Mouth Communication Research Articles

ANALISIS DESKRIPTIF KUALITATIF IMPLEMENTASI WORD OF MOUTH DALAM KOMUNIKASI PEMASARAN PRODUK BROOKLAND COFFEE

This research aims to explore and describe exactly how the application of word of mouth marketing communication in Brookland Coffee's product marketing strategy. The research method uses a descriptive qualitative approach by conducting direct observations and in-depth interviews with key informants consisting of the owner, baristas, and consumers of Brookland Coffee. The results showed that Brookland Coffee consistently implements a word of mouth strategy by prioritizing aspects of trust and consumer confidence. This strategy is implemented through a family approach, networking, and community building, especially the bicycle community. The research conclusion revealed that the effectiveness of word of mouth succeeded in strengthening Brookland Coffee's marketing communications, supported by consistent product quality, good service (hospitality), and the use of Instagram social media as a supporting platform for marketing strategies. Brookland Coffee succeeded in building a strong brand identity through a combination of offline and online word of mouth communication.

CSR for Employees' and e-WOM Relationship: Case Study in Maritime Business Organization in Turkey

In the competitive contemporary landscape, Corporate Social Responsibility (CSR) holds paramount importance for enterprises, fostering ethical management and nuanced business understanding while supporting strategic marketing. The transformative impact of information technologies, exacerbated by the COVID-19 pandemic, reshapes corporate communication dynamics. Amidst this, the symbiotic relationship between CSR initiatives and internal communication becomes crucial for organizational success. This research examines the intricate link between CSR and electronic word of mouth communication (e-WOM) intentions among employees. Additionally, it explores whether employment duration significantly influences e-WOM intentions. The research is theoretically based on a model that supports the impact of CSR on behavioral intentions with stakeholder theory and results in e-WOM. The quantitative research method of survey has been implemented. The relationships between the variables were tested using the Correlation and ANOVA analysis. Based on data from 246 employees serving at operations, sales and marketing, sea logistics and business administration departments by convenience sampling method in a Turkish maritime organization serving in container business, the findings reveal a positive correlation between the CSR initiatives and employees’ e-WOM intentions. The study also identifies a discernible impact of employment duration on e-WOM intentions, indicating statistical significance.

The Influence of Electronic Word of Mouth Communication on Purchasing Decisions at the Gfshop Online Store

The Influence of Electronic Word of Mouth Communication on Purchasing Decisions at the Gfshop Online Store

Implementation of an Expanded Promotion Mix in Increasing New Student Acceptance of SMK Wira Harapan, Badung, Bali

The objective of this study is to ascertain the impact of Digital Marketing, Word of Mouth Communication, and door-to-door advertising on the decision-making process of students while selecting Wira Harapan Badung Bali Vocational School. The research design used is quantitative causality. The sample that will be used in this research is 143.7 or 150 respondents. Data analysis in this study used multiple linear regression. The research findings indicate that internet marketing, word of mouth, and door-to-door advertising have a substantial and favorable impact on students' decision-making process on their choosing. Digital marketing, WOM and door to door promotions simultaneously influence voting decisions. It is recommended to pay attention to the content shared in digital marketing, increase WOM by interacting more with consumers and consider door to door promotions which can increase the decision to choose Wira Harapan Vocational School.

The Effect Of Discounts And Word Of Mouth Communication On Purchasing Decisions At Src Al-Badar Wholesale Stores

Currently, the business world is very competitive, especially in Indonesia. This is shown by the increasing number of traditional businesses that are starting to transition to modern businesses, or perhaps new modern businesses. This study uses Quantitative Research, a research method that collects data in the form of numbers or numerical data to be analyzed statistically. The results of hypothesis testing show that the variable Price Discount, Word of Mouth simultaneously has a positive effect on consumer purchase decisions. From the partial results, the discount has a positive and significant effect on the purchase decision at the Al-Badr src graosir store. Simultaneously, discounts and word of mouth communication have a positive and significant effect on product purchase decisions at the Al-Badr src wholesale store.

Analisis Nine Steps of Strategic Public Relations Teater Pandora Melalui #MempermainkanRuang

#MempermainkanRuang is a Pandora Theater campaign initiated by the Jakarta Theater Community. The aim of this action is to increase public awareness about the limitations of theater buildings in Jakarta. Apart from that, to change the stigma of theater, which was previously considered boring and stiff. #PlayingWithSpace does not only mean space as a physical facility, but also acceptance, accessibility and opportunity, especially for young people. The presence of public relations in the world of creative industries is starting to be taken into account, so the aim of this research is to show the communication strategy of the #MakingSpace campaign from a public relations perspective. Apart from that, to see the obstacles that occur in implementing the campaign communication strategy. This research uses a qualitative descriptive method using Smith's Nine Steps of Strategic Public Relations communication strategy theory. The research results show that currently Pandora Theater uses social media Instagram and word of mouth communication techniques as the main communication strategies in outreach. Factors inhibiting implementation are benchmarking, the number of operational teams (human resources), communication strategy activation which only occurs every time there is a certain program and there are no simultaneous written reports.

PENGARUH CUSTOMER SERVICE DAN WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN AL AZIZIAH TOUR AND TRAVEL

After the end of the Covid-19 pandemic, the world economy began to show signs of improvement with economic growth in various countries. The economic growth then triggered business development in Indonesia which occurred in various sectors, including the tourism and service sectors such as Hajj and Umrah travel agency companies. With such high competition, Umrah travel organizers need an appropriate way to compete. One of the efforts that can be carried out to compete is to improve the quality of marketing. In obtaining consumers, one of the crucial aspects to keep in mind is the buying interest of Umrah pilgrims, because it can play a role in the success of the Umrah travel agency business. One of the aspects that have an impact on buying interest is service quality, including the customer service section or more commonly referred to as customer service and verbal word of mouth communication or commonly referred to as word of mouth. This study was conducted on Al Aziziah Tour and Travel. Al Aziziah Tour and Travel is a travel agency that organizes umrah in Indonesia. It was founded in 2013 and is headquartered in Bekasi. The purpose of this study is to examine the influence of customer service and word-of-mouth on Al Aziziah's customer purchase intention. A quantitative approach based on a descriptive causal research type was used in this investigation. A total of 325 participants were polled using a non-probability sampling technique. Descriptive statistics and multiple linear regression were employed for data analysis. The data were processed using SPSS Version 23 software. The findings revealed that the customer service factor exhibited a positive and noteworthy impact on purchase intention, with a significance level of 0.000, indicating its significance at a 5% level of significance. The t-value of 7.122 surpassed the t-table value of 1.967. Similarly, the word-of-mouth variable demonstrated a positive and significant influence on purchase intention, with a significance level of 0.000, also surpassing the t-table value with a t-value of 7.435. When considered simultaneously, both customer service and word of mouth significantly affected purchase intention, with a significance level of 0.000 and an F-value of 171.302, exceeding the F-table value of 3.0237. The combined influence of the independent variables, word of mouth, and customer service, accounted for 51.6% of the variation in purchase intention, while the remaining 48.4% was attributed to unexamined factors in this research.

The effects of social capital on cross-cultural eWOM communication in minority-mainstream consumer interactions on social media

PurposeSocial media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates social capital and social interaction as key factors that affect cross-cultural eWOM communication between minority and mainstream consumers. This research also aims to explore the responses of minority consumers to eWOM communications originating with members of the majority group.Design/methodology/approachA structural equation modelling (SEM) procedure was applied to data collected from social media (Facebook) users (N = 539) from two minority communities: Israeli Arab and Israeli Ultra-Orthodox Jewish minorities.FindingsThe findings show that: (a) minority consumers' engagement with eWOM is indirectly related to social capital, (b) this relationship is mediated by minority consumers' attitudes and their subjective norms regarding eWOM engagement with dominant cultural groups, (c) social interaction of minorities with the dominant culture enhances the influence of social capital on eWOM engagement and (d) behavioural engagement with eWOM varies across cultural minorities, depending on the minority group’s unique cultural characteristics.Practical implicationsThe findings have managerial implications for practitioners who use social media in their marketing and business activities, as they demonstrate that the effectiveness of eWOM communication is contingent on the cultural characteristics of the ethnic minority consumer groups being targeted by managers.Originality/valueThe present research contributes to the theory of consumer engagement by demonstrating that engagement is contingent on the intercultural social context in which eWOM is communicated.

The influence of the Big Five, WOM communication and satisfaction on consumer loyalty in the Republic of Serbia

The concept of consumer loyalty plays an important role in business existence in the current competitive business environment. Consumer loyalty is researched in different ways by considering the characteristics of the consumer’s personality, mutual communication between consumers, and their satisfaction with the company, products/services and numerous other determinants. Consumer personality is a potential marketing strategy for increasing loyalty towards a company, product and/or service, because many customers choose products that match their personality. The manner of communicating and conveying the experience of the product also depends on the consumer’s personality traits, and this further affects a consumer’s loyalty. Also, consumer satisfaction is another concept of qualitative and quantitative assessment of consumers after purchase, and it is a predictor of consumer loyalty and a free source of promotion for the company. The authors’ goal is to examine the relationship between the concept of consumer personality, word of mouth (WOM) communication, consumer satisfaction, and loyalty on the mobile phone market in the Republic of Serbia, and then to make relevant conclusions about the mutual influence of the given factors in relation to the conducted empirical analysis. The data was obtained with the help of an online survey questionnaire, while the results were processed in statistical software packages for social sciences SPSS and AMOS. The research results show that all the researched variables included in the paper (Big Five, WOM communication, satisfaction) significantly influence consumer loyalty on the aforementioned market in the Republic of Serbia. The research explicitly builds on and contributes to previous literature on brand management, as it analyzes important predictors of consumer loyalty within a specific research area. Future studies could strengthen the existing literature by analyzing consumer loyalty towards a specific brand.

Investigation of the role of internet marketing, word of mouth communication and brand awareness on purchasing decisions: An empirical study in online stores

This research aims to investigate the role of internet marketing, word-of-mouth and brand awareness on purchasing decisions in online stores. The respondent sampling technique used in this research is a non-probability sampling technique, which uses a purposive sampling technique. The responses to this research were from 468 online store consumers. Measurements of “Internet Marketing”, “Word of Mouth Communication”, “Brand Awareness” and “Purchasing Decisions” were carried out using a seven-point Likert scale, ranging from strongly agree (1) to strongly disagree (7). In this research, the data was analyzed using the Partial Least Square (PLS) method with SmartPLS version 3.0 software. The stages of research data analysis are outer model testing, namely unified validity and reliability, inner model testing and hypothesis testing. Based on the results of data analysis, it is concluded that internet marketing, word-of-mouth and brand awareness had positive and significant effects on purchasing decisions. Better internet marketing will improve consumer purchasing decisions, brand awareness plays an important role in consumer purchasing decisions, and consumers will carry out word-of-mouth activities and tell other people about consumer experiences after consuming products, electronic word of mouth can help consumers in making buying decisions. Based on the results of data analysis, the study provides managerial implications as follows: online stores should evaluate the Internet marketing strategy used by the company by looking for information about what is currently trending among the public and forming a special team to carry out Internet marketing strategies to make them more attractive and creative and provide more complete information regarding products are marketed so that they attract consumers to make purchasing decisions.

Customer Engagement Marketing and Firms’ Deliberation on E-Word of Mouth Communication on Online Platforms : A Study on Millennials and Zoomers

Customer Engagement Marketing and Firms’ Deliberation on E-Word of Mouth Communication on Online Platforms : A Study on Millennials and Zoomers

Influence of Word of Mouth Communication on Consumer Purchase Decision: Testing the Mediating-Moderating Effects

Influence of Word of Mouth Communication on Consumer Purchase Decision: Testing the Mediating-Moderating Effects

Evaluation Model of Supervision of Service Quality of The Final Paper in The Management Study Program, Faculty of Economics and Business, Ahmad Dahlan University

This research aimed to test influence between service quality, student satisfaction also interaction between service quality and student satisfaction in the building word of mouth communication. Research conducted by Department of Management, Faculty of Economics and Business, University Ahmad Dahlan. Sample categorized with sampling convenience method and purposive sampling. Data collection efforted by giving list of question to the respondent that is contains about service quality, student satisfaction and word of mouth communication. This research use Moderator Regression Analysis. In the other side, T test and F test are used to test asked hypothesis. The result of partially regression coefficient test with T test shows that service quality, student satisfaction, interaction between them influence significantly to word of mouth communication. In the other side coefficient regression test’s result shows that variables of service quality student’s satisfaction also interaction between them both influence to word of mouth communication. Variables of service quality and student’s satisfaction are able to explain word of mouth communication variable up to 78,2% and the rest is 21,8% caused by another variable that is not included in the research model

Hizmet Kalitesinin Ağızdan Ağza İletişime Etkisi Çalışmalarına Yönelik Meta Analiz

Service quality refers to how effectively and satisfactorily a service meets customer expectations. This is based on factors such as the manner in which the service is provided, the level of satisfaction, conformity to customer needs, and the ability to exceed expectations. High-quality service adds value to customers, provides reliability, and supports long-term customer relationships. Word of mouth communication is a form of oral communication that occurs between individuals. It is a means by which individuals share information, feelings, or thoughts through oral communication tools such as face-to-face conversations, phone calls, and voice messages. The aim of this study is to bring together studies examining the relationship between service quality and word of mouth communication, conduct a reanalysis using meta-analysis, and make a significant contribution to the literature. The study data were obtained through a national and international literature review, and a total of 15 studies and 4600 samples were reached between 2011 and 2022, with specific limitations. The effect size (ES) obtained for the relationship between service quality and word of mouth communication through meta-analysis applied in the Jamovi program was determined as 0.569. The results indicate a high level of relationship between the two variables. Key Words: Word of Mouth Communication, Meta-Analysis, Service Quality, Communication, Service

The Effect of Employer Branding and Electronic Word of Mouth (E-WOM) on Intention to Apply Mediated by Corporate Reputation with Social Media as a moderation Variable in E-Commerce Companies in Indonesia

Competition between companies is not only to win the market, but also in getting the best employees. Potential employees tend to be more selective in choosing which company to apply to. This study was conducted to see how the effect of the application of employer branding, and electronic word of mouth communication that occurs on the desire of potential employees to apply for jobs in e-commerce companies which are also seen as mediation and moderation relationships. Respondents of this study amounted to 398 consisting of FEB students from 3 universities that have a high level of employability in their graduates. The data analysis method used in this study is using the Structural Equation Model (SEM) with SMART-PLS software. In this study, it was found that there was a positive influence of the application of employer branding on the desire of potential employees to apply to e-commerce companies. So that the application of employer branding in e-commerce companies is important to attract potential applicants.

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.

PENGARUH KOMUNIKASI “WORD OF MOUTH” TERHADAP MINAT BELI KONSUMEN PRODUK MS GLOW

At this time the competition among beauty product companies vying with each other to attract consumer buying interest. Very tight competition forces every company to be able to implement a good marketing strategy that is customer oriented so that it can win the market. Word of mouth or word of mouth communication is considered quite effective in influencing potential customers. Word of mouth has more competitive advantages and ease in conveying information. This study aims to examine the effect of word of mouth communication on consumer purchase interests for MS Glow products. The object of this research is MS Glow product. This study uses the S-O-R (Stimulus-Organism-Response) theory. The population of this study were all students of Communication Studies at University of Malikussaleh. The sample in this study amounted to 90 people. Sampling using Non-probability Sampling, namely by Purposive Sampling. The data collection instrument used a questionnaire with a Likert scale, each of which had been tested and met the validity and reliability requirements. Data analysis used simple linear regression and the regression equation in this study was ???? = 21.239 + 0.505???? with a significant value of 0.000 which is less than 0.05. So it can be concluded that there is an influence of word of mouth communication on the intention to buy MS Glow products in Communication Studies students at University of Malikussaleh with an R2 value of 31.7% while the remaining 68.3% is influenced by other factors not examined in this study.

A Study on Overview of Fast-moving Goods

Customer satisfaction is an indispensable component of the Marketing function and it can be simply defined the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals. With many companies turning customer centric, customer satisfaction levels are measured and plans for its improvement are done by all most all the businesses. Satisfied customers usually buy more and buy frequently. Loyal customers also act best promotional source to new customers. They tend to bring in more and more new customers through word of mouth communication. The taste and preferences of consumer are changed often. Every customer in the market has his/her own Brand Preferences. Customers will be looking for certain attributes before purchasing the products i.e., FMCG. The top FMCG, or consumer packaged goods, companies are characterized by their ability to produce the items that are in highest demand by consumers and, at the same time, develop loyalty and trust towards their brands

Word – of – Mouth Communication and Brand Equity: Analysis of a Health Service Organisation

This study investigated the effects of word-of-mouth on brand equity. The major clients of Clinix healthcare were the population having them picked from the headquarters and branches in Lagos, Nigeria. A descriptive survey design was used for the study with a convenience sampling technique with a total sample size of 250 respondents. A structured questionnaire was distributed to respondents having established the instrument’s reliability with a Cronbach’s Alpha coefficient of 0.733. Construct validity and content validity were established through expert opinion. A regression technique was used in analyzing the data in order to reveal the relationship between the dependent variable and the independent variables with aid of statistical tools using SPSS version 20. The study found that word of mouth was proven to have a significant effect on brand image, brand loyalty, and brand preference. Also, according to the result of the analysis, Clinix healthcare has a strong brand image making consumers more likely to patronize and recommend the brand always. Also, Word of mouth had positive and significant effects on brand image and brand preference, with no significant effect on brand leadership (R2=0.140). This indicates that word of mouth significantly invokes brand loyalty, brand image building, and the desirability of consumers. It is recommended that Healthcare and other health service organizations should build on customers ‘preferences to optimize performance and attract organizational goodwill. The study suggested that further studies can examine the influence of word–of–mouth on organizational performance

Pengaruh Word Of Mouth Dan Atribut Produk Terhadap Keputusan Nasabah Bank Muamalat Kcp Ponorogo Menggunakan Kartu Shar-E Debit Reguler GPN

In modern times there are still companies that use traditional promotion concepts, one of which is Bank Muamalat KCP Ponorogo which still prioritizes promotion through word of mouth / word of mouth communication, even though in the modern era like today promotions through social media such as Instagram, web, pamphlets and so on that are in great demand and widely used by other companies. In addition, the product attributes on the GPN Regular Shar-E Debit card are still not in accordance with the product attribute theory where there are often problems when used and the card often has errors. However, savings customers using the Regular GPN Shar-e Debit card product at Bank Muamalat KCP Ponorogo continued to increase.The purpose of this study was to determine and analyze the effect of word of mouth and product attributes on purchasing decisions for the Shar-E Debit Regular GPN card product for savings customers at Bank Muamalat KCP Ponorogo.Based on the results of the analysis concluded, word of mouth communication does not significantly affect purchasing decisions, while product attributes have a significant effect on purchasing decisions. However, word of mouth communication and product attributes together have an effect on purchasing decisions.