Positive Word Of Mouth Communication Research Articles

The Effect of Customer Satisfaction on Word-of-Mouth Communication: The Mediating Role of Face Perception

Traditional theoretical research suggests that negative word-of-mouth (WOM) communication is stronger, but due to cultural differences between East and West, Chinese face psychology in interpersonal interactions affects consumers' WOM behaviors. Based on the theory of face psychology, this paper utilizes the experimental method to explore the relationship between face perception in customer satisfaction and willingness to spread WOM after consuming a high-end brand. The results show that in the case of satisfaction, positive WOM communication willingness is higher for premium brands than for ordinary brands in order to gain face, but in the case of failure, negative WOM communication willingness is lower for premium brands than for ordinary brands in order to avoid losing face; consumers' face perception has a mediating role between satisfaction and WOM communication willingness.

Antecedents and moderators of positive word of mouth communication among tourist destination residents during the COVID-19 pandemic

ABSTRACT Word of mouth (WOM) communication has been recognized for a long time as an activity to improve the efficiency and success of communication efforts. The purpose of this paper is to examine potential antecedents and moderators of positive WOM of tourist destination residents during the COVID-19 pandemic. Three WOM predictors are examined, i.e. trustworthiness in communication of authorities, destination reputation, and prevention measures, whereas two sociodemographic variables are considered as moderators, i.e. gender and age, and more specifically, generational cohorts. Empirical research has been conducted among residents of a tourist destination, considered important stakeholders who actively participate in tourist destination branding. Data were collected through an online survey distributed through e-mail marketing lists and online panels. After obtaining 480 valid responses, data were subject to normality tests, Partial Least Squares-Structural Equation Modeling (PLS-SEM), measurement invariance assessment, and multi-group analysis. Findings reveal that residents’ positive WOM is caused by their perceptions of destination reputation and adoption measures, being the role of trustworthiness in communication of authorities insignificant in residents’ WOM engagement. Among the two sociodemographic variables, only gender is found to moderate one relationship (i.e. reputation-WOM), with stronger effects among women.

The Effect of Brand Value on Word of Mouth Communication

Marka değerinin ağızdan ağıza iletişim üzerindeki etkisinin incelendiği bu araştırma, İstanbul vakıf üniversitelerindeki havacılık bölümlerinde öğrenim gören ön lisans öğrencileri üzerinde gerçekleştirilmiştir. Örneklem seçiminde, “Kolayda Örneklem Tekniğinden” yararlanılmıştır. Araştırma verileri, anket tekniği ile toplanmıştır. Katılımcılara Google Form üzerinden dağıtılan anketlerden geçerli olarak kabul edilen 507 adet veri, SPSS 26 ve AMOS 21 programlarına aktarılarak gerekli analizler yapılmıştır. Analizler neticesinde, marka değerinin ağızdan ağıza iletişim ve olumlu ağızdan ağıza iletişim üzerinde pozitif ve yüksek düzeyde bir ilişkiye sahip olduğu tespit edilmiştir. Bununla birlikte, marka değerinin olumsuz ağızdan ağıza iletişim üzerindeki etkisi negatif ve orta düzeyde bulunmuştur. Araştırma, marka değerinin yüksek olduğu vakıf üniversitelerinde öğrencilerin olumlu ağızdan ağıza iletişim faaliyetlerinde bulunurken, olumsuz ağızdan ağıza iletişim faaliyetlerinde bulunmadıklarını göstermiştir. Anova testleri neticesinde havacılık bölümü ön lisans öğrencilerinin marka değeri, olumlu ve olumsuz ağızdan ağıza iletişim algıları öğrenim gördükleri programa göre farklılık göstermişken, ağızdan ağıza iletişim algıları öğrenim gördükleri programa göre bir farklılık göstermemiştir.

Antecedents of word-of-mouth communication in the life insurance industry

PurposeThis study explored the antecedents and mediators of word-of-mouth (WOM) behavior in the life insurance industry and investigated how to increase policyholders' positive WOM communication.Design/methodology/approachA sample of life insurance policyholders in Taiwan is surveyed. These respondents were chosen using purposive sampling. The author sent out 650 questionnaires to customers of the top six life insurance firms in Taiwan in proportion to each firm's market share as follows: Cathay (200), Fubon (150), Nan Shan (120), Shin Kong (80), China (60), and Taiwan (40). A total of 338 usable questionnaires were returned. Structural equation modeling was performed to estimate the influence of the identified antecedents of WOM communication.FindingsThe results support the proposed model and hypotheses, indicating that customers' positive evaluations of functional quality and technical quality help drive positive WOM communication. Corporate image and trust also play partial mediating roles.Practical implicationsDecision-makers should note that functional quality, technical quality, corporate image, and trust are antecedents of WOM communication. Functional quality and technical quality are the main factors influencing policyholders' perceptions. Therefore, life insurance firms must understand policyholders' quality expectations. Managers should also pay increased attention to promoting favorable WOM communication through strengthening corporate image and trust.Originality/valueThis was the first study to examine WOM communication in Taiwan's life insurance industry. Few studies have investigated the mediating effects of corporate image and trust in the relationships of functional and technical quality with WOM. The findings reveal the importance of WOM to the marketing of life insurance, providing new information for life insurance practice and theory.

Antecedents of Tourist Satisfaction With Marine Tourism in West Sumatra

Tourist satisfaction can lead to positive word of mouth communication about a destination, which can bring in more business. The current study aimed to identify the role of the 7Ps of marketing mix on tourist satisfaction. A cross-sectional study design was employed to collect data from local tourists visiting West Sumatra. A total of 300 respondents participated. Data were analyzed by SmartPLS 3.3.7 by evaluating structural equational modelling. Findings revealed that all of the elements of the marketing mix had a strong relationship with tourist satisfaction, except for the place. The results suggested that the tourists in West Sumatra are somewhat satisfied but satisfaction can be upgraded to a higher level if proper management with respect to place is improved.
 Keywords: marketing mix, West Sumatra, tourist, marine tourism, satisfaction

I Can't Get No Satisfaction: Or Can I? Satisfying Australian Whale-Watching Tourists

Satisfying tourists while also adhering to environmental regulations represents a continuous challenge for whale watching operators. Satisfaction is often conceptualized differently by academics and practitioners, and both the level of operator whale-watching experience and government regulations at destinations can vary. This research seeks to identify how satisfaction significantly influences tourists' sociodemographics, repurchase intentions, and positive word-of-mouth (WOM) communication intentions at two Australian whale-watching destinations that differ in their level of expertise in offering whale-watching experiences. Multiple regression determined that most tourists were very satisfied with their whale-watching experience and exhibited high repurchase and positive WOM communication intentions. At both destinations, individual satisfaction items predicted the most variance in repurchase intentions and positive WOM communication intentions, suggesting a holistic approach to satisfaction is not warranted when evaluating a whale-watching experience. Chi-square tests, t tests, and analysis of variance determined that tourists at each destination varied significantly in their age, education, and origin. To provide a satisfying tourist experience and facilitate environment protection, these personnel must continue to offer high-quality services that guarantee whale sightings within a designated time period while also adhering to environmental regulations.

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.

Relationship Between Word of Mouth (WOM) Communication and Brand Equity of Sport Products Among Consumers in Kuantan, Pahang

The main purpose of this study was to determine the relationship between word of mouth (WOM) communication and brand equity of sport products among consumers in Kuantan, Pahang. Four hundred and sixty-one consumers from Kuantan, Pahang participated in the study. Participants completed WOM communication questionnaires originally designed by Uslu et al. (2013), and the brand equity questionnaire originally designed by Yoo and Donthu (2001) and Lassar et al. (1995). The results showed high level of WOM communication of mean of 3.56 and (SD= .72) and the brand equity dimensions indicated highest mean on “perceived quality” 3.73 with (SD= .63). The r-value was (p<.487) and it indicated a significant positive relationship between WOM communication and brand equity. The findings of the study provide theory and understanding for marketers in influencing consumers to have positive WOM communication and brand equity towards sports brands.
 Int. J. Soc. Sc. Manage. Vol. 6, Issue-2: 28-34

Word of mouth communication: A mediator of relationship marketing and customer loyalty

A cross-sectional and quantitative study design, with the aim of explaining the relationship between relationship marketing and customer loyalty, and the mediating role of word of mouth in this relationship was undertaken. A sample of 384 was determined from a population of the mobile telecommunication users based on Krejcie & Morgan sampling framework. The study utilized 384 questionnaires. The authors conducted confirmatory factor, correlation, regression, mediation and SEM for analysis, interpretation and results.While trust, relationship satisfaction and reciprocity components of relationship marketing have been found to be significant predictors of customer loyalty in other studies, our study findings reveal contrasting results. This is a unique finding in our study. However, in line with earlier studies, our findings indicate a positive significant relationship between relationship marketing components of communication, commitment and customer loyalty. The study also finds a significant positive relationship between the relationship marketing components of communication and commitment and word of mouth and a significant positive relationship between word of mouth and customer loyalty. Telecommunication companies should pay attention to relationship encounters that build commitment, should develop targeted communication channels which build positive word of mouth communication. This will ultimately create loyal customers for mobile telecommunication companies.

PERCEIVED SUPERVISOR RESPECT, JOB SATISFACTION, AND WORD OF MOUTH RECRUITMENT AMONG CERTIFIED NURSING ASSISTANTS

Long-term care (LTC) facilities across the United States are suffering from a shortage of Certified Nursing Assistants (CNAs). These direct care workers are vital to the success of the LTC facilities, as they provide the majority of the hands-on care needed by facility residents. Implementing new methods of recruitment is a possible solution to this shortage. One unexplored avenue for CNA recruitment is through word of mouth (WOM) communication. Past research identifies positive WOM communication about an organization as an effective method for increasing potential applicants’ degree of attraction to an organization (Van Hoye & Lievens, 2009). A commonly cited antecedent to positive WOM behavior is job satisfaction. Because the perception that one is respected by one’s supervisors is an important element of CNAs’ job satisfaction, we hypothesized that perceived respect may mediate the association of job satisfaction with WOM. Specifically, the current study utilized self-report measures from the 2004 National Nursing Assistant Survey (n = 2466) to test the indirect effect of job satisfaction on the relationship between CNAs’ perceived supervisor respect and WOM communication (operationalized as willingness to recommend the facility as a place to work). Analyses using a bootstrapping method and PROCESS macro (Hayes, 2013) and controlling for relevant covariates indicated that job satisfaction partially mediates the relationship between perceived supervisor respect and WOM communication. Results suggest that interventions to improve CNAs’ job satisfaction, and particularly perceived respect by supervisors, may lead to an increase in positive WOM communication about LTC facilities to potential employees.

Üniversite Öğrencilerinin Emoji Kullanımları ve Emoji Kullanan Markalara Karşı Tutumları Üzerine Bir Araştırma

The question whether the emoji that is considered to fill an important gap in digital communication by being used as a nonverbal communication cue, has an effect on the attitudes toward brands and word of mouth communication is the main starting point of this research. Aim of this study is to determine whether the emoji usage of university students (both generally and according to gender) affect their attitude toward the brands using emoji, and if this attitude affect their positive word of mouth communication about these brands. Data were collected from university students by a questionnaire and analyzed by using structural equation modeling. The results show that emoji usage of students (both generally and according to gender) has a statistically significant and positive effect on the attitudes toward brands using emoji, and these attitudes have positive and significant effects on their positive word of mouth communication. Besides this, it was also found that the aforementioned effects did not show a statistically significant difference according to gender.

Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification

Despite consumers’ increasing use of social media channels to make their travel experiences more visible to people within their social networks, brand management research in the tourism literature lacks a clear understanding of how social visibility of consumption affects consumer perceptions of their relationships with the brand. Drawing upon social identity theory and the theory of conspicuous consumption, this study extends the current brand management literature by investigating the role of consumption’s social visibility in the formation of customer brand identification in the era of social media. Using the airline industry as the study context, this study suggests that social visibility of consumption leads to cognitive, affective, and evaluative identifications. The results also indicate that the three components of customer brand identification interact with each other in realizing positive word of mouth communication. The findings highlight the significant benefits of making customers’ travel experiences socially visible to people around them.

Internet entrepreneurship and “the sharing of information” in an Internet-of-Things context

PurposeFor entrepreneurs operating in an Internet-of-Things (IoT) environment, it is essential to monitor more systematically, both the interaction with the consumers and the sharing of information among the consumers. The purpose of this paper is to identify the antecedents of word-of-mouth (WOM) in the online SME’s context in terms of consumers “citing the site” to peers in personal communications. A research model integrates the determinants of retail website-specific positive WOM communication, and proposes that WOM about a particular website is influenced by: site-level variables, that is, website quality and interactivity; and consumer-level variables, these being the site user’s satisfaction with and commitment to the website. The research advances the study of IoT entrepreneurship.Design/methodology/approachData were collected from graduate and undergraduate students with business and entrepreneurship majors from a reputed school in the Northeast region of the USA, using an online survey. The hypotheses were then tested with SEM using AMOS 18.0.FindingsFindings suggest that in an IoT context, WOM is influenced by a variety of factors of which the e-satisfaction and attitude toward website constructs play important roles. The study highlights the importance of the e-satisfaction construct and its metrics. E-satisfaction is not only a critical outcome metric, but also a primary predictor of customer e-loyalty, measured in terms of the customer’s positive attitude, stickiness and propensity to spread positive WOM.Originality/valueThe paper contributes to the entrepreneurship and IoT literature with a comprehensive framework of information sharing, interactivity and WOM, showing that specific antecedents drive consumers to cite and advocate for a website to fellow customers. The framework helps retail SME entrepreneurs in the IoT context to design appropriate strategies to influence website visitors’ endorsement of the site to fellow customers.

Classical Music Concert Attendance and Older Adults

Older adults are a lucrative consumer market. In finance and health markets, considerable attention has been devoted to understanding their preferences and the factors that influence their decisions and behaviors. In a classical music concert context, older adults are extremely important; despite accounting for half of all attendees in most countries, little theory-based research explains classical music attendance in general and by these older adults in particular. Using the Model of Goal Directed Behavior (MGB) as a foundation, we collected data from attendees and propose a revised model to capture the behavioral processes involved in the formation of positive word of mouth communication among these consumers. A modified version of the MGB predicted 57% of the variance in word of mouth and the model/data fit statistics were acceptable suggesting that the revised MGB is a robust and viable option when considering leisure behavior or engagement.

Impact of Travel Motives on Destination Image Perception: With Special Reference to Sri Lanka

As same as any other product, the image held by travelers on a specific tourist destination highly influences when selecting alternative tourist destinations. Image perception further has a high impact on tourists’ behavioral intention, return intention, loyalty and positive word of mouth communication. However, literature shows that the majority of past researches have integrated image perception with external stimuli, by ignoring the influence of internal factors such as psychological motives to build up an image perception. Therefore, this study is designed to address the research question whether tourists’ psychological motives have any significant impact on image perception of the tourists on Sri Lanka as a tourist destination. The objectives of the study are to examine whether the association exists between Psychological/Push Motives (PM) and destination Image Perception (IP) of the tourists who select Sri Lanka as a tourist destination and to test whether the association between PM and IP of the tourists is moderated by the tourists’ country of origin (COT). A single cross sectional research design was employed to collect data through a self administered questionnaire. The unit of analysis and the proxies are the international tourists to Sri Lanka. A sample of 220 international tourists, who came to Sri Lanka during January to August, 2014 was selected. The Regression Analysis and the Moderating Hierarchical Regression Analysis were performed to assess the hypotheses. The results show that the relationship exists though it is weak and the relationship moderates by the country of the origin of the tourists. The implication of the research can be used when designing marketing communications to attract new customers (or tourists) and when designing marketing strategies such as segmenting, targeting and positioning.

THE ANTECEDENT AND IMPACT OF GREEN BRAND EQUITY ON HONDA MOTORCYCLE WITH PROGRAMMABLE FUEL INJECTION TECHNOLOGY IN SURABAYA

This study integrates the research model developed by Ng et al., (2014), Chen (2010), and Bekk et al., (2016) and aims to analyze the antecedent and impact of green brand equity on Honda motorcycle with Programmable Fuel Injection (PGM-FI) technology in Surabaya. A theoretical model with hypothesized relationships is developed consisting of nine latent constructs: perceived quality of a brand, brand credibility, green brand image, green brand perceived value, green satisfaction, green trust, green brand equity, brand attitude, and positive word of mouth communication. The method used to collect the data in this study is distributing questionnaire to 260 respondents who meets the sample characteristics that have been determined. Later, the method used to test the validity and reliability of the data is SPSS 18.0 software and the method used to test the hypotheses is Structural Equation Modeling using Lisrel 8.80 software. The results show that brand credibility, green brand perceived value, and green satisfaction have positive influence on green brand equity, thus having role as the antecedents. On the other hand, green brand image and green trust have no influence on green brand equity. Furthermore, the results show that green brand equity has positive influence on brand attitude and positive word of mouth communication, where the positive influence of green brand equity on positive word of mouth communication can be also through mediation of brand attitude. Thus, brand attitude and positive word of mouth communication are impacts of green brand equity.

The Effects of Brand Credibility on Customer's WOM Communication: The Moderator Role of Brand Commitment A Conceptual Paper

The use of brand credibility by companies continues to be a popular method to support the brand commitment, and to encourage the customer to own more satisfaction and positive word of mouth communication about the brand. When the customers focus on the positive aspects of a company, they usually express it by using the positive words of mouth communication, and which in turn is considered the goal of any company. The reason that lies behind using brand credibility is its direct and indirect strong impact that makes customers more positive toward the brand. This theoretical paper develops a conceptual framework that explains how brand credibility affects brand commitment, and brand commitment impacts on the dependent variable which is called word of mouth communication. Furthermore, this framework shows that brand credibility is the independent variable, brand commitment is the mediating variable and the word of mouth communication is the dependent variable of this study.

Computer-Mediated Word-of-Mouth Communication: The Influence of Mixed Reviews on Student Perceptions of Instructors and Courses

The purpose of this experiment was to test the influence of mixed reviews appearing as computer-mediated word-of-mouth communication (WOM) on student perceptions of instructors (attractiveness and credibility) and attitudes toward learning course content (affective learning and state motivation). Using the heuristic-systematic processing model, it was hypothesized that students who received positive valence computer-mediated WOM about an instructor would perceive the instructor as more credible and attractive and would report greater levels of affective learning and state motivation to learn than students who received negative information, mixed-valence information, or no information (control). It was further hypothesized that students who received mixed-valence information would not differ significantly in their ratings of instructors or courses when compared to the control group. Both hypotheses were supported. Results are discussed in light of the heuristic-systematic processing model. The implications for instructional communication and online rating systems are addressed.

Listening to and Learning from Graduates‘ Perceptions: Implications for Change?

The impact of Word of Mouth Communication (WoMC) in attracting new candidates, and thus contributing to the sustainability of Higher Education Institutions, is highlighted in the literature along with its importance as an indicator for quality improvements in course provision. In the present study graduates were questioned concerning their intention to recommend Master courses depending on satisfaction, and tracking any specific characteristics or attitudes which formulate positive or negative WoMC after graduation. A total of 162 Master graduates in Health Management, academic years of admission 2003-2007, completed satisfaction questionnaires which were developed by the authors. WoMC was recorded through the relevant questions in the same questionnaire. Demographic, vocational, educational variables and a satisfaction score based on questionnaire, were tested, in order to measure the effect on strengthening WoMC, using simple and multiple logistic regression. Graduates, who showed high overall satisfaction level of the Master Program they had attended, adopted positive WoMC recommending it to interested parties (OR: 1.11, 95% CI: 1.05-1.17). In contrast, negative WoMC was adopted by those who were unemployed or who have been looking for work when surveyed, (OR: 0.12, 95% CI: 0.02-0.63). It is the first time that Health Management Master graduates of Greek public institutions have been surveyed concerning the effect of satisfaction along with individual characteristics (like sex, age, marital status, first obtained degree, employment status, work consistency with degree) on their intention to recommend the Master courses in question to others. The improvement of career prospects leading to positive WoMC can both attract new students enhancing sustainability of Master courses and also offer stakeholders among others a valuable indicator concerning improvements regarding educational quality.

Examining the Relationships among Antecedents of Guests? Behavioural Intentions in Ghana?s Hospitality Industry: A Structural Equation Modelling Approach

This study empirically examines the critical antecedents of behavioural intentions and the structural interrelationships that exist among the antecedents in the hotel industry in Ghana. The study was a cross-sectional survey of 700 respondents using structured questionnaire personally administered. A usable 359 questionnaire were obtained, representing 51.3% response rate and analysed using Structural Equation Modelling approach. The findings indicate that the proposed model has high goodness-of-fit indices and explains 89.5 and 91% of the two behavioural intention variables loyalty and Positive Word of Mouth Communication (PWOMC) respectively. It also found that loyalty could be influenced through PWOMC, customer satisfaction, perceived service quality, perceived value and perceived quality of ambient factors, whereas PWOMC was influenced by satisfaction, perceived value and perceived quality of Ambient factors. Theoretically, the study fills the dearth of conceptual models in understanding the critical determinants of BI in the hotel sector in developing country context. It also provides important implications for marketing management in hotel industry. Limitations of the study are noted and recommendations for future research have been suggested. This study contributes to the body of knowledge in the area of consumer loyalty in the hospitality industry.