Online Word Of Mouth Research Articles

The Effect of E-WOM on Social Media Marketing on Purchase Intention (Case Study: Gallery Vinna)

This study aims to determine the effect of social media marketing through online word of mouth on purchase intention on the Tiktok Gallery Vinna platform as the object of research. The research method used is quantitative method, using an online survey by collecting 155 respondents. The data collected was analyzed with Smart PLS software to test the research hypothesis. The results showed that respondents' responses to Tiktok Gallery Vinna's social media received a good response, and respondents felt that the uploaded content could provide interesting and easy-to-understand information. Then, e-WOM has a significant effect on buying interest, and social media has the most influence on buying interest. The results also show that providing the latest information by utilizing social media can expand the network to attract buying interest in consumers. Therefore, this study examines the Tiktok platform which expands knowledge about the factors that influence attitudes and purchase intentions towards consumers through e-WOM, as well as the use of social media that have an impact on consumer purchase intentions. This research provides insight for SMEs who want to improve marketing strategies using social media.

EXPRESS: The Female Consumer Response Implications of Male Dominance in a Product’s Online Community

Does male dominance of a product’s online community deter female community voices? Does it affect product ratings and the nature of content produced too? How might female consumers’ brand attitudes and intentions be affected ultimately? Utilizing a large panel dataset of online customer reviews in the beer industry and three experimental studies, these questions are empirically investigated. This product category is highly male dominant, on average, but there is significant variation across products to enable degrees of male dominance to be empirically examined. Other theoretical accounts of simple majority, tie-strength, homophily, and cultural masculinity are empirically considered as well. The findings serve to complement prior work on online word of mouth (OWOM), demonstrating that male dominance of an online community can deter contributions from female reviewers and generate lower rating departure from community average sentiment by female reviewers. The type of content that is generated by female reviewers is also affected, with a reduction in the evocation of femininity themes and an increase in the evocation of masculinity themes. Downstream brand attitudes and trial intentions are also impacted. A resulting implication of high product community male dominance is the availability of less information for consumers when evaluating products.

Anti-Brand Activism in the Collectivist Orientation: The Case of Online-Consumers-Run Communities

The paper investigates the impact of negative online word-of-mouth (OWOM) generated from online consumer-run communities on brand hate and brand activism and the moderating role of collectivism in cultural orientation. Specifically, the authors used Stimulus-organization-response and cognitive dissonance theories to develop the research model. Data were collected from 337 valid responses from customers who are members of consumer-run groups to support the constructed hypotheses. Smart-PLS was used to analyze data. Negative OWOM was found to be a driver of psychological discomfort, which, in turn, generates brand hate. The formation of brand hate from negative OWOM can lead to anti-brand activism. The results highlighted that collectivist orientation significantly moderates the relationship between negative OWOM and psychological discomfort in consumers, as well as the relationship between brand hate and anti-brand activism. This study enriches existing literature by further understanding OWOM in virtual communities and emphasizing the role of cultural orientation on behavioral outcomes. Our takeaways provide valuable implications for brand and promotion practitioners to understand users’ mechanisms to select the appropriate tool such as the emphasize on KOC (key-opinion-consumers) and KOL (key-opinion-leaders) interaction to handle the negative consequences within time limits, reducing contradicting affective states before anti-brand activism and negative OWOM escalate.

온라인 배드민턴 레슨컨텐츠 이용동기가 인지된 유용성, 수용태도 및 온라인 구전에 미치는 영향

The purpose of this study is to investigate the influence of motivation for using online badminton lesson content on perceived usefulness, acceptance attitude, and online word of mouth. For this purpose, a study was conducted on 205 adults who had experience using online badminton lesson content. The confirmatory factor analysis results showed χ ²/df=2.577, CFI=.918, TLI=.882, IFI=.920 and RMSEA=.083. As a result of the hypothesis testing, it was confirmed that information seeking and time consumption as motivation for using online badminton lesson content had a positive (+) effect on acceptance attitude and perceived usefulness, while social exchange had a negative (-) relationship. In addition, perceived usefulness showed a positive (+) relationship with online word-of-mouth and spread, and acceptance attitude showed a positive (+) relationship with acceptance of online word-of-mouth, and a significant relationship with online word-of-mouth spread. didn't In the case of online lesson content, overall positive results were confirmed when the reliability and expertise of the information provided were verified, and research in related fields should continue because the influence relationship may appear differently depending on the characteristics of the event.

Exploring the Dynamics of Football Tourism in Chengdu city, China: A Structural Equation Modeling Approach to Understanding Tourists’ Intention

The burgeoning field of football tourism represents a significant intersection of sports enthusiasm and travel, yet its dynamics, particularly in emerging markets like Chengdu, China, remain underexplored. The research aimed to elucidate how various factors, including motivation for football tourism, online word of mouth, subjective norms, destination image, and attitudes, influence the intention to engage in football tourism in Chengdu. With an emphasis on a quantitative survey to gather empirical data. The survey reached fans of various football clubs who had experience with football tourism in Chengdu, resulting in 609 valid responses. The data were analyzed using Structural Equation Modeling (SEM), employing SPSS 27.0 and AMOS 27.0 for descriptive statistical analysis, reliability, validity tests, and model construction. Key findings revealed that motivation, online word of mouth, and subjective norms significantly influence both the image of football tourism destinations and attitudes towards football tourism. These, in turn, have a notable impact on the intention to visit football tourism destinations. The study underscores the importance of destination image and social influences in shaping tourist attitudes and intentions, offering insights into the decision-making processes of potential football tourists. In conclusion, this research provides a deeper understanding of the determinants of football tourism in Chengdu. It offers valuable insights for stakeholders in optimizing strategies and offerings to capitalize on the growing market of football tourism, emphasizing the role of digital platforms and social factors in shaping tourist preferences and decisions.

Measuring service quality with text analytics: Considering both importance and performance of consumer opinions on social and non-social online platforms

Online word-of-mouth (WOM) has attracted considerable attention from researchers due to its abundant information on customer perceptions that drive product and service improvement. This study develops a novel weighted service quality (WSQ) metric derived from online customer opinions, leveraging the importance-performance analysis framework. Data collected from social and non-social online platforms confirms that this WSQ approach outperforms the widely used average sentiment score approach and significantly predicts the industry service quality standard, Airline Quality Rating (AQR). In addition, the WSQ metric derived from social media proves to be a more vital indicator for AQR than that derived from a non-social online platform. A significant difference in topic distributions was also identified between consumer opinions from social media and non-social online platforms. Our study makes several crucial contributions to the service quality literature on employing online WOM using sentiment analysis and topic modeling techniques.

Effect of SNS Characteristics for Dining Out on Customer Satisfaction and Online Word of Mouth

Effect of SNS Characteristics for Dining Out on Customer Satisfaction and Online Word of Mouth

To recommend or not recommend is the question: Does NPS predict word-of-mouth?

The Net Promotor Score (NPS) is ubiquitous, relying on a single-item question to capture consumers’ word-of-mouth (WOM). The question asks consumers for their likelihood of recommending a brand to friends and colleagues. Despite its popularity and advantages over longer satisfaction surveys, NPS has potential weaknesses. Among them are that the NPS question (1) is double-barreled by asking in a single question for likelihood to recommend to friends and likelihood to recommend to colleagues, (2) focuses on recommendations, and thus, ignores consumers’ likelihood to spread negative WOM, and (3) ignores online WOM, which often involves recommendations to strangers rather than friends or colleagues. This paper empirically tests these three potential weaknesses of the NPS measure on the WOM conclusions derived from NPS. Specifically, three experiments vary whether NPS assesses likelihood to recommend to a friend and colleague in a single question (how NPS is currently measured) or in two separate questions. In addition, NPS is compared to responses to an explicit negative WOM question (intent to warn others about the brand). Moreover, across studies, the NPS is reported for a recent positive experience and either a recent negative experience or a recent mixed experience. NPS is also compared to likelihood to engage in online WOM in terms of posting an online review and the intended online rating. By examining these issues, this research sheds light on consumers’ interpretations of NPS, the factors that influence these interpretations, and how these factors affect NPS’ ability to predict negative WOM, online WOM, as well as satisfaction, loyal behavior, and WOM in general.

SNS 정보 특성과 인플루언서 특성이 정보 만족, 인플루언서 애착, 온라인 구전에 미치는 영향: 정교화 가능성 모델을 중심으로

SNS 정보 특성과 인플루언서 특성이 정보 만족, 인플루언서 애착, 온라인 구전에 미치는 영향: 정교화 가능성 모델을 중심으로

Consumer Purchase Intention Towards Online Travel Packages Available on E-Marketplace

The tourism industry has recently been affected by worldwide Covid-19 Pandemic. One of the fundamental aspects of developing the tourism sector through the e-marketplace is a digital technology and mobile phones. The factor that influences purchase intention toward online package available on E-Marketplace during new normal. To evaluate the hypotheses, Partial Least Squares Smart Software (PLS) was created. In a survey of 221 Internet users, the empirical findings indicate that travel plans online are decided primarily by the Online Word of Mouth (WOM), Subjective Norm, Perceived Relative Advantage, Attitude, Perceived Risk, Destination Trust, Perceived Behavioural Control. The theoretical frameworks and the practical consequences of this study are explored, and further research guidelines are discussed.

When Karma strikes back: A model of seller manipulation of consumer reviews in an online marketplace

Online word of mouth (WOM) helps consumers learn about sellers’ products/services quality and influences market competition. Some sellers, taking advantage of the anonymity of contributing consumers, fake consumer WOM to boost their products/services ratings. This research uses a game-theoretical model to examine sellers’ dynamic pricing and their review manipulation decisions in an online marketplace. We explore the critical drivers of review manipulation and how fake reviews shape the market outcome. Specifically, the model shows a self-inhibition mechanism of review manipulation, which prevents high-quality sellers and softly discourages low-quality sellers from faking reviews. Fake WOM reduces vertical seller differentiation and intensifies price competition. Moreover, negativity bias in genuine customer reviews enhances self-inhibition, especially for low-quality sellers. Consequently, sellers with extreme (very high or very low) quality do not fake reviews when consumers are more likely to write reviews for unsatisfying products/services.

Factors that Influence Consumer Purchase Intention towards Online Travel Packages Available on E-Marketplace during New Normal

The tourism industry has recently been affected by worldwide Covid-19 Pandemic. One of the fundamental aspects of developing the tourism sector through the e-marketplace is a digital technology and mobile phones. The factor that influences purchase intention toward online package available on E-Marketplace during new normal. To evaluate the hypotheses, Partial Least Squares Smart Software (PLS) was created. In a survey of 221 Internet users, the empirical findings indicate that travel plans online are decided primarily by the Online Word of Mouth (WOM), Subjective Norm, Perceived Relative Advantage, Attitude, Perceived Risk, Destination Trust, Perceived Behavioural Control. The theoretical frameworks and the practical consequences of this study are explored, and further research guidelines are discussed.

The effects of perception of video image and online word of mouth on tourists' travel intentions: Based on the behaviors of short video platform users.

This research discusses the impact of the perception of video images and online word of mouth on tourists’ travel intentions. A survey of 390 users who watched travel videos on short-video platforms was conducted using structural equation modeling. The results are as follows. First, the perception of video images can significantly affect tourists’ intention to visit the destinations. Second, as a mediating variable, online word of mouth can enhance the positive effects of the perception of video images on tourists’ travel intentions. Third, gender had a positive moderating effect, which was particularly obvious in the relationship between the perception of video images and online word of mouth. This research provides a theoretical basis for the utility of tourism-related short videos, which can help stimulate tourists’ intention to visit promoted destinations.

Impact of a physician's prosocial behavior on the patient's choice: an empirical investigation in online health community

PurposeThe purpose of this paper is to explore the influence of a physician’s prosocial behavior on a patient's choices in the online health community (OHC) context. Moreover, the authors explore how such effects differ across different online word-of-mouth (WOM) and professional titles.Design/methodology/approachGuided by the motivation, opportunity and ability (MOA) framework, this paper develops hypotheses and an econometric model. Then this paper used spline regression to test hypotheses on 6,204 physicians at The Good Doctor (www.Haodf.com), which is one of the largest Chinese OHCs. The authors conducted the propensity score matching and difference-in-difference method (PSM-DID) to address the concern about the bias caused by possible endogeneity concerns.FindingsThe authors’ results show that a physician’s prosocial behavior improves a patient's choice only when the strength of a physician’s prosocial behavior is below the tipping point. In addition, the influence of a physician’s prosocial behavior is heterogeneous for physicians with different online WOM and professional titles. For physicians with higher online WOM, the effect of a physician's prosocial behaviors on a patient's choice is positive, while for physicians with lower online WOM, a physician’s prosocial behavior has no impact on a patient’s choice. For physicians with higher professional titles, the quantity of a physician’s prosocial behavior has a positive impact on a patient’s choice, while for physicians with lower professional titles the quality of a physician’s prosocial behavior has a positive impact on a patient’s choice.Originality/valueThis study contributes new knowledge and provides new perspectives to study a patient's choice by addressing the importance of physician's prosocial behavior. With the effort of explicitly explaining the complex mechanisms, this study encourages physicians' engagement in a physician’s prosocial behavior and gives some implications on how to perform the behaviors strategically.

PENGARUH CELEBRITY ENDORSER, DAYA TARIK IKLAN, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (STUDI KASUS PADA PENGGUNA E-COMMERCE SHOPEE DI UNIVERSITAS MAYJEN SUNGKONO MOJOKERTO)

Rapid technological advancements, coupled with the establishment of e-commerce businesses in Indonesia, resulted in the emergence of a new marketing phenomenon or event, namely online marketing. The primary goal of this research was to ascertain the effect of advertising appeal, celebrity endorser, and online word of mouth on Shopee e-commerce purchase decisions (Shopee e-commerce user case study, Mojokerto, Mayjen Sungkono University).Non-probability sampling and target sampling are two sampling techniques. Mayjen Sungkono Mojokerto, a college student who used Shopee, participated in the study by providing 100 responses. To collect data, Likert surveys were used. Multiple linear model was used to assess the data in this study, as well as a rability test, a validity test a hypotesis test, and a classical hypothesis test. According to the test results, celebrity speakers, advertising attractiveness, and e-WOM all have a statistically significant positive effect on variable purchase decisions. Simultaneous regression analysis (test f) demonstrates that all examined uncorrelated (free) variables have a statistically significant impact on correlated (bound) purchase decisions.

EMOTIONAL REGULATION FACTORS OF IMPULSE BUYING AND CONFORMITY PSYCHOLOGY

Abstract Background The existing research on impulse buying behavior mainly discusses the influence of external stimuli on impulse buying intention, while there is less research on the internal psychological factors of impulse buying behavior. This paper aims to explore the psychological process of consumers' compliance with impulsive purchase after reading online word-of-mouth, as well as the regulatory effect of impulsive purchase intention and purchase constraint. Research Objects and Methods Taking belief, desire and willingness behavior as the research object, this paper discusses the influence of conformity psychological process on impulsive purchase behavior, as well as the regulatory effect on product demand cognition and purchase constraints. We design a structural equation model from four dimensions: compliance, product desire, impulse purchase intention and product demand cognition. Through this model, we verify the causal relationship between dimensions, the impact of impulsive purchase intention on impulsive purchase behavior and the adjustment of purchase constraints. Through an online survey, 616 valid questionnaires were collected from consumers who had at least online word-of-mouth experience in the past six months. Results Consumers' compliance after reading online word-of-mouth had a positive impact on product desire. Consumers' product desire has a positive impact on impulse purchase intention. Impulse purchase intention has a positive impact on impulse purchase behavior. Purchase constraints have a negative regulatory effect on the impact of impulsive purchase intention on impulsive purchase behavior. Product demand cognition has no moderating effect between conformity and product desire. The results showed that impulse purchase was significantly negatively correlated with economic support ability, self-control and emotion perception, emotion evaluation, emotion control and emotion regulation reflex, emotion regulation self-efficacy (P < 0.01), and emotion regulation self-efficacy (P < 0.05); It was positively correlated with self-care ability, emotion regulation ability and all dimensions (P < 0.01); Incentive autonomy and emotion regulation ability were significantly positively correlated with each dimension (P < 0.01); The ability of self-control and emotion regulation were significantly negatively correlated with each dimension (P < 0.01). Conclusion The same online word of mouth has different effects on different consumers. This influence depends on the conformity degree of consumers, which affects consumers' product desire and indirectly increases the possibility of consumers' impulse purchase through the increase of impulse purchase intention. Purchase constraint can inhibit impulse buying behavior. If enterprises can effectively connect online word-of-mouth with the product purchase process, when consumers have product desire due to the integration effect caused by online word-of-mouth, they can directly guide consumers to the purchase step, so that consumers can complete the purchase in a short time. Therefore, effectively linking the herd effect of online word-of-mouth with consumers' browsing word-of-mouth is an effective way for enterprises to stimulate herd consumers' impulse buying behavior. From a sequential perspective, this paper discusses the psychological process of consumers' impulse purchase and the role of regulatory variables under the background of the popularity of mobile Internet, and discusses the internal changes of positive and negative emotions in the process of consumers' impulse purchase. This is an in-depth study of online impulse buying behavior. Acknowledgements The work is supported by Science and Technology Planning Project of Henan Province of China (soft science research), grant number 212400410095.

Network Analysis of Traditional Word of Mouth

Network analysis of Word of Mouth (WOM) examines how customers exchange opinions within their social networks. Compared to standard survey questions, which typically measure the likelihood to recommend, the network approach provides more metrics (e.g., average path length, clustering coefficient, density, average degree) that can be used to diagnose customer chatter. Unfortunately, traditional WOM has not benefitted from network analysis, which usually is applied to online WOM due to the availability of stored data. Despite the pervasiveness of online WOM, however, recent commercial reports reveal that traditional WOM still surpasses online WOM by a large margin. Traditional WOM also is perceived as more trustworthy and persuasive than online WOM. Considering the strong standing of traditional WOM and the advances in network analysis due to online WOM, this study fills a gap by demonstrating how a network analysis can be applied to traditional WOM. Network analysis is more demanding on the researcher and the respondents, but as the study illustrates, it also is more diagnostic than a standard survey. A preliminary study confirmed that people, indeed, are more likely to share traditional WOM then online WOM. The main study utilized network analysis by using an alter-alter survey method, which was used to map the network structures of a variety of WOM networks. Specifically, we examined the WOM networks structure as a function of product type (search, experience, and credence products) and opinion valence (positive vs. negative). The results reveal that WOM is affected primarily by product type. People are most likely to share opinions about experience products, followed by opinions about search products, and least likely to talk about credence products. The effect of opinion valence is limited. Practitioners can use these findings to manage WOM primarily based on product type by including search, experience, or credence qualities in promotional messages. This is the first study to compare WOM networks to the existing social network, which can serve as a benchmark for evaluating WOM campaigns. The results reveal that for most products, people do not utilize all of their social connections for WOM, but there are exceptions, such as sharing a positive opinion about a movie, where WOM chatter can exceed the social network. The study discusses the WOM network metrics from a practical perspective and how they can be used to optimize WOM campaigns. Overall, the conclusion is that network analysis is a viable technique for studying traditional WOM, which brings new research directions.

Research on tourism destination marketing strategy based on online word of mouth

With the rapid development of mobile and Internet technology, people can more easily understand the local tourism information through mobile and Internet technology. Online word-of-mouth has become a very convenient and low-cost way of communication, which has attracted the attention of tourism enterprises and relevant scholars. Due to the strong particularity of tourism products, tourism destinations must strengthen the marketing management of online word-of-mouth and make full use of positive online word-of-mouth. By analyzing the impact of tourism destination word-of-mouth on tourists' consumption behavior and the problems existing in online word-of-mouth marketing, this paper puts forward targeted solutions, provides a reference basis for tourism destination online word-of-mouth marketing, and provides practical guidance for tourism online word-of-mouth marketing.

The Power of Profanity: The Meaning and Impact of Swear Words in Word of Mouth

Swearing can violate norms and thereby offend consumers. Yet the prevalence of swear word use suggests that an offensiveness perspective may not fully capture their impact in marketing. This article adopts a linguistic perspective to develop and test a model of how, why, and when swear word use affects consumers in online word of mouth. In two field data sets and four experiments, the authors show that relative to reviews with no swear words, or with non-swear-word synonyms (e.g., super), reviews with swear words (e.g., damn) impact review readers. First, reviews with swear words are rated as more helpful. Second, when a swear word qualifies a desirable [undesirable] product attribute, readers’ attitudes toward the product increase [decrease] (e.g., “This dishwasher is damn quiet [loud]!”). Swear words impact readers because they convey meaning about (1) the reviewer and (2) the topic (product) under discussion. These two meanings function as independent, parallel mediators that drive the observed effects. Further, these effects are moderated by swear word number and style: they do not emerge when a review contains many swear words and are stronger for uncensored and euphemistic swear words (e.g., darn) than censored swear words (e.g., d*mn). Overall, swear words in reviews provide value to readers—and review platforms—because they efficiently and effectively convey two meanings.

The current state of research of word-of-mouth in the health care sector

Health information plays a significant role in the health behavior of individuals. Word-of-mouth (WOM) is essential in this context. In recent years, new forms of online communication have greatly expanded the possibilities for seeking information and, in consequence, significantly changed communication behavior. Similarly, the doctor-patient relationship has gradually evolved and the traditional asymmetry of medical knowledge is increasingly being corrected as today’s health care consumers are becoming more well-informed. A key source of information is either in-person or online WOM. A research gap exists in terms of analyzing the current state of research of WOM in health care. Although various studies highlight the influence of WOM on health behavior, to the best of our knowledge there exists no systematic literature review that summarizes the current state of research on WOM in health care. Therefore, this paper presents a comprehensive systematic literature review on WOM in health care. The literature review investigates existing WOM studies in the health care sector based on a systematic search for articles in a twenty-year timeframe from January 2000 to December 2019. The resulting total of 34 articles constitutes the basis of this paper. These studies are analyzed using a model of WOM in health care and – based on the theory of cognitive dissonance, the theory of the strength of weak ties, and the theory of perceived risk – clustered into the creation, spread, and impact of WOM. The investigated studies emphasize the importance of the staff in the service process. Furthermore, negative reviews have a stronger impact than positive ones, with service quality representing the main reason for negative WOM. In addition, the importance of electronic word-of-mouth (eWOM) is underlined, as online reviews are gaining popularity for patient decision-making processes. Although some studies have addressed WOM in health care, research gaps remain. For example, there are few studies on eWOM and some medical disciplines in private practice are neglected in WOM research. By systematically presenting and analyzing the literature on WOM in health care, this paper represents an important starting point for future research and also provides insights into the role of WOM in health care practice.