Electronic Word Of Mouth Research Articles

Social Media Marketing and Its Relationship with Customer Loyalty: A Case Study in Cieneguilla, Peru

The objective of this research is to identify the relationship between social media marketing and customer loyalty in a restaurant in Cieneguilla, Peru. The study aims to highlight the importance of leveraging technological innovation to strengthen customer loyalty and improve business competitiveness in the current context. The study fills a gap by exploring how social media marketing affects customer loyalty in a specific sector such as restaurants, an area that has been under-researched in the context of Cieneguilla. Although previous studies have addressed the relationship between social media and loyalty, no comprehensive analysis has been conducted in this geographic and commercial area. The study has a quantitative approach, correlational type, and non-experimental design. A sample of 385 restaurant customers was used, with questionnaires of 22 items for the social media marketing variable and 23 items for the customer loyalty variable. Data collection was processed using the IBM SPSS 27.0 program, and Cronbach’s alpha coefficient was used to measure the reliability of the instruments. The results show a low positive correlation between social media marketing and customer loyalty (r = 0.359). It is concluded that as the company improves its social media marketing strategies, the level of customer loyalty increases. However, the implementation of these strategies is still perceived as average by most customers.

Konten Iklan Media Sosial PT Adnyana International Development Dalam Meningkatkan Engagement

PT Adnyana International Development, which is one of the property developers in Bali, is trying to reach customers and audiences by engaging in activities on social media. In that effort they also advertise on social media so that they can reach a wider audience. In addition to creating attractive advertisement content can increase engagement on their social media from the results of the advertisements run. The objective of this research is to understand and describe the content of PT Adnyana International Development's social media advertisements in enhancing engagement. This research uses a qualitative descriptive research method. This research aims to determine the results of the social media advertising content of PT Adnyana International Development that can enhance engagement.

Current issues of legal regulation on political advertising in election campaigns in social media

It is indicated that today the role of the Internet with all the unlimited amount of digital content that is produced in its spaces every day is extremely difficult to overestimate. Nowadays, it is various social networks and other online platforms that have become not only a means of placing and distributing information, but also the main communication field, which over time has made a real revolution in the field of user interaction. The article is devoted to the issues of legal regulation on political advertising and election campaignd in social media and on other online platforms, aims to highlight the central problems, as well as to outline the spectrum of possible ways to solve such problems through the study of Ukrainian and international experience of working with the control of the information field, namely, in the part of campaigning activities of the relevant subjects in social media, on other online platforms during the election process. Special focus in the current study is made on the correlation of national and corporate regulation of issues related to the use of foreign online platforms services for posting information that is considered as political advertising. In addition, it outlines a range of problems that are currently outside the scope of legal regulation and are caused, on the one hand, by the rapid pace of digital technologies development, and on the other hand, by the nature and essence of such a phenomenon as election campaigns and political advertising means in general, namely in terms of a wide range of tools for influencing the audience. As a result, the need for cooperation between the state as a legislator and corporations as non-state entities that own and manage specific resources used for posting election campaign materials is emphasized. It was also concluded that there is a need to pay special attention to the improvement of the national legislative framework in terms of understanding political advertising as a social phenomenon and creating special requirements for the regulation of legal relations regarding such advertising placement in social media and other online platforms.

Social Media Marketing and Product Quality on Purchase Intention of All-You-Can-Eat Restaurant

Social media marketing is a technique for someone to carry out marketing activities through social media or word of mouth, by promoting products to potential consumers in online platform. Pempek-Yuk Restaurant! is the first restaurant to provide culinary with the "All-you-can-eat" concept. This research aims to see whether interest in buying all-you-can-eat, is influenced by social media marketing and the quality of Pempek-Yuk! The research method was quantitative, using SPSS25 analysis tool and purposive sampling with Likert scale. The population was the millennial who live in Jakarta with total sample of 192 respondents. It is concluded that the buying interest of the millennial generation is influenced by social media marketing positively and significantly. The purchasing interest of the millennial generation is influenced by product quality positively and significantly. This study also shows that people's buying interest is influenced by social media marketing and product quality simultaneously, positively and significantly.

Expo2020 Dubai and Tourism Marketing: An Online User-Generated Content Analysis

Dubai is currently one of the world’s leading cities in the tourism field. Expo2020 has placed it in a remarkable position in sustainable tourism development amongst other tourist destinations. Information communication technologies (ICTs) have become essential for connecting tourism destinations with their visitors and other market partners. X (Twitter) facilitates online communication; embracing it have proved to be critical for boosting the brand image and reputation of tourism spots and augmenting their competitive advantage in the market. User-generated content (UGC) and electronic word of mouth (eWOM) have become important key players in this field. The purpose of this research was to deepen the study of the Expo2020 event in relation to tourism within the framework of ICTs. To do so, 3811 tweets posted from April 2021 to March 2022 using the hashtags #expo2020 and #visitdubai were analyzed. Users generated more than 10 tweets daily on this topic. Dubai’s institutional accounts were highly involved in creating content, leading personal accounts to follow the eWOM and UGC. Destination marketing organization (DMO) related to the Indian segment account stood out as one of the main players in the analyzed sample.

Peran Social Media Marketing dan Electronic Word of Mouth dalam Repurchase Intention pada Traveloka di Kota Bandung

The objective of this research is to examine how Social Media Marketing and Electronic Word of Mouth influence Repurchase Intention via TikTok among Traveloka users in Bandung City. A quantitative approach with purposive sampling technique was employed in this study. The research sample consists of 90 respondents who meet specific criteria. The research population includes individuals who have used and transacted through the Traveloka application. Data were collected using questionnaires distributed online and analyzed with hypothesis testing, multiple linear regression, classical assumption tests, reliability tests, and validity tests. The findings indicate that both social media marketing and electronic word of mouth exert a notable impact on repurchase intention among Traveloka users, both individually and collectively.

PENGARUH SOCIAL MEDIA MARKETING DAN INOVASI PRODUK TERHADAP BUSINESS PERFORMANCE PADA SENTRA INDUSTRI KERIPIK TEMPE “SANAN” KOTA MALANG

This study analyzes the impact of Social Media Marketing and Product Innovation on business performance in the tempe chip industry at Sentra Tempe Sanan, Malang City. Despite increasing competition from new culinary businesses leveraging social media and innovative products, the tempe chip industry in Sanan has maintained its market presence.Using regression analysis, the study finds that Social Media Marketing significantly improves business performance, enhancing brand awareness and customer engagement. Product Innovation also positively impacts performance, increasing customer numbers, creativity, and profits. Together, these factors explain 69% of the variation in business performance at Sentra Tempe Sanan.The findings suggest that optimizing social media marketing and continuous product innovation are crucial for sustaining competitiveness in the local market. This research offers practical insights for tempe chip producers in Sanan to improve their business strategies.

Pengaruh Social Media Marketing dan Inovasi Produk terhadap Minat Beli Ulang Kopi Bubuk Instan Nescafe di Kota Bandung

This research aims to analyse the impact of social media marketing and product innovation on the likelihood of repurchasing Nescafe instant coffee powder products in the city of Bandung. This research instrument has undergone rigorous testing to ensure its validity and reliability, including assessments of classical assumptions and multiple regression analysis. This instrument served as a data collection tool for respondents aged 17 years and older residing in the city of Bandung who have made a purchase of the Nescafe instant ground coffee product at least once, which is the subject of evaluation in this research. The research includes a total of 120 respondents. The data instruments are tested using the SPSS version 26 software tools, which is an analytical tool. The research findings indicate that Social Media Marketing and product innovation have a favourable and substantial impact on concurrent repurchase interest. What sets this research apart from prior studies is its focus on partial testing and the determination of the research locus specifically in the city of Bandung. The research aims to provide valuable insights for managers responsible for evaluating things, enabling them to develop effective plans or programmes

The Impact of Digital Marketing and Electronic Word of Mouth on Impulse Buying of Adidas Running Shoes in Surabaya

The fashion industry, primarily running shoes, has become a significant market phenomenon in modern society. From 2019 to 2023, Nike and Adidas were the dominant competitors in the Indonesian sports footwear industry. However, Adidas experienced a decline in its market share beginning in 2021. The purpose of this study is to examine The Impact of Digital Marketing and Electronic Word of Mouth (e-WoM) on the impulse buying of Adidas running shoes. The research employs a quantitative research strategy that utilizes a survey methodology. A total of 100 participants were selected through purposive sampling methods. The study sample is composed of adult residents of Surabaya, aged 17 years and older, who have previously acquired information about Adidas products and have engaged in impetuous purchasing. A five-point Likert scale questionnaire was employed to capture primary data, which was subsequently analyzed using Structural Equation Model (SEM) PLS. The results suggest that impulsive purchasing is significantly influenced by both digital marketing and e-WoM, with e-WoM exhibiting a more significant impact.

Performance of Small and Medium Sized Enterprises: Insights from Social Media Usage in Juba City, South Sudan

Small and Medium Enterprises are the main forces behind economic growth, social progress, and job creation in South Sudan. Business and customers benefit from using social platform on increasing their daily business operations. However, enterprises in South Sudan are performing poorly since there was a reduction in businesses output from 58% in 2017 to 30% in 2021. Thus, the study looked into how social media usage affected the performance of small and medium-sized businesses in Juba City, South Sudan. The specific objectives were to assess how small and medium-sized firms' performance was affected by their use of social media for marketing, customer relations, social media interactions, and information search. The study also examined the moderating effect of government regulations on the relationship between social media usage and the performance of small and medium-sized enterprises. The study was anchored on Resource- Based View, media richness theory and regulatory capture theory. The study employed an explanatory research design and target population was 252 small and medium-sized enterprises in Juba City; 154 firms were selected using simple random sampling. Structured questionnaire was employed to collect data. Data was analyzed using descriptive and inferential statistics. The study found that the performance was positively and significantly affected by the use of social media for information search, social media interactions, social media usage and customer relations, and social media marketing. The study also established that social media usage and firm performance were affected by government regulations. The study concluded that social media usage contributes significantly to enhanced performance of small and medium enterprises. The researcher recommends that small and medium enterprises management should ensure they integrate the social media applications in their management systems. The researcher also recommends that in order to improve their performance on social media, small and medium enterprises identify their areas of strength and weakness. The management should employ modem technology in order to gain from data transfer, emailing, and texting while implementing a social media workforce. The government of South Sudan should ensure that suitable information technology training is offered to small and medium enterprises’ owners for the adoption of social media and other technological innovations.

E-wom and territorial analyses: the use of opinion mining in tourism

In the digital age, social media and electronic word of mouth (eWOM) have fundamentally transformed several industries, including tourism. This paper explores how opinion mining (also known as sentiment analysis) can be a strategic tool for tourism stakeholders to extract and analyse data from social media reviews and posts. The aim is to provide actionable insights to enhance customer satisfaction and destination management by assessing the sentiment expressed in online content. From a methodological viewpoint, the implemented approach integrates qualitative and quantitative data with textual data to delve into opinions embedded in eWOM. The analyses help identify patterns and trends in tourists’ feedback, offering a valuable framework for understanding their behaviour and leveraging this information for the stakeholders’ specific purposes. A case study on Naples (Italy) highlights the potential of sentiment analysis in tourism, suggesting future research directions. Practical applications range from improving customer satisfaction and destination reputation to guiding marketing strategies and supporting sustainable tourism development.

Predictors of Intention to Interact with Apparel Products on Instagram: Do creativity and Positive Emotion Matter?

Research aims: This study aims to determine the effect of perceived creativity, positive emotion, affective commitment on people intention to interact.Design/Methodology/Approach: The study procedures were carried out using a quantitative approach and data were collected with online questionnaires from July to December in 2023. The participants were selected using purposive sampling based on specific criteria, such as experience in purchasing products online. A total of 225 participants were selected and analysis was performed using Structural Equation Modelling (SEM) approach with SmartPLS.Research findings: The results showed that perceived creativity had a significant relationship on positive emotion and affective commitment. Positive emotion was shown to have a significant effect on interaction intention. However, perceived creativity had no significant impact on interaction intention of apparel brand. This indicated that creative content was inadequate in attracting Instagram users to interact with brand’s account. The results also showed that positive emotion lacked a significant correlation with affective commitment, while affective commitment had a significant relationship with interaction intention.Theoretical Contribution/Originality: This study provides meaningful contribution to Stimulus-Organism-Response theory by incorporating creativity to assess Instagram social media platform.Practitioners/Policy Implications: These results can assist business owners and social media marketers in developing creative marketing campaigns and building strong bond with their followers.Research Limitations/Implications: One of the limitations of this study is that it only assessed the use of Instagram in the fashion industry. Therefore, future studies are advised to explore different industries and recruit participants with a specific occupation to obtain better understanding of online consumer behavior.

The Influence of Social Media Marketing Features on Consumers’ Purchasing Decisions of Tourism Products

The prevalence of social media usage in Malaysia is apparent, as a substantial 78.5% of the population actively participates in online platforms. This provides the groundwork for an extensive analysis of the influence that social media marketing has on the decision-making process of consumers in the digital domain. This research focuses on analyzing the influence of four specific aspects of social media marketing on consumers' purchasing decisions for tourism products. Interactivity, informativeness, entertainment value and perceived relevance are the elements that must be taken into account. The data was gathered from a diverse group of individuals who have extensive experience with social media. This was done through a thorough and structured online survey. The survey was completed by 142 participants in total and the data was analyzed using SPSS. The findings indicate that factors such as interactivity, informativeness and perceived relevance play a significant role in influencing consumers' purchase decisions. However, it was discovered that the impact of entertainment on purchase decisions is not significant. The findings of this study make an important contribution toward filling the gap in exploring how the tourism industry maximizes social media marketing features as digital marketing in knowing consumers’ purchasing decisions. This study has shed some light on how marketers effectively manage and take advantage of social media platforms such as Instagram, Twitter, Facebook and Tik-Tok. Further research comparing with bigger data and other countries or regions will enrich the research findings.

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 cardiovascular scamdemic: The epidemic spread of cardiovascular treatment scams and misinformation

Recently, some cardiovascular surgeons have been increasingly using social media for marketing, often employing misleading terminology. This trend, which we termed the “cardiovascular scamdemic,” involves the widespread dissemination of deceptive advertisements for cardiovascular treatments, resembling an epidemic. Exposure to such misinformation not only endangers patients, who naturally rely on information from professional sources, but also erodes public trust in medical ethics and scientific integrity. Additionally, it contributes to treatment refusal and adverse health outcomes. The lack of comprehensive global regulations addressing these issues highlights the urgent need for more effective enforcement measures.

Effects of Social Media Marketing Activities on Perceived Values, Online Brand Engagement, and Brand Loyalty

This study aims to validate the model on the effects of social media marketing activities on the perceived values of social media marketing activities and the effects of these perceived values on online brand engagement and, consequently, on brand loyalty. The data used in this study were collected through an online self-administered survey of 501 young social media users in Vietnam. Partial Least Squares Algorithm, Bootstrapping, PLSpredict/CVPAT, and Multi-Group Analysis methods embedded in Smart-PLS software were used to validate the measurement model and test the research hypotheses. The findings confirm that the positive effects of social media marketing activities on brand loyalty are transmitted through the perceived values of these activities and online brand engagement. These effects are more substantial for luxury brands compared to non-luxury brands. Importantly, our study offers a new approach to explaining the impact of social media marketing activities on brand loyalty by focusing on the perceived values of these activities and their effects on online brand engagement. To enhance brand loyalty, businesses should prioritize creating hedonic and utilitarian values through their social media marketing activities and use these values and online brand engagement as key performance indicators for planning and controlling their strategies. Doi: 10.28991/ESJ-2024-08-05-017 Full Text: PDF

AI in Social Media Marketing : Opportunities and Challenges

Using artificial intelligence (AI) technology to improve brand engagement, targeting accuracy, and content personalisation, social media marketing (SMM) has undergone tremendous evolution. In order to highlight the transformational power of AI through computer vision, natural language processing (NLP), and predictive analytics, this article investigates how AI is integrated into SMM. Artificial intelligence (AI) has revolutionised the way businesses engage with their consumers by enabling more granular customer data, tailored marketing strategies, and streamlined operations. Even with its benefits, AI in SMM has drawbacks such algorithmic bias, data privacy, and ethical issues. This paper offers a thorough review of AI's involvement in SMM, highlighting both opportunities and challenges, by looking at successful implementations and lessons learnt from mistakes.

The Effect of Social Media Marketing and E-WOM on Purchase Intention of TikTok Users

This study aims to analyze the role of E-trust as a mediating variable on the influence of social media marketing and e-WOM on purchase intention of TikTok users in Sleman Regency. The sampling technique uses a non-probability sampling technique with purposive sampling. Data obtained using a questionnaire technique in the form of a Google form, distributed online to 100 respondents. The data analysis method in this study used the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the SmartPLS 4.0 data processing program. The results of this study indicate that social media marketing has a positive and significant influence on purchase intention, e-WOM has a positive and significant influence on purchase intention, social media marketing has a positive and significant influence on E-trust, e-WOM has a positive and significant influence on E-trust, E-trust has a positive and significant effect on purchase intention, social media marketing has a positive and significant effect on purchase intention through E-trust as a mediating variable, e-WOM has a positive and significant influence on purchase intention through E-trust as mediating variable.

Relationship Between Social Media Marketing of Food and Health of Youth

Social media is now a strong tool for promoting goods and influencing consumer behavior in the food business. Social media marketing for food has an influence that goes beyond simply increasing brand awareness of eatables. It influences our preferences, decisions, and even our health. Globally active social media platforms have billions of users giving food enterprises a large audience. This study aims to quantify the results of social media marketing. To acquire data, rational and inventive methods have been used (Abbas et al., 2019). The survey was done to assess and investigate the effects of social media marketing on Faisalabad city audiences. This goal is achieved through a creative, logical, and organized data collection process.

The Influence of Brand Image and Electronic Word of Mouth on the Purchase Intention by Data Packages IM3 Prepaid Card for Generation Z in Surabaya

The Influence of Brand Image and Electronic Word of Mouth on the Purchase Intention by Data Packages IM3 Prepaid Card for Generation Z in Surabaya