Internet Word Of Mouth Research Articles

Research and Effectiveness Evaluation of Word-of-Mouth Marketing Strategies Based on Social Media

The rapid development and popularization of mobile internet technology have changed the way information is obtained and communicated. Various social media and e-commerce websites have emerged one after another, providing convenience for the public to participate in online comments and creating a good communication environment for Internet Word of Mouth (IWOM). Social networks are either a brand new internet application, a revolutionary way of information exchange, or a disruptive business model, but they are also a powerful booster for integrating the virtual world of the internet with the real world of humanity. Word of mouth (WOM) communication on social media has the characteristics of anonymity, fast communication efficiency, and rich communication forms, as it is utilized by many enterprises as a marketing model with low investment and high returns. Using social media platforms for word-of-mouth marketing (WoM) has advantages that traditional marketing models cannot match, but it also brings challenges to enterprises. This article constructs an optimization model for e-commerce WoM strategy based on social media and demonstrates the existence of the optimal solution. Analyzed the advantages of using social media for WoM and provided relevant marketing strategies, hoping to provide reference for relevant researchers.

Chinese marriage websites: Research on the word-of-mouth marketing strategies of Singles Village

Internet Word of Mouth (IWOM) is a positive or negative review of a particular product, service, or company posted and disseminated online by consumers using the Internet. Compared to traditional word-of-mouth, IWOM is characterised by its speed of dissemination, its wide reach and its negative impact on companies. Word-of-mouth marketing based on IWOM is a profound change in marketing history and represents a future trend in marketing development. Research on IWOM is still in its infancy, and relevant results are scarce. This paper starts with an analysis of the characteristics of IWOM and its communication features in the online environment, discusses in depth the application of IWOM objects and communication channels in the dating website Single Valley, and points out the differences between its traditional word-of-mouth communication. For IWOM channels, the paper delves into their classification, implementation forms, influencing factors and key points; for IWOM objects, the paper defines their connotations and principles of acquisition and processing. The business model of word-of-mouth marketing in the online environment and its impact on consumers is also categorised and analysed. Finally, the case of Single Valley is analysed about the reasons for the success of IWOM in this case. Based on this, the strengths and weaknesses of IWOM are presented, and the trends of IWOM are predicted. The above research will help companies gain a clearer and more comprehensive understanding of the importance, characteristics, and trends of word-of-mouth marketing in the online environment and help marketing organisations develop effective IWOM strategies based on specific consumer groups.

Exploration of Influencing Factors on Mechanism of Chinese Users' Continuous Trust in Transactional Virtual Community

This paper studies the formation path of user trust in transactional virtual community, explores the relationship between website perception, merchant reputation and user's personal trust tendency and user's initial trust, and introduces the characteristics of internet word of mouth and sense of virtual community into the analysis framework from initial trust to continuous trust. This research used a quantitative design by developing questionnaires to collect data through the snowball sampling approach from 390 Chinese users of the well-known transactional virtual communities as research population, such as JD community, Dianping community, Tmall community, Xiaomi Forum, Dangdang - online reading community, etc. The results show that users' website perception, merchant reputation and personal trust tendency these three factors have significant positive effects on the formation of initial trust of users. And merchant reputation played the most important role in influencing initial trust of users than any two factors, followed by user's trust tendency and website perception. Besides, initial trust of users was shown to has a significant positive effect on continuous trust of users in transactional virtual community. Furthermore, the characteristics of internet word of mouth was found have significant mediation effect on initial trust and continuous trust of users. More specifically, 41.7% of the influence of the initial trust on the continuous trust was due to the internet word-of-mouth. The findings of this study provide transactional virtual community marketers and managers’ valuable insights into developing effective marketing strategies to improve their community’s service.

Can Website quality Moderate the Relationship between Information‐task‐fit and Electronic word of mouth?

Information technology expertise has comprehensively revamped and made well recognized, the hospitality and tourism industry. Electronic businesses, which are different type of commercial business was constructed and established with the help of the internet, and this now affects the way clients react. The current research seeks to explore the effect of information‐task‐fit, on electronic word of mouth (eWOM) of users of Turkish airlines. Furthermore, the present study examines the moderating role of website quality on the aforementioned relationship. Six hundred and four usable questionnaires were obtained online within a 6 month period with the use of Google forms The current study used a quantitative and cross‐sectional type of research method. The anticipated interactions were estimated using structural equation modeling. All anticipated relationships were supported, with discernment that the availability of users required information on the website impacted them to engage in eWOM. As hypothesized, the quality of the website, moderated the relationship between information‐task‐fit (INTF) and eWOM. The consequences of the present research proposes comprehensions into maintaining and why not improving the website quality by making the website user friendly, so as to attract potential users and keep current users. This study's complete model is scare in the airline service literature. In consequence there should be an added research on the influence of information task fit website information and design on supposed service quality and internet word of mouth. Managers should also uphold an elevation website ethics by employing good professional website builders to attract their usage. This study offers inferences for airline website quality.

Quantitative Analysis of the Impact of Information Loss Rate on Internet Word-of-mouth Transmission

ABSTRACT Wang, L.; Yi, T., and Ren, Y., 2018. Quantitative analysis of the impact of information loss rate on internet word-of-mouth transmission. In: Liu, Z. L. and Mi, C. (eds.), Advances in Sustainable Port and Ocean Engineering. Journal of Coastal Research, Special Issue No. 83, pp. 729–734. Coconut Creek (Florida), ISSN 0749-0208. With the rapid development of Internet application, Internet word-of-mouth has become an important propagation mode. According to social physics methods, we analyze the running mechanism of the Internet word-of-mouth. And then we build a spread model of Internet word of mouth combining with the neighbor effect, carrying on the simulation model with MATLAB. Finally, We analyze how the information loss rate effects on the word-of-mouth quantitatively resulting from the simulation.

Models of Customer Experience for B2C E-Commerce Enterprises

With the rapid development of E-commerce, more and more E-commerce enterprises attach great importance to customer experience, and B2C E-commerce enterprises make no exception. The good customer experience can promote customers' perception of the service level of B2C E-commerce enterprises. Based on previous research literature, the research elaborates effect factors of customer experience of B2C E-commerce enterprises, such as website usefulness, website ease of use, transaction costs, customer involvement and Internet word of mouth; establishes the model of customer experience of B2C E-commerce enterprises based on the technology acceptance model and points out the directions for future research.

Research on the Influence of Internet Word of Mouth (IWOM) on Consumers�� Purchase Orientation

Research on the Influence of Internet Word of Mouth (IWOM) on Consumers�� Purchase Orientation

Managing Corporate Reputation in the Blogosphere: The Case of Dell Computer

The emergence of the blogosphere has created new challenges for large companies in the management of their corporate reputations, since grass roots blogs can generate negative perceptions about a firm and then spread them rapidly and widely. The blogosphere has also created new opportunities for firms to enhance their reputations, because the informal and personal communication that occurs on blogs may generate significant positive ‘Internet word of mouth’. This paper examines the interaction between the blogosphere and a leading technology company, Dell Computer, over a critical two-year period. Our approach combines two novel techniques: automated mining of blog entries, enabled by parsing software, which generates semantic analysis and network maps of the relevant blog entries; and netnography, a method derived from ethnography for analyzing Internet-based discussions. This study shows that many established reputation management approaches, which were developed during the era of mass media, need to be reshaped to meet new realities in the age of Web 2.0.