Mouth Communication Research Articles

Effect of eWom on purchase intention: meta-analysis

PurposeThe aim of this research is to combine and synthesize the findings of previous studies search for the effects of eWom on purchase intention by meta-analysis.Design/methodology/approachThe paper shows a meta-analysis process step by step. Within the scope of certain criteria, the studies in the Google Scholar and ITÜ library databases were eliminated and the results of the remaining 19 studies were analyzed in CMA (Comprehensive Meta-Analysis) program.FindingsBy conducting a meta-analysis of the research question, a common effect size was obtained from 19 studies. In addition, the effect size of 21 eWom (electronic word of mouth communication) factor on purchasing intention related to the 21 hypotheses defined in the study was obtained by means of meta-analysis separately.Originality/valueWith the increasing number of Internet users, the desire to share their comments and ideas on the Internet, and the increasing importance of electronic word of mouth communication in our lives, people's decisions have started to be affected by this situation. One of the decision-making movements is the purchase intention. Therefore, it is expected to see more researches on meta-analysis for the effect of eWom on purchase intention in the following years.

Social Media Marketing Effectiveness of Non-Profit Organizations: An Analysis on Environmentalist Organizations

Today, all for-profit and non-profit organizations use social media platforms as a marketing tool. Social networking sites such as Facebook, Twitter and Instagram have created a new area for organizations to communicate with their target audience, to increase brand awareness and to provide brand engagement. Measuring social media success for the organization along with the use of social media as a marketing tool has become a significant issue. This study aims to measure the social media marketing effectiveness of non-profit organizations, and thus examining Facebook, Twitter and Instagram accounts of 35 organizations operating in the field of environmental protection. Based upon the data obtained from Facebook, Twit-ter and Instagram social network sites, the organizations’ use of social media in the same event was interpreted according to the social media marketing effectiveness measurement metrics identified by Hoffman and Fodor; moreover, to what extent they were successful were analyzed in terms of brand awareness, brand engagement and word of mouth communication. TEMA Foundation and WWF Foundation were noted to use three social network sites more effectively and they were more successful regarding brand awareness, brand engagement and word of mouth communication compared to the other organizations.

The Effect of Information Search on Word of Mouth Communication and Behavioral Intention: A Study on Edremit Gulf

Bu çalışmanın amacı, turistlerin destinasyon seçiminde tatile çıkmadan önce etkilendikleri bilgilerin ağızdan ağıza iletişim ve davranışsal niyet üzerine etkisini araştırmaktır. Araştırma, Edremit Körfezi bölgesine gelen 414 yerli turistle kolayda örnekleme yöntemi kullanılarak gerçekleştirilmiştir. Çalışmada kurulan teorik model yapısal eşitlik modellemesi ile test edilmiştir. Sonuç olarak önerilen kavramsal modele göre insanların tatile çıkmadan önceki bilgi arayışları artıkça tatilden döndükten sonra tatilleri hakkında olumlu veya olumsuz konuşma niyetleri artmaktadır. Eğer kişilerin olumsuz konuşma niyeti var ise yalnızca ağızdan ağıza olumsuz iletişimde bulunmaktadır ve olumlu ağızdan ağıza iletişim yapmamaktadırlar. Olumlu niyeti olan insanlar ise hem olumlu hem de olumsuz ağızdan ağıza iletişim yapmaktadırlar.

How smart experiences build service loyalty: The importance of consumer love for smart voice assistants

AbstractSmart voice assistants (SVAs) have emerged as new artificial intelligence service platforms. They have the capacity to act like actual human assistants and modify traditional forms of human–computer interactions. So, consumers relate to their SVA as though it was a person, despite knowing that they are interacting with a machine. Based on the stimulus‐organism‐response framework, this paper examines feelings of love that consumers develop for SVAs when they are interacting. It proposes that these feelings act as the psychological mechanism to transmit the effect of consumers' experiences with the technology (i.e., smart experiences) on their service loyalty. Feelings of love are conceptualized following the triangular theory of love that considers three components: passion, intimacy, and commitment. Service loyalty refers to consumers' intentions to continue using SVAs in the future and to recommend SVAs to other people through physical and/or electronic word of mouth communication. The results show that smart experiences influence consumers' passion for technology, while passion explains their intimacy and commitment. Consumer intimacy and commitment for SVAs lead to service loyalty. Therefore, this paper contributes to research focusing on the importance of consumers' feelings for SVAs and shedding light on the process that drives to service loyalty.

Social Networking Sites As Emerging Communication Avenue For Social Influence Via E-Formity: Insights And Future Perspective In Indian Economy

In rapid changing technological environment, a number of communication tactics are available for marketers of the 21st century that involves several new features including mouth- to- mouth promotion that has taken radical step in the form of social media marketing especially via social networking sites (Ceil, 2019).This new form of marketing is also known as Electronic Word –of- mouth communication (e -WOM) and viral marketing (Roy, Datta, & Mukherjee, 2019). In current paper, an attempt has been made to discuss the hidden insights about significant contributions of social networking sites for social influence in the form of e-formity. In order to proceed for this study, the deep and critical literature review was done by reading the research papers from Jstor, Emerald, Wiley, Taylor and Francis, Science Direct, Elsevier, Google scholar, etc. The information about internet user behavior of top ranked counties will also provide insights and knowledge to researchers or marketing professionals so that online marketing strategies can be cultivated for business organizations accordingly.

SLOW TOURISM CONSUMERS’ RECOMMENDATIONS

Tourism represents a sector in an economy within which consumers – tourists – readily share their personal impressions, thoughts, attitudes and experiences regarding a tourist offer. They do it through interpersonal communication, both face to face, i.e. offline, and with the aid of contemporary information and communication technologies, i.e. online. Such communication, referred to as Word of Mouth communication - WOM in Marketing literature, is considered to be the most reliable source of information about products and services. This paper presents the results of the research which links a special form of tourism – slow tourism with consumer motivations and one of the main outcomes of travel – consumer recommendations. The main aim of the study is to explore the influence of motivations on consumer recommendations as one of the outcomes of slow travel. Recommendations refer to interpersonal communication which is generated independently of business and occurs spontaneously between the consumers. The research was conducted on a sample of 320 respondents in the Republic of Serbia at the end of 2017. The data were analysed by one-factor analysis of variance (ANOVA).

The Effect Of Credibility, Electronic Word of Mouth Communication on Purchase Intentions

The purpose of this study is to analyze the EWOM (Electronic Word Of Mouth) factors, namely the credibility, quality, and quantity of EWOM that affect purchase intentions through the company's image on the @ Jilbrave.Official account. This type of research is quantitative research. The population used was Muslim women in Surakarta.
 The sampling technique was carried out using probability sampling methods. This study used a questionnaire as a data collection method with a sample of 133 respondents. Data were analyzed using the SPPS 22 program. This study used simple regression analysis. The independent variables in this study are credibility (X1), quality (X2), and quantity (X3) of EWOM, while the dependent variables are purchase intention (Y) and company image (M) as the mediating / intervening variables.
 The results of this study indicate that: (1) EWOM credibility has a significant effect on purchase intentions on the @ jilbrave.official account, (2) EWOM quality has no significant effect on purchase intentions on the @ jilbrave.official account, (3) EWOM quantity has a significant effect on intention. purchases on the @ jilbrave.official account, (4) EWOM credibility has a significant effect on the company's image on the @ jilbrave.official account, (5) EWOM quality has no significant effect on company image on @ jilbrave.official account, (6) EWOM quantity has a significant effect on the company image on the @ jilbrave.official account, (7) The credibility and quantity of EWOM have a significant effect on purchase intentions on the @ jilbrave.official account through the company's image.

Effects of attractiveness, image and satisfaction on word of mouth communication

Travel activities have become the lifestyle of today's society. Many people take advantage of a holiday just to travel to various tourist attractions. In the context of tourism, lifestyles are also associated with activities, hobbies, opinions, which play an important role in consumer behavior. Trend tours that became a lifestyle one of them is special interest tourism. Dolandeso is one of the special interest attractions with environmental conservation mission based on cultural values and local wisdom. Dolandeso is a community-run tourism and is a Community based Tourism (CBT). Dolandeso tourism is a blend of the beauty of the environment, nature and value of harmonization between humans. This study aims to analyze the Word of Mouth (WOM) model influenced by satisfaction, image and attractiveness. This research uses 100 international tourist respondents. The sampling technique uses convience sampling. Data analysis using two step approach to SEM. The results show that the WOM model is acceptable. Satisfaction has positive effect on WOM, image has positive effect on attractiveness and satisfaction, attractiveness has positive effect on satisfaction.

A Factor Analytic Investigation of Electronic Word-of-Mouth towards Fast Food Industry in Sri Lanka

In modern marketing, the Fast Food Industry has experienced lots of changes. These changes have influenced both industries and the nature of the rivalry. Consequently, it is not shocking that these bread winners have been enforced in a puzzling situation to concentrate on their customers instead of positive word of mouth communication. One of the best ways that restaurants can be differentiated from others and accomplish competitive advantage is using positive word of mouth. Consequently, this research is contributed to the vital element that is influencing on Electronic Word-of-Mouth (EWOM) in selective Fast Food Restaurants. The data were collected from a convenience sample of 200 customers in Colombo Divisional Secretariat Division, Sri Lanka. The respondents provided the data utilizing a close-ended questionnaire. Exploratory Factor Analysis has been used to analyze the data and to draw the findings. From the factor analysis, it has been identified that four factors, namely Encouragement, In-depth explanation, Differentiation and Contacts, are the primary influencers. These four factors have combined variance of 55.411% of the decision regarding the adoption of Electronic Word-of-Mouth by Fast Food Restaurants to ensure strategic development.

Impact of Brand Experience on Positive Word of Mouth (PWOM) communication in ‎Smartphone products: A mediation effect through customer satisfaction.‎

Impact of Brand Experience on Positive Word of Mouth (PWOM) communication in ‎Smartphone products: A mediation effect through customer satisfaction.‎

MODEL KOMUNIKASI PARIWISATA RELIGI DALAM PENGEMBANGAN WISATA KABUPATEN ROKAN HULU

Tourism is a travel activity carried out by a person or group of people to a place to meet their needs and desires. This study aims to produce a model of religious tourism communication in the Rokan Hulu Regency. This research begins describing the development of religious tourism attraction objects in Rokan Hulu, analyzing the communication strategies adopted to attract tourists to the Rokan Hulu Regency. The method applied in this study was qualitative by interviewing several informants from the MAMIC, the Rokan Hulu District Culture and Tourism Office and the Suluk community. R esults of this study indicate that religious tourism in area has begun to develop quite well, integrated don’t tourism management and communication between the local government, MAMIC and the Suluk mosque which are relied upon as religious tourism objects seem to run on their own terms. Likewise, tourism communication applied is also not integrated, each of these attractions is known because of the word of mouth communication The existence of social media, radio and tv is a communication channel for these attractions so that it is widely known, magnificent buildings and rituals of worship are the main attraction of this religious tourism object.

The Effect of Service Quality, Brand Image and Word of Mouth Communication towards the Continuing Study Interest

This study aims to determine the extent of the relationship between service quality, brand image and word of mouth communication to the interest in continuing study in management department Faculty of Economics, Universitas Bhayangkara Jakarta Raya. The research methodology used is descriptive quantitative research and multiple linear regression analysis. The data obtained from those management students especially the class of 2018 and 2019, then processed using SPSS version 22 which includes several tests like, Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Test, Hypothesis Test (t test and F test) and Determination Coefficient Test (r2). Based on the research results obtained that Service Quality (X1) and Brand Image (X2) variables have a negative and insignificant effect on Interest on Continuing Study (Y), but the other variable of Word of Mouth Communication (X3) has a positive and significant effect on Interest on Continuing Study (Y) variable.

Comunicación de boca en boca como factor de influencia interpersonal del consumidor:

Los avances tecnológicos en la comunicación han permitido que los consumidores compartan experiencias de productos o servicios que han adquirido en las plataformas virtuales, permitiendo la influencia de compra a través de una comunicación interpersonal. El objetivo del estudio es determinar el tipo de influencia que ejerce el modelo publicidad interactiva en la comunicación boca a boca. El diseño metodológico partió de una revisión sistemática y meta-análisis, tuvo un enfoque cualitativo de corte histórico-hermenéutico, pues se concretó, caracterizó, escrutó y constituyó de la comunicación de boca en boca como factor de influencia interpersonal del consumidor. El método estadístico utilizado fue Prueba de heterogeneidad de Dersimonian y Laird´. El principal resultado es la heterogeneidad que se presenta en las dimensiones del modelo. Se concluye que la influencia de IAM en la comunicación boca a boca es positiva, pues la información compartida de un producto o servicio se ve reflejado en la respuesta del consumidor

The Impact of Electronic Word of Mouth on Brand Evaluation Leading to Brand Attachment: A Comparative Study on Consumer Electronics and Cosmetic Brands in Sri Lanka

The traditional medium of communication has been changed with the invention of digital technologies and World Wide Web as a result of it conventional word of mouth has converted in to electronic word of mouth communication. Sharing Opinions about products services and brands has a created a new trend in the social media. This raises the need to study how companies can measure the effects of e-WOM communications and how e-WOM compares itself with other forms of marketing communication and branding. Measurement items are adapted from existing scales found in the marketing literature. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in the survey. A structural equation modeling procedure is applied to the data analysis. The research model was tested empirically using a sample of 400 respondents who had experience within online communities of customers during the period of research. Argument quality dimension of electronic word of mouth reported highest impact on consumer brand attachment. The study found that e-WOM is one of the most effective factors influencing brand evaluation and brand attachment of brands in consumer electronic industry and cosmetic industry.

Determinants of Purchase Intention of Men's Fairness Cream: The Role of Electronic Word of Mouth (e-WoM) Communication in Formation of Product Specific Attitudes of Sri Lankan Millennials

The Sri Lanka Journal of Management (SLJMS) is an international, peer-reviewed journal which is published by the Faculty of Management Studies, The Open University of Sri Lanka with high quality, and original research contributions to management knowledge.

Pengaruh e-WOM (Electronic Word of Mouth) Terhadap Keputusan Pembelian online di Daerah Istimewa Yogyakarta

Transactions with internet media in Indonesia have experienced rapid growth along with the increasing use of the internet in Indonesia. In 2018 internet users in Indonesia reached 171.17 million users, or 64.8% of the population of Indonesia. Of these, 96% of internet users in Indonesia have made transactions with internet media. Word of mouth communication is transformed into E-WOM (electronic word of mouth) along with the development of internet technology at this time. The purpose of this study is to analyze the dimensions of e-Wom, namely the effect of intensity (intensity), valence of opinion (content of opinion) and content (content) on online purchasing decisions in the Special Region of Yogyakarta. The sampling method used in this study was non-probability sampling using purposive sampling technique for a sample of 100 respondents scattered in Sleman, Yogyakarta, Bantul, Kulonprogo and Gunungkidul. Data analysis in this research uses Multiple Linear Regression. The results of this study indicate that valence of opinion and content are variables that have a positive and significant influence on online purchasing decisions in the Special Region of Yogyakarta. While the intensity variable has a positive but not significant effect on online purchasing decisions in the Special Region of Yogyakarta. 24.6% of online purchasing decisions in the Special Region of Yogyakarta are influenced jointly by intensity, valence of opinion and content, the rest by other reasons

Impact of Electronic Word of Mouth on Consumer Purchase Intention in Fast Food Industry: A Conceptual Review with Special Reference to Facebook Users

Electronic Word of Mouth (EWOM) communication bears the opinion of customers in getting through with their decision-making process. However, social media has brought a new perspective to EWOM, enabling users to communicate with their existing network on the internet. As for social media, Facebook is the most prominent as it is the most engaging platform compared to the other social media platforms. As it is proven by the descriptive statistical review, Facebook word of mouth is found to be significant in the context of food and beverage. Hence, the current study has opted to find out the impact of EWOM on the Consumer Purchase Intention in the Fast-Food Industry among Facebook users. The fast-food industry is one of the most competitive industries in the world, which indicates that even though there is a negative EWOM towards fast food, the industry sales have grown. Therefore, it can be argued that there isn’t any impact on the negative EWOM on the purchase intention of fast food which anyway contradicts previous scholar’s findings pertaining to EWOM. Hence this is a notable research area. The review is based on the theoretical rationale and supportive empirical findings, whilst empirical evidence is presented to support the arguments. The paper concludes with research propositions to examine how EWOM makes an impact on the purchase intention of the consumer in the context of the fast-food industry. As there was not a clear notion on the behaviour of the EWOM created in the Facebook environment in shaping the purchase intention, this study would direct the researchers to conduct future studies with clear, theoretical and empirical rationale.

Importance of Applying Business Ethics To Bakery Small Business

This research aims to analyze and determine the application of business ethics in the Bakery small business in Sumenep Regency. This study uses qualitative analysis methods, to obtain information carefully with in-depth interview techniques. Observation technique with direct observation in the field is used to support the results of research. The application of business ethics is examined in terms of ethical values / morality such as fairness, trust and honesty of the products, customers and employees of the Bakery small business. The study was conducted at Anita Bakery's small business in Sumenep.The results showed that the application of business ethics by Anita Bakery's small businesses in terms of trust and honesty in the product was quite good. This is evidenced by the level of customer loyalty that still persists. The application of business ethics in terms of fairness, trust and honesty towards customer service is quite good, it can be seen from the less complaints, the absence of negative word of mouth communication about the company and consumers are still loyal to the product. The application of business ethics in terms of fairness, trust and honesty towards employees is quite good, this can be seen from the number of employees who last long working in this company. However, it still needs to be considered in the application of business ethics to employees, because the company has not implemented fairness employee recruitment.

Simplified Social Mediated Crisis Communication Model during Crisis in Indonesia: A Case Study on How Customers of Indonesia Commuter Line Train Company Seek Information on a Train Delay Due to the Double Track Trial on April 12, 2019

This study explores how audiences seek information from internet and social media platforms, and considers what factors affect social media use during a crisis. The paper is based on research conducted via a survey involving 162 active followers selected from the 875,200 followers of the Indonesia Train Company: PT Kereta Api Commuter Line official Twitter account (Info Commuter Line @CommuterLine). The study proposes the Simplified Social Mediated Crisis Communication Model (SSMCC) as a variation on the original Social-Mediated Crisis Communication (SMCC) Model by Jin & Liu (2010). This variation is based on the argument that during a crisis, audiences located nearby typically rely on social media (usually accessed via a mobile phone) rather than a traditional media outlet when seeking information. This study concludes that some of the themes related to the use of social media to search for information during a crisis, and word of mouth (WOM) communication, are present in the Social-Mediated Crisis Communication (SMCC) communication model. This study also discusses the differences between the original SMCC model and the Simplified Social-Mediated Crisis Communication model proposed by the researcher. There was no evidence of an inactive social media user’s influence on information retrieval during a crisis; in addition, there is no role of traditional media as a source of information retrieval during a crisis. This research contributes to developing scientific knowledge and practices in Indonesia.
 Keywords: crisis communication, social media, information search, simplified social mediated crisis communication model, social media followers

The Effect of Electronic Word of Mouth (E-Wom) on Twitter Social Media on Consumer Purchase Interest

The growth of the food and beverage industry is starting to become one of the pillars of national economic growth and the culinary subsector has contributed 41.4%. Based on 2019 APJII the number of internet users in Indonesia is 64.8% and 56% of social media users. Through social media can make it easier for people to communicate and search for information so that they can create Electronic Word of Mouth (EWOM) as marketing communication, one of which is Sang pisang on Twitter. Consumer purchase intentions are recognized as the effectiveness of Electronic Word of Mouth communication because the amount of consumer experience influences the outcome of consumer attitudes. This study aims to determine whether there is an influence of Electronic Word of Mouth on social media Twitter on consumer buying interest in Sang Banana products. This study EWOM quality, quantity, credibility, and expertise as an independent variable, and consumer buying interest as the dependent variable. Quantitative method, distributing questionnaires to 400 respondents with non-probability sampling techniques. Data analysis techniques using SEM with PLS and test hypotheses. The results of this study are EWOM (quality, quantity, and credibility) significant and positive effect on consumer’s purchase intention. While EWOM's expertise has no significant and positive effect on consumer’s purchase intention.