Influence Of eWOM Research Articles

Millennials Intention To Purchase Online Travel Agent Products: Moderation Analysis

As technology develops, service users who utilize technology have increased along with the emergence of mobile phone application-based services such as social media, online games, and entertainment. However, technological developments are different from growth in the service sector. The RI service sector's productivity is relatively lower than other countries in ASEAN, where Indonesia is still struggling in the traditional service sector such as construction and trade. Digital marketing is one of the disruptive changes that significantly affect the image of a product. So the need for research on how effective strategies for the service sector are specifically for millennials. The purpose of this study was to determine the effect of social media and eWOM on millennial intentions to purchase online travel agent products and to analyze whether firm reputation moderates the influence of social media and eWOM on millennial intentions to purchase online travel agent products. Data collection was carried out using Google form on 270 millennials in Jabodetabek. Hierarchical regression analysis shows that social media and eWOM influence millennial intentions to purchase online travel agent products. Beside, firm reputation only moderates the influence of social media and eWOM on millennial intentions to purchase online travel agent products.

Pengaruh E-Wom Dan Kepercayaan (Trust) Terhadap Keputusan Pembelian Dengan Minat Beli (Purchase Intention) Sebagai Variabel Intervening (Studi Kasus Pada Pengunjung Monokrom Store Yogyakarta)

The purpose of research into the influence of e-wom and trust affected the purchasing decision with interest in buying a variable intering in Monokrom Store Yogyakarta. The population in this study of Monokrom Store in yogyakarta, with a total of 120 respondents. Data collection methods use the questionnaire method distributed using the Accidental Purposive Sampling Technique. Research shows; (1) e-wom has a positive and significant impact on purchasing intentions, (2) trust has a positive and significant impact on purchasing intentions, (3) e-wom does not have a positive and significant impact on purchase decisions, (4) trust has a positive and significant impact on purchasing decisions, (5) the purchase intention has a positive and significant impact on purchasing decisions. In the test F acquired a value of 64.696 with significant 0,000 < 0.05 therefore e-wom and trust simultaneously affected the interest of the purchase. In the F test produced a value of 52.399 with the significance of 0,000 0.05 hence e-wom, trust and interest buying simultaneously affected the decision of the purchase.

The Influence Of E-WOM and Risk Perception On The Decision To Visit Bojonegoro Starfruit Garden Agrotourism During The Covid_19 Pandemic

Tourism is the fastest growing industry. Along with the progress of the times, the need for travel is increasing. Since the beginning of 2020, covid_19 has hit the world, one of the sectors that is feeling the impact of this pandemic is the tourism sector. This study discusses the influence of electronic word of mouth and risk perception on the decision to visit the Bojonegoro starfruit agrotourism during the covid_19 pandemic. The sample used in this study were 200 respondents aged 16-60 years. The sampling method used is judgmental sampling using a Likert scale as a measuring tool. The data analysis technique used in this research is multiple linear regression analysis. The results showed that the electronic word of mouth variable had a significant effect on the visiting decision, while the risk perception variable had no significant effect on the visiting decision. The result of the study can be used as consideration for agrotourism to increase promotion through the internet to improve tourist visiting decisions.

Personality effects on WoM and eWoM susceptibilty – a cross-country perspective

PurposeThis study utilizes social communication theory as the framework to examine the influence of personality on young word-of-mouth (WoM) and electronic word-of-mouth (eWoM) audiences across the US, France and Germany and explores relationships between personality traits and cultural dimensions.Design/methodology/approachAn adaptation of the consumer susceptibility to interpersonal influence (CSII) scale measured WoM influence in an online review context. After pretesting and validating the consumer susceptibility to online review influence (CSRI) scale in Luxemburg, hypotheses were tested, and research questions were explored in a multi-group structural equation model based on French, German and US samples.FindingsPersonality traits are negatively linked to CSRI as well as to CSII across the three countries. Overall, the stronger the personality traits, the weaker the online and offline WoM influence seems. In contrast to France, results for the US and Germany show that young people are either more susceptible to WoM or to eWoM influence. Results imply tendencies for a potential interaction effect between power distance and openness to new experience on WoM and partially on eWoM.Practical implicationsEarned media is more effective among audiences with weaker personality structures. Stronger personalities may prefer to serve as senders of WoM and eWoM (influencers). The non-uniform results between WoM and eWoM susceptibility across the countries favor earned media strategies optimized on a country basis and psychological targeting when communicating online review results.Originality/valueThis study expands knowledge of individual (personality traits) and country similarities and differences across France, Germany and the US and how they affect earned media (WoM and eWoM) influence.

Revisit Intention to Destination Image, eWOM, and Destination Personality: Kuta Beach Bali, Indonesia

Tourism in Bali is magnificent in the eyes of the international world. This beautiful island could attract millions of tourists both foreign and domestic. However, Bali recently has caught both national and international attention due to the huge amount of accumulation of marine litters that were frequently accumulated in the touristic area of the island especially in Kuta Beach Bali. Therefore, in this study, the author did research in regards to know what factors affect tourist’s intention to spend their time in Bali. The objectives of this research are (1) to analyze the influence of destination image towards tourists’ intention to revisit the destination (2) to analyze the influence of eWOM towards tourists’ intention to revisit the destination (3) to analyze the influence of destination personality towards tourists’ intention to revisit the destination. This type of research is quantitative ex post facto. The research sample was 129 tourists who had visited Kuta Beach Bali, Indonesia. Through the path analysis from PLS for version 3.0, it can be concluded that (1) the destination image has a positive and significant positive effect on revisit intention (2) eWOM has a positive and insignificant effect on revisit intention (3) the destination personality has a positive and significant effect on revisit intention. The implication of the results of the research are that efforts must be made to establish the destination reputation through overseeing the waste in tourist sites that could affect the destination itself.

Does electronic word-of-mouth influence e-recruitment adoption? A mediation analysis using the PLS-SEM approach

PurposeE-recruiting has been a powerful tool for reaching the majority of job applicants around the world. Even though, previous literature has scarcely shed light on the factors responsible for the adoption of e-recruitment among job candidates. Originated from the technology acceptance model (TAM), this study aims to empirically examine the influence of online word-of-mouth in shaping job-seekers’ intentions for using e-recruitment websites.Design/methodology/approachA Google Docs-based online questionnaire was distributed via social media, LinkedIn and email to 740 participants, out of which 397 final responses were received. The partial least squares structural equation modeling using SmartPLS 3 was applied for evaluating the theoretical model.FindingsThis study empirically indicated that electronic word-of-mouth (eWOM) has a significant impact on perceived usefulness (PU), perceived ease of use (PEOU) and attitude. Whereas, PU and attitude fully mediate the relationship between eWOM and behavioral intentions (BI) of job-seekers towards e-recruitment.Practical implicationsThis research contributes to the understanding of the relevance of eWOM in e-recruitment adoption. eWOM provides job-related information that plays a significant role in the usage of online recruitment systems such as LinkedIn, job portals and company websites. This study offered a valuable contribution to the existing body of literature on e-recruitment, developers and Web-based hiring service providers.Originality/valueThis investigation was the first attempt in the e-recruitment literature to explore the influence of eWOM on job-seekers’ intentions to adopt online recruitment platforms, including the mediating role of PU, PEOU and attitude in the association between eWOM and BI.

THE EFFECT OF EWOM AND ENDORSERS ON SOMETHINC SERUM PRODUCT TRUST THAT IMPACT ON E-COMMERCE SHOPEE CONSUMER PURCHASE INTEREST

This research is motivated by the existence of competition in cosmetic products so that it is necessary to apply the right marketing strategy that can attract consumer buying interest. In the digital era, it changes the perspective and lifestyle of millennials who are increasingly selective in choosing cosmetic products. The purpose of this study is to analyze the influence of eWOM and endorsers on consumer trust for Somethinc serum products which have an impact on Shopee e-commerce consumers' buying interest. The variables used in this study are eWOM and endorser as independent variables, trust as an intervening variable, and buying interest as the dependent variable. The sample in this study amounted to 110 respondents, namely Shopee e-commerce users who know SomeThinc serum products. In this study, a theoretical model was developed by proposing five hypotheses to be tested using the Structural Equation Modeling (SEM) analysis tool operated through the LISREL program. Based on the goodness of fit criteria, good fit results are obtained so that the model is feasible to be used for this research. The results showed that eWOM had an effect on trust; the endorser has an effect on trust; trust has an effect on consumer buying interest; eWOM does not affect buying interest; and endorsers do not affect consumer buying interest.

Do Social Media and e-WOM Influence M-Government Services?

In Web-4 technologies, Social media (SM) has emerged as a prominent tool for the government to interact and engage with citizens. It is also an effective channel for providing government services. However, for effective implementation and its success, it is critical to understand the citizens' perceptions towards the government's use of SM and its impact on mobile government (MG) adoption. Consequently, the study focuses on assessing the impact of SM influence and electronic word of mouth (e-WOM) on MG service parameters such as MG Awareness, MG Transparency, and MG Trust. The results of structural equation modelling revealed the significance of e-WOM on improving MG awareness and trust and SM Influence. Further, SM Influence had a direct impact only on MG Transparency. However, results revealed the importance of SM Influence and MG Transparency as a mediator for MG Trust. Besides, gender and age as moderators are investigated and discussed in detail.

Penggunaan Electronic Word of Mouth (eWOM) untuk Berbagi Pengalaman Kuliner oleh Wisatawan

Tourist behavior has developed not only in the planning, decision-making and purchasing phases, but also in sharing their experiences after the trip. Social media platforms allow tourists to digitize and share knowledge, experiences, emotions and precious moments and suggestions, even criticism. The impact of eWOM on the hospitality industry is very strong. The culinary industry, such as restaurant services, cannot be evaluated before the experience is consumed, so intangible purchases of products and services carry a higher risk, consequently customers are more dependent on the interpersonal influence of eWOM in making decisions. This study aims to identify the characteristics of tourists who often do posttrip sharing experiences and the types of messages used with culinary tourism purposes and their role in eWOM by using explorative descriptive quantitative research. The data gathered using questionnaire which is given to 100 respondents, but only 93 survey results were considered valid. The results showed that the millennial generation and generation Z, and those originally from big cities posted their experiences most after the trip and 80% of respondents used both visual and narrative content in sharing their experiences. There is a considerable increase in the use of the tiktok social media platform for sharing tourist experiences, particularly among generation Z and there has been no significant change in the sharing of culinary experiences on social media as a result of the covid 19 pandemic. It is even possible to see an increase in online sharing as a result of the increased use of technology.

Examine the E-service Quality in Food Delivery Service from the Restaurant in Great Bay Area: Acase after COVID-19 Pandemic

After the COVID-19 era, people need to keep social distance to ensure their health due to the requirement of epidemic prevention and control. As a result, many restaurants choose to develop online ordering and offline take-out services in order to reduce direct contact with menus. How to ensure the e-service quality online and offline has become an important topic.The purpose of this paper is to explore the process of customers' intention generation before making online orders through the influence of eWOM and e-services quality on customers' order food delivery intention.

Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior

The present study intends to unwrap the influence of social media electronic word of mouth (eWOM) on revisit intention post-COVID-19 applying the theory of planned behavior (TPB). Two additional constructs, viz., eWOM and destination image, have been undertaken in the present study to enhance the robustness of the TPB model. An online questionnaire was employed to collect data, and the research relied upon 301 correct and useable responses. The survey's population includes potential tourists who intend to revisit India post-COVID-19. SPSS 20 and AMOS 22.0 were used to analyze the data. The posited model was validated using confirmatory factor analysis (CFA) and structural equation modeling (SEM). The findings indicate that all of the constructs under study, namely "electronic word of mouth (eWOM), destination image (DI), attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC)," significantly and positively influence "tourists' revisit intention (RI)" post-COVID-19. These constructs explained approximately 71% (R2 = 0.709) of the variance in the revisit intention post-COVID-19. A number of theoretical and practical implications can be delineated to make recommendations to the ministry of tourism, tour and travel agencies, central and state government-owned tourism departments, marketers and promoters of travel destinations. The distinctiveness of the present study lies in the fact that it measures the influence of eWOM on revisit intention post-COVID-19 in the Indian context by incorporating destination image with the TPB model.

The Influence of eWOM and Customer Satisfaction on Purchasing Decisions

The current development of technology makes it easier for humans to search for information. Electronic words of mouth (eWOM) or information media through the internet becomes the most widely used media by the public to search for needs, dig information, evaluate alternatives, and make purchasing decisions. After recognizing the needs, the public starts looking for information about the products they need to purchase. The better the review provided by someone, the higher the purchasing interest. This study aims to analyze the effect of eWOM and customer satisfaction on purchasing decisions. This study uses quantitative methods. It involved 132 customers aged 18-60 years old who have purchased Argotelo products as samples. The sample was determined using a purposive sampling technique. The data were analyzed using multiple linear regression. The results of the analysis showed that eWOM affects purchasing decisions. Then, customer satisfaction affects purchasing decisions. Besides, eWOM and customer satisfaction affect purchasing decisions.

Does eWOM influence entrepreneurial firms’ rate of diffusion of innovation?

PurposeThis research aims to investigate the influence of electronic word-of-mouth (eWOM) on the diffusion rate of innovation in the context of entrepreneurial firms in emerging markets. It examines a comprehensive model for the effect of eWOM dimensions (including Content, Intensity, Positive Valence and Negative Valence) on the diffusion of innovations. Thus, it provides new insights on how entrepreneurial firms can use eWOM as a communication tool to facilitate the diffusion rate of innovations in emerging markets.Design/methodology/approachA quantitative approach was adopted, consisting of 215 responses from Jordan. Data were analysed using Linear regression analysis tools.FindingsA significant relationship exists between eWOM dimensions (Content, Intensity, Positive Valence and Negative Valence) and the Diffusion Rate of Innovations. In emerging markets, eWOM content highlights critical information regarding consumers’ sentiments towards new products (including features, price, design), which consumers use in judging innovations. Especially when there is a high volume of eWOM about a new product, consumers are likely to gain reassurances regarding their purchase decisions. Specifically, the valence of eWOM (including reviews, complaints and suggestions) generate adoption/risk-aversion attitudes towards new products. Consequently, entrepreneurial firms must carefully analyse eWOM regarding their products and integrate them into their marketing strategy. 10;Originality/valueThis research extends the eWOM literature by developing a comprehensive model for the effect of eWOM dimensions on the diffusion of innovations. Additionally, it sheds new light on the effect of eWOM valence on consumers’ attitudes towards innovations. Finally, it provides significant theoretical and managerial implications and future research direction to deepen our understanding of the effect of eWOM on entrepreneurial firms.

The Influence of Ubud Destination Quality on Brand Image, E-Wom and Revisit Intention

Ubud Village is a well-known tourist destination in Bali, with its own distinct features and characteristics centered on culture and arts such as dance, painting, and architectural sculpture/carving, as well as its beautiful and natural natural beauty, making it a viable destination option. Tourism for cultural, spiritual, and recreational purposes. Because of the fierce competition among tourist destinations, Ubud must continue to compete and improve the quality of the destination, as well as the image/brand of the destination that is communicated through electronic media (e-WOM), which can influence the intention to visit and revisit intention to Ubud.The Servqual model was used to measure consumer perceptions of service quality at this location, which consists of five dimensions: tangible, empathy, reliability, responsiveness, and assurance. Then there's the impact on Ubud's image / brand image, as well as influence of e-WOM on revisit intention. Data was gathered from 156 domestic tourists who had visited Ubud in the previous three years. To establish the complexity of the relationship between latent variables and their indicators, the data were analyzed using Partial Least Square (PLS) statistics with the Smart PLS 3.0 computer tool.The results of this study indicate that each of the variables of Ubud destination quality, image/brand image, and e-WOM have a positive and significant effect on revisit intention. Then the quality of the Ubud destination also has a positive and significant effect on the image / brand image, and e-WOM. Other findings, image/brand image, and e-WOM are known to be able to mediate positively and significantly on the indirect effect of Ubud Destination quality on revisit intention. Keywords: Destination quality, brand image, e-WOM, revisit intention, Ubud Destination DOI: 10.7176/EJBM/13-22-08 Publication date: November 30 th 2021

Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook

PurposeThe purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook.Design/methodology/approachThe paper uses a single cross-sectional design to survey a sample of 326 young online customers present in leading smartphone brand fan pages on Facebook in India. A structured questionnaire was used to collect data and replies were recorded on a Likert scale (five-point). The data was subjected to structural equation modelling for model and hypotheses testing.FindingseWOM has a significantly positive influence on the buying intentions of the young. Both HBA and UBA partially mediate the influence of eWOM on buying intentions.Research limitations/implicationsThe study examines only the personal-oriented functions of attitude and does not investigate the role of social dimensions of attitudes. Its scope is confined to smartphones in the consumer electronics segment and only Facebook among social networking sites.Practical implicationsA theoretical contribution to eWOM literature is made by studying it under the lens of S-O-R theory and functional theory of attitudes. Measurement of two different dimensions of attitude, i.e. hedonic and utilitarian, may facilitate managers to comprehend the source of variance in consumers’ decision-making behaviour in the online context.Originality/valueThe only study to explore brand attitude as a mediator in its multi-dimensional form, in the context of social eWOM.

PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA BRAND SMARTPHONE SAMSUNG

This study aims to determine how the influence of the Electronic Word of Mouth (eWOM) on social media YouTube on Purchase Intention on Samsung smartphones in Bandung with the presence of a mediator from Brand Attitude. The research method used is a quantitative method with descriptive research objectives, the type of research is causal, the technique used in this study is non-probability sampling, data collection methods with cross sectional. In this study, the population used in this study were smartphone users in Bandung. The population in this study were smartphone users in Bandung who used social media Youtube. The sampling technique used the Cochran formula so that a minimum sample size of 385 respondents was determined and in the study the valid respondents were 400 respondents. The data analysis technique is a multivariate technique using the Structural Equation Modeling (SEM) method. For data analysis using the AMOS 24 application. The findings of this study indicate that there is no effect of eWOM Samsung smartphones on Purchase Intention and the influence of eWOM on the Brand Attitude of Samsung brand smartphones on Youtube social media

The Influence of E-WOM and Celebrity Endorser on Instagram on Ortuseight Shoes Purchase Decisions

The development of technology and information is increasingly advanced and rapid, making it easy for people to access the internet looking for various kinds of information. One source of information that is often accessed is social media, especially social media Instagram. The rise of the user's social media especially instagram provides opportunities that can be exploited for employers to do digital marketing, as did Ortuseight. Ortuseight is a local brand that was founded in 2018, with a focus on selling futsal and football shoes. Ortuseight promotes its products through e-wom which utilizes Instagram media and uses celebrity endorsers to give trust to consumers. The purpose of this study is analyze the influence of e-wom and celebrity endorsers on purchasing decisions shoes Ortuseight. This research method uses a quantitative approach, with multiple linear regression analysis techniques. Data collection for distributing questionnaires via google form to 50 people who have purchased Ortuseight shoes. The results of this study include: 1) e-wom partially has a significant effect on purchasing decisions; 2) celebrity endorsers partially do not affect purchasing decisions; 3) electronic word of mouth and celebrity endorser simultaneously have a positive and significant effect on purchasing decisions. This research concludes that simultaneously the e-wom and celebrity endorser variables have a positive and significant effect on purchasing decisions. However, a partially e-wom variable has a positive and significant influence on purchasing decisions. Keywords: e-wom, celebrity endorser, purchase decision, ortuseight.

The Contribution of Social Media, E-WOM On Brand Images and Purchase Intention

Recently, many companies used social media (Facebook and Instagram) for promoting their product and services. Is social media has a significant contribution on marketing performance? Many research focus on sales as marketing performance, less of the focus on other marketing performance such as: E-WOM, brand images and purchase intention. The specific focus of the research (1) to examine the influence of social media (Facebook and Instagram) toward E-WOM, (2) to examine the influence of E-WOM towards brand image (3) to examine the influence of brand image toward purchase intention (4) to examine the influence of E-WOM toward purchase intention and (5) to examine is brand image mediating the influence of social media and E-WOM toward purchase intention. This research is qualitative design based on theoretical review and supported by many previous research. The basic concept of theory is about social media quality, E-WOM, Brand Image, and Purchase Intention.The proposition as the result studies can be investigated empirically.

EWOM, destination preference and consumer involvement – a stimulus-organism-response (SOR) lens

eWOM, preferencia de destino y participación del consumidor: una lente de estímulo-organismo-respuesta (SOR)ResumenPropósitoel presente estudio examina el impacto de la mediación moderada de la participación del consumidor y la preferencia de destino en las intenciones de viaje. Estímulo-Organismo-Respuesta (SOR) y Modelo de probabilidad de elaboración (ELM) guiaron el marco conceptual de este estudio.Diseño/metodología/enfoquelas directrices de Churchill (1979) instrumentalizan el desarrollo científico y la validación de escalas de medición para la recopilación de datos. Usamos análisis multivariados de orden superior como el modelado de ecuaciones estructurales (SEM) y el modelo de proceso de Hayes para evaluar las hipótesis. El estudio utiliza el método de Bauer et al. (2006) para evaluar los efectos indirectos condicionales de eWOM sobre la intención de viaje a través de la preferencia de destino en diferentes niveles de participación del consumidor.Hallazgoslos modelos SOR y ELM explicaron con éxito el efecto de mediación moderada de eWOM, la participación del consumidor y la preferencia de destino para influir en las intenciones de viaje. Los resultados amplían la aplicabilidad de SOR y ELM en el marketing turístico. Los resultados indican que la participación de los consumidores moderó la influencia directa e indirecta de eWOM en la intención de viaje a través de la preferencia de destino, de modo que la influencia de eWOM en la configuración de la intención de viaje es más fuerte para los consumidores altamente involucrados.Implicaciones teóricas/practicesel presente estudio amplía la aplicabilidad de los modelos integrados de SOR y ELM para explicar la red de mediación moderada entre eWOM y las intenciones de viaje. Los resultados del estudio ofrecen nuevas vías a los comercializadores del turismo para el efecto magnificado de eWOM para promover el turismo. Los especialistas en marketing de turismo pueden utilizar el recorrido del cliente para crear preferencias de destino a través del intercambio de información orgánica con posibles viajeros. Los futuros investigadores y profesionales pueden construir modelos prescriptivos y predictivos basados en el nivel alterado de participación del consumidor.Originalidad/valorel presente estudio es pionero en examinar el efecto interactivo de la red de mediación moderada de la participación del consumidor y la preferencia de destino en la configuración de la intención de viaje. Basado en el modelo SOR y ELM, el presente estudio es un pionero en ofrecer el modelo integrado de mediación moderada entre eWOM, preferencia de destino, participación del consumidor e intención de viaje.

Developing Factors of E-Wom: Intention to Buy from the Consumer via Tik-Tok

This research focuses on developing new concepts and empirically testing eWoM variable-forming factors on consumer purchasing intentions, and looking at the indirect influence of e-wom forming indicators. This study used a sample of 100 respondents who had purchased after seeing tik-tok. The sampling technique used is purposive sampling by spreading questioner online. This study also uses structural equation technique with data analysis using SEM-PLS. The results showed that Platform Assistance has a significant effect on purchase intention. Not only that, but the concern of others and also helping the company has a positive and significant influence on purchasing intentions. This study is still rare in looking at what factors form the variable e-whom and how these factors influence consumer purchasing intentions. This research in the design is static, a model that develops based on empirical studies and testing that is only limited to establishing a simple relationship related to e-wom forming factors that can affect consumer purchasing intentions through a tik-tok application.