Word Of Mouth Research Articles

Peran Mediator Kekuatan Brand Ambasador terhadap Hubungan antara Resonances Merk dan Word of Mouth pada Keputusan Pemilihan Produk Lending di Bank Negara Indonesia Cabang Ende

Marketing communication strategies using brand ambassadors are often applied by companies in promoting products that will be marketed to consumers so that they are right in making decisions. Brand Resonances can change the behavior caused by brand loyalty such as repeat purchases and participating in activities held by the company’s brand. Usually consumers before making a purchase will look for information about a product so that word of mouth can also be a powerful source information in influencing consumer purchasing decisions. Banks need a holistic and systematic strategy to reimagine and reinvent their business around digital technology competencies to emerge as a truly digital entity.

A critical assessment of male HIV/AIDS patients' satisfaction with antiretroviral therapy and its implications for sustainable development in Sub-Saharan Africa.

The emergence of unique and destructive viruses, such as COVID-19, has claimed lives, disrupted health systems and diverted resources from addressing the needs of male HIV/AIDS patients in the context of antiretroviral therapy and other HIV/AIDS-related issues. This study aims to assess male HIV/AIDS patients' satisfaction with antiretroviral therapy and its implications for sustainable development in Sub-Saharan Africa. Satisfaction, word-of-mouth, trust and revisit intention were the variables in the research model. A quantitative method was utilized. Data were collected from 400 male HIV/AIDS patients who received medical attention from hospitals in Gombe State, Nigeria, utilizing the convenience sampling method. SmartPLS was used for data analysis. The results show that satisfaction has a positive impact on trust, word-of-mouth and revisit intention. Furthermore, trust and word-of-mouth had a significant impact on revisit intentions. Word-of-mouth played a significant mediating role in the relationship between satisfaction and revisit intention. Trust played an insignificant mediating role between satisfaction and revisit intention. Additionally, word-of-mouth had a significant mediating effect on the relationship between trust and revisit intention. Healthcare organisations should prioritise patient satisfaction because it influences their likelihood of returning. Addressing the needs of male HIV patients can significantly enhance their overall healthcare experience, which would lead them to spread positive word of mouth. Healthcare administrators should make it a top priority to provide superior services that match or exceed patient expectations. The study used quantitative data and focused on the male gender. Also, the empirical research is carried out in public hospitals; however, there are some differences between the types of hospitals in terms of the factors that affect male HIV/AIDS patients' revisits. We employed a cross-sectional study. As a result, we recommend expanding it into a longitudinal study, as it allows the researcher to validate the causal mechanism and obtain results that are more generalizable. Healthcare managers should actively encourage positive patient reviews and recommendations. Setting up systems to record and distribute patient success stories can improve the hospital's reputation and attract new patients. Increased word-of-mouth advertising can naturally result from encouraging positive encounters and outcomes. Healthcare administrators should establish channels for sharing information regarding therapies, procedures and support services that are transparent and easy to obtain. Patients' intentions to return for follow-up appointments can be favourably influenced by education on the value of ongoing care. Male HIV/AIDS patients who are satisfied with their care have a tendency to trust medical professionals more, which promotes enhanced therapeutic outcomes and greater compliance with treatment regimens. Positive comments from those with the condition can also reduce stigma and motivate community members to seek treatment, fostering a supportive environment for those living with HIV/AIDS. The study emphasises how important it is for patients and healthcare providers to have stronger, greater empathy connections, which could contribute to decreasing health disparities. The study investigates the effect of satisfaction on the revisit intention of male HIV/AIDS patients and also highlights how trust and WOM mediate this relationship.

Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Memilih Maxim Sebagai Media Tranportasi Online di Kota Kupang

This research aims to identify and analyze the factors that influence consumer decisions in choosing Maxim as an on line transportation service provider in Kupang City. The method used was qualitative with a phenomenological approach, and information was collected through interviews and online questionnaires from a hundred respondents consisting of students (63%), employees (20%), and the general public (17%). The results showed that the main source of information regarding the use of Maxim came from word of mouth (50%) and social media (41%). Most users (61%) have been using the service for less than a year, with an average frequency of use of 3 times a week. Factors that influence consumer decisions include competitive pricing, good customer service, and features that allow cost estimates and arrival times. However, the accuracy of the map in the app is one that needs improvement. The conclusion of this study shows that Maxim has successfully met consumer expectations, but further improvements are needed, particularly on the navigation system, to increase customer satisfaction and loyalty in Kupang City.

The Influence Of Product Quality and Electronic Word Of Mouth On The Decision To Stay at Rumah Kayu Cottage Syariah in Bandung

This study aims to analyze the effect of product quality and electronic word of mouth on the decision to stay at Rumah Kayu Cottage Syariah Bandung. Data analysis using normality, correlation coefficient analysis, determination analysis, and simultaneous and partial hypothesis testing. The results of correlation coefficient analysis showed a result of 0.987 which means the relationship between product quality and electronic word of mouth to the decision to stay has a strong relationship. The coefficient of determination obtained in this study is 97.5%, meaning the influence of product quality and electronic word of mouth on the decision to stay, while the rest is influenced by other factors that were not studied in this study. Simultaneous hypothesis test conducted using the F-tiest obtained that the value of Fhitung of 1766.57 which is greater than the Ftabel for ? = 5% is 3.10 this means that simultaneously the quality of the product and the electronic word of mouth significant effect, while partially done using the T-test, shows that the quality of the product and the electronic word of mouth affect the decision to stay.

The Impact Of Electronic Word-of-Mouth Marketing (Ewom) Acceptance On Purchase Intentions For Household Products On TikTok Shop

This article aims to discover the influence of Electronic word of mouth (eWOM) on consumer purchase intentions within the context of TikTok Shop, with particular attention given to household products. The motivation behind this study is to explain key variables that determine the role of eWOM as a major driver of consumer behavior in the digital market. A detailed model was also recommended to clearly establish how information perceived as useful and reader attitudes towards shared content influence purchasing behaviors. Conducting a mixed-methods investigation, this study aims at collecting the necessary data on 500 consumers from Ho Chi Minh City, then analyzing it via SPSS 24 and SmartPLS 4. The findings indicate the mediating effect of the acceptance of eWOM, its high impact on purchase intentions, as well as its relation to a great many other variables. These discoveries could guide some corporate strategies aimed at enhancing eWOM for maximum customer engagement on the worldwide stage for competitive marketing.

The Effect of Electronic Word of Mouth, Self-Congruity, and Brand Awareness on E-Purchase Intention in a Local Brand

This study aims to determine the effect of electronic word of mouth (eWOM), self-congruity, and brand awareness on e-purchase intention for the CRSL brand. The data collection technique employed is non-probability sampling with a purposive sampling method. The data analysis method in this study uses multiple regression analysis techniques through SPSS 23. This research adopts a causal associative design using a quantitative approach. The population in this study consists of all students who use TikTok Shop and are familiar with the CRSL brand in Sleman Regency, Yogyakarta. The sample size used in this study is 100 respondents. The results reveal that eWOM, self-congruity, and brand awareness collectively have a positive and significant effect on e-purchase intention. Furthermore, eWOM individually has a positive and significant effect on e-purchase intention, self-congruity has a positive and significant effect on e-purchase intention, and brand awareness also has a positive and significant effect on e-purchase intention

Effectiveness of a personalised self-management intervention for people living with long covid (Listen trial): pragmatic, multicentre, parallel group, randomised controlled trial

ObjectiveTo evaluate the effectiveness of Listen, a self-management support intervention, for people living with long covid who were not in hospital.DesignPragmatic, multicentre, parallel group, randomised controlled trial.SettingTwenty four sites in...

The Influence of Words of Mouth, Company Credibility, and Price on the Decision to Purchase Ship Repair Services from Shipyard Companies

Consumer decision-making varies depending on the types of purchasing decisions; more complex decisions may involve more participation and greater freedom to buy. The purpose of this study was to determine the effect of word of mouth on purchase intention, the effect of word of mouth on purchase decision mediated by purchase intention, the effect of word of mouth on purchase decision, the effect of price on purchase intention, the effect of price on purchase decision mediated by purchase intention, the effect of price on purchase decision, the effect of credibility on purchase intention, the effect of credibility on purchase decision mediated by purchase intention, the effect of credibility on purchase decision and the effect of purchase intention on purchase decision. This type of research is quantitative research. The sample in this study were companies or individuals who owned ships, shipping agents, or ship management who had carried out ship repairs at PT PAL Indonesia. As many as 100 respondents used purposive sampling techniques. The analysis technique in this study used Warp Partial Least Square (Warp PLS) analysis. The results of the analysis in this study are that there is a significant influence of word of mouth on purchase intention, there is no significant influence of word of mouth on purchasing decisions mediated by purchase intention, there is a significant influence of word of mouth on purchasing decisions, there is a significant influence of price on purchasing decisions mediated by purchase intention, there is a significant influence of price on purchasing decisions, there is a significant influence of credibility on purchasing intentions, there is no significant influence of credibility on purchasing decisions mediated by purchase intention, there is a significant influence of credibility on purchasing decisions, and there is a significant influence of purchasing intentions on purchasing decisions.

P-975. Comprehensive Survey of Current Transplant Infectious Disease Fellowship Programs

Abstract Background Adult Transplant Infectious Disease (TID) training is not ACGME accredited, and there is heterogeneity in training offered at transplant centers. Methods The American Society of Transplantation ID Community of Practice surveyed current adult TID fellowship programs and tracks regarding required clinical experiences, non-clinical work, fellowship recruitment/funding, and outcomes of TID fellowship training. Respondents could skip questions, and R was used for statistical analysis. Results From 149 adult ID fellowship websites, we identified 37 TID tracks and 25 TID fellowships. After soliciting online forums, we had 24 respondents representing 20 active TID training programs and 16 TID fellowships of which 7/16, 44% have existed for at least 10 years. In these 16 TID fellowships, fellows averaged 50% of their time with solid organ (SOT) and 41% with hematopoietic stem cell transplantation. The SOT centers were comprehensive (95% offering liver, 95% kidney, 90% heart, 75% lung transplantation). TID fellowships required more inpatient TID consult service compared to TID tracks (28 vs 21 weeks, p=0.1), and TID fellows average 392 (sd=202.8) inpatient TID consults per year. All TID fellowships require TID specific clinic, 93% pre-transplant evaluations, 67% attending selection committees, and 88% scholarship. All 12 TID fellowships who actively recruit rely on both word of mouth and their program’s website, 11/12, 92% use in-person meetings (e.g. IDWeek), and only 7/12, 58% use social media. To fund TID fellowships, 11/15, 73% use more than one mechanism (e.g. internal ID division funding, grants), and only 4/15, 27% rely on billable services by TID fellows. Six of 15, 40% hire TID fellows as a clinical instructor/lecturer, the other 9/15, 60% hire the TID fellow as a research/advanced fellow. At 12/14, 86% TID fellowships, more than 50% of the graduates sought TID focused clinical careers. At 6/14, 43% and 11/14, 79% of fellowships none of the graduates sought research focused or industry careers respectively. Conclusion TID fellowships require significantly more inpatient consult weeks than tracks, all have non-patient care requirements, the funding for these programs is variable, and most graduates seek a clinically focused career. The heterogeneity of TID fellowships is high. Disclosures Jessica S. Tischendorf, MD, MS, Merck: Grant/Research Support

How do families access holiday activities and food programmes and other support? Learnings from the Borough of Southwark holiday activities and food club’s evaluation

IntroductionThe school holidays can be a challenging time for many families especially for those reliant on free school meals. The Holiday Activities and Food (HAF) programme aims to provide disadvantaged families across England with healthy meals and enriching activities for children and young people. The clubs are usually in the form of a network of independent clubs and often depends on local partnerships and connections, such as the voluntary, community, social and enterprise sectors. In 2023 Southwark Council, interested in building on the findings of a national evaluation and providing more context specific insights relating to access to and use of their clubs, approached the Public Health Intervention Responsive Studies Teams scheme to collaborate in a service provision evaluation.MethodsAs part of the wider evaluation, a qualitative study was conducted. Semi-structured interviews were conducted with parents/carers of HAF eligible children and semi-structured interviews/focus groups were held with children and young people (CYP) attending a HAF club. Recruitment was through the clubs. The transcripts were coded by two independent researchers and thematic analysis applied.ResultsNine parent/carers and two young people took part in an interview. Six discussion groups with 4–6 young people in each took place. Most participants heard about the club they attended through word of mouth from friends and family, through the child’s school or by seeing a flyer/newsletter advert. Many participants were unaware of the variety and number of different clubs available to families. Finding out about the clubs online was reported to be time-consuming and websites not user-friendly. Parents/carers spoke of the frustration in trying to navigate booking systems. There was also a lack of awareness of the types of other support/signposting available from clubs.DiscussionThe evaluation highlighted the low-level of family awareness of all available HAF activities across the borough. Furthermore, navigating the system was reported as challenging. Southwark Council reviewed and revised its online provision to create a centralised repository accessible to families that aimed to improve awareness and ease the club booking process. Further work is required to improve signposting to support services and provision for parents/carers.

Exploring the impact of hotel bundling strategies on family tourists: an emotion regulation approach

ABSTRACT The application of bundling strategies in the hotel industry, specifically from the perspective of family tourists, has received limited attention. This study employs the emotional regulation theory to investigate the effects of three hotel bundling strategies (i.e. price, product, and service) on hotel customers’ emotions and subsequent behaviour. Moreover, the study also explores the moderating role of staff-children interaction. Utilising a quantitative approach, this study collected 427 questionnaires from family tourists. The results indicate that the three different bundling strategies significantly and positively affect the regulation of family tourists’ positive emotions, while negatively affecting negative emotions, subsequently influencing word of mouth and satisfaction. However, the moderating role of staff-children interaction exerts a reverse effect on the relationship between hotel bundling strategies and emotions. This study explained such results from the perspective of Chinese cultural sensitivity. This study offers fresh insights and fills a research gap in the existing literature.

Examining the Impact of the Influential Factors of Customer Purchase Intentions: The Mediating Role of Electronic Word-of-Mouth

The purpose of the study is to navigate the role of electronic word of mouth (EWOM) assessing variables (digital marketing, social networking, content marketing and online customer reviewer) how these IV influence customer purchase intensions of target customers in online and offline platform. Relevant literatures regarding role of EWOM are reviewed with relevant theories and market analysis. Thereafter, it opened a new horizon of future research scope. It is found that 74.9% of the variance in dependent variable is defined by independent variable of the model framework and SEM analysis and showing high and robust explanatory ability. Customer loyalty programs are sustained through extensive customer research online. The research will aid in future how mediating variable EWOM mediates customer purchase intension in some point of credibility on online market, consumer adaptation, brand reliability, and conducting peer group influence to buy products and receive services. The present findings of the study opens a new platform of consumer open forum discussion regarding products and services that are most sale of the market, customer opinions, sharing of experiences, spreading of negative messages to a variety of social media platforms. Firstly, data collected from well-educated participants who responded on the survey. Secondly, the generations and age group targeted would be greater in future. Future research could be conducted based on positive and negative customer review on online platform, online payment and buying intentions, brand image and brand bridging with EWOM. Companies now are responding quickly to their customers’ problems and managing their brand image through extensive delivery of post purchase services to loyal customers and regular customers analyzing open forum research of social media. The research will aid in future how mediating variable EWOM mediates customer purchase intension in some point of credibility on online market, consumer adaptation, brand reliability, and conducting peer group influence to buy products and receive services. This research examined how EWOM lead the market through variable mentioned in the paper.

Situational Context Analysis of tourists’ eWOM Engagement: The Moderating Effects of Hotel Star Category and Review Site Use Intensity

ABSTRACT Based on interactional psychology theory, this study explored the moderating effects of hotel star category and hotel review site use intensity on two antecedents of consumer engagement with electronic word of mouth (eWOM): organizational review site competence (ORSCP) and organizational review site commitment (ORSCM). Data were collected from a cross-national sample of 443 hotels and analyzed using partial least-squares methods. The results confirm that ORSCP and ORSCM affect customers’ eWOM engagement. The findings also include that the hotel star category and the use intensity of hotel review sites have a moderating effect on the ORSCP – ORSCM relationship but not on these two variables’ connection with consumer eWOM engagement. This research thus ascertained that a complex relationship exists between hotels’ management of social networking sites and customers’ eWOM engagement, which has implications for hotel marketing specialists.

The Role of E-Wom, Brand Image, Brand Experience, and Brand Trust in Shaping Repurchase Intention on Healthy Instant Noodle Products

This study aims to determine the effect of electronic word of mouth, brand image¸ brand experience, and brand trust on repurchase intention on healthy instant noodle products. The research method used in this research is quantitative method by distributing questionnaires. Sampling using purposive sampling technique by obtaining 341 respondents as samples. The population in this study are consumers of healthy instant noodle products who live in the DKI Jakarta area and have consumed at least one healthy instant noodle product in the last six months. This research was processed using SPSS version 26.0 software and SEM (Structural Equation Model) through AMOS to analyze and generate data from this study. The results of this study indicate that: First, electronic word of mouth, brand image¸ brand experience have a positive and significant influence on brand trust. Second, electronic word of mouth, brand image¸ brand experience, and brand trust have a positive and significant influence on repurchase intention.

Understanding the Dynamics of e-WOM in Food Delivery Services: A SmartPLS Analysis of Consumer Acceptance

The evidence on e-commerce rapidly adopting and expanding has led to a high degree of changes in consumer behavior, with food delivery platforms playing a pivotal role in the digital economy. The current study highlights the interplay between consumer perception, consumer acceptance, and electronic word of mouth (e-WOM) assessed in the context of the food delivery chain. By integrating latent variables, such as trust, consumer purchase intentions, perceived usefulness, and psychological distance, the current study explores the role of e-WOM in influencing consumer perception and acceptance within the food delivery services. Data collection and analysis implied a qualitative approach by issuing an online survey and gathering 835 valid responses, further quantitatively assessed through structural equation modelling. The data reveal the validity of the two general hypotheses, according to which consumer acceptance is positively connected to consumer perception, to which the influence of electronic word of mouth was added. The current study stresses the importance for food delivery chains to gain insight and implement strategies based on its electronic peers’ online suggestions and recommendations. The current research actively contributes to the theoretical discourse on food delivery chain management related to the electronic consumers’ experience, in order to competitively position it on electronic markets as well as the food delivery global industry.

Pengaruh Social Experience, Trendiness dan E-WOM terhadap Purchase Intention Melalui Brand Awarness Sebagai Mediasi pada Social Media Marketing Produk Kecantikan di Socialla

One of the largest contributors to waste in Indonesia comes from skincare product waste, which has led both the government and companies to promote the shift towards green products. Society also plays a role in this through electronic word of mouth (e-WOM), and several other factors influence consumer purchase intention towards green products, such as social experience and trendiness. This study aims to analyze the impact of perceived social media marketing activities on purchase intention through factors like social experience, trendiness, and e-WOM in beauty product marketing on Sociolla. The research surveys consumers who have experience and purchase intention for green product skincare. Data are analyzed through convenience sampling, and the research hypotheses are examined using PLS-SEM. The practical implications of this study will assist e-commerce managers in enhancing consumer purchase intention on e-commerce platforms through social media marketing activities (SMMA). This research fills a gap in previous studies by addressing the disaggregation of social media in the context of green products, highlighting the limitations of social media in shaping consumer attitudes, and addressing the under-explored TPAM and U&G frameworks in prior research. This study aims to expand variables related to social media that can influence consumer attitudes and provide a more detailed understanding of green product marketing on social media.

The Effect Of Service Quality and Business Location On Words Of Mouth Through Consumer Satisfaction as A Mediation Variable (Study on Customers of Wedangan “Ginastel” in Sukoharjo City)

The purpose of this study is: 1) To test and measure the influence of service quality and business location on consumer Word of Mouth. (2) To test and measure the influence of service quality and business location on consumer Word of Mouth (3) To test and measure the influence of service quality and business location through customer satisfaction as a mediating variable. This study was conducted on Consumers of Wedangan "Ginastel" on Jalan Sulawesi, Mulyoharjo Village, Sukoharjo District, Sukoharjo City who actively shop every day with a minimum of 30 consumers. Or an average of 720 consumers per month based on 24 working days. 72 consumers were taken as samples. The results of the study found that there was an influence of service quality and business location on consumer satisfaction. Service quality and business location had an effect on word of mouth. There was an indirect influence of the relationship between service quality and business location on word of mouth through mediation, namely the mediator of consumer satisfaction. The objectives of this research were to: 1) test and measure the influence of service quality and business location on consumer satisfaction. (2) testing and measuring the influence of service quality and business location on consumer Word of Mouth (3) Testing and measuring the influence of service quality and business location through customer satisfaction as a mediating variable. This research was conducted on Wedangan "Ginastel" consumers on Jalan Sulawesi, Mulyoharjo sub-district, Sukoharjo sub-district, Sukoharjo City, who actively shop at least 30 consumers every day. Or the monthly average based on 24 working days is 720 consumers. 72 consumers were taken as samples. The research results found that there is an influence of service quality and business location on consumer satisfaction. Service quality and business location influence word of mouth. There is an indirect influence on the relationship between service quality and business location on word of mouth through mediation, namely consumer satisfaction as a mediator.

The Influence of Service Quality, Satisfaction, and Loyalty on Word of Mouth Intention Among BPJS Ketenagakerjaan Participants at Banyuasin Pangkalan Balai

The role of BPJS Ketenagakerjaan in providing social security, particularly for informal sector participants, is crucial in supporting individuals with high levels of independent decision-making. This research aims to investigate the influence of service quality, customer satisfaction, and loyalty on word-of-mouth (WOM) intention among participants of BPJS Ketenagakerjaan at the Banyuasin Pangkalan Balai Branch. A quantitative research method with a causal approach was employed, involving a survey of active participants who had previously made service claims. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression. The results reveal that service quality, satisfaction, and loyalty significantly and positively affect WOM intention, with loyalty emerging as the most influential factor. The model explains 75.8% of the variation in WOM intention, while the remaining 24.2% is attributed to other factors. These findings underscore the strategic importance of enhancing service quality, customer satisfaction, and loyalty to boost WOM, providing valuable insights for the management of BPJS Ketenagakerjaan to improve participant engagement and organizational reputation.

BUILDING CAFÉ CUSTOMER LOYALTY : SYNERGISTIC ANALYSIS OF SERVICE QUALITY, PRICE FAIRNESS AND WORD OF MOUTH

The purpose of this study is to examine how word-of-mouth (WOM) in Indonesia's café business is impacted by consumer attitudes, shop environment, pricing fairness, service quality, and product quality. The primary theoretical framework used in the research is the Theory of Planned Behavior (TPB), which focuses on the ways in which these factors impact consumer attitudes and word-of-mouth (WOM). Purposive sampling was used in the survey process, and 260 respondents were chosen depending on whether they had visited or made purchases from Lawson Café, McCafé, or Starbucks in the three months before. An online survey was used to gather data, and AMOS 26 software's Structural Equation Modeling (SEM) was used for analysis. The findings show that although service and product quality have no discernible effects on consumer preferences, pricing fairness and shop environment do. Favorable consumer perceptions of cafés greatly influence favorable word-of-mouth. The research also shows that fair prices and shop ambiance are important factors in influencing consumers' emotional experiences and influencing their propensity to refer friends to cafés. This study offers useful recommendations for café owners looking to improve customer experiences via marketing tactics that emphasize reasonable prices and a welcoming environment.

Does eWoM matter in s-commerce? A comparatives study between Kuwait and United Arab Emirates

PurposeThis study aims to explore the antecedent factors that directly and indirectly influence electronic word of mouth (eWoM) for social commerce (s-commerce) in two developing countries (e.g. Kuwait and the United Arab Emirates [UAE]) by extending social cognitive theory.Design/methodology/approachThis study uses a previous robust model (Rouibah et al., 2021) as theoretical background to investigate and compares the antecedents (trust in Instagram, perceived risks) on eWoM for s-commerce through the mediation of three mediators (perceived enjoyment, perceived value and customer satisfaction) among two Arab countries. Data was collected from Kuwait (n = 1,132) and the UAE (n = 190). Different statistical analyses and structured equation modeling-based analysis of moment structure are used to test the robustness of the research model.FindingsThis study found customer satisfaction to be most important factor that mediates the effect independent factors on eWoM for s-commerce in both countries. Surprisingly, perceived enjoyment has no effect, and trust in Instagram and perceived risks are the most important factors that are considered imperative for customer satisfaction and positive feedback.Research limitations/implicationsOne limitation of this study is that the author does not focus on the difference between the effects of textual and graphical information on customers’ decisions and trust in buying merchandise. Another limitation is that this study focuses on Kuwait and the UAE. Other Gulf Cooperation Council countries are also growing exponentially, and mobile and internet penetration rates are booming; they could be a trigger for more studies on whether differences occur among all of them.Practical implicationsThe first implication is that it is the first in its field to extend the effects of eWoM. To the best of the author’s knowledge, compared to the online research this study is unique because the authors examine six factors for eWoM in s-commerce using the Instagram platform as opposed to other platforms.Social implicationsThe third implication of this study is that the previous ones have applied eWoM to different subjects of e-commerce such as tourism and marketing but have concentrated less on s-commerce, where in-depth research is needed much more to explore factors and theories that explain human behavior.Originality/valueFurthermore, most of these studies have focused on the intention to use (Dincer and Dincer, 2023; X. Hu, Chen, Davison, and Liu, 2022; Zhou et al., 2023). However, the attention in this research is on the actual use.