-19 pandemic. This research aims to analyze the impact of e-WOM and destination image on visit intention for the Alamendah Tourism Village, this research uses quantitative method and descriptive causality research. This research was conducted on 100 respondents who had never visited Alamendah Tourism Village. Data was collected by distributing questionnaires, and the data were processed using SPSS 21. The t-test f-test and coefficient determination are used to test hypotheses. It was discovered that the e-WOM had a significant and strong impact on visiting interest and that the destination image also had a significant and strong impact on visit intention. Furthermore, the e-WOM and destination image have a significant and strong impact of 45,9% on visit intention simultaneously, with the rest being influenced by other variables.