Positive Word Of Mouth Research Articles

Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs

Innovative companies are experimenting with branded NFTs as part of their marketing strategies to engage consumers who are seeking exclusive content. Young consumers tend to be early adopters of blockchain technologies and are seeking branded NFTs for their own purposes. Using a U.S. sample of Gen-Z and Millennials (n = 1,053), we examined the values (i.e. informative, entertainment, unique, expressive values) consumers are seeking in the acquisition and display of branded NFTs and explored how their tendencies toward status consumption, perceived financial constraint, and dispositional innovativeness influenced their willingness to engage in brand WOM. The analyses confirmed the proposed model and revealed that value perceptions (unique, entertainment, and expressive values) helped elicit an individual’s sense of status consumption and dispositional innovativeness. This relationship resulted in positive brand WOM. For the financially constrained, the unique value offered by NFTs was important for positive WOM to manifest. This research helps both marketers and policymakers better understand consumers’ psychological responses to branded NFTs.

Building Loyalty through Usability and Satisfaction with RedDoorz Website Services

This study aims to analyze the effect of satisfaction in building loyalty and positive word of mouth on RedDoorz users in Bandar Lampung. The main objective was to examine the effect of loyalty mediation on the effect of Word of Mouth satisfaction. To answer this goal, a quantitative research design was used by distributing questionnaires to 250 RedDoorz users. 200 usable data were analyzed with Structural Equation Modeling Analysis, Based on Covariance. The results showed that loyalty plays a role in mediating the effect of Word of Mouth satisfaction. That is, the higher the satisfaction of users or customers, the more loyalty is created, the more positive word of mouth will grow. This implies that the management must increase consumer loyalty in terms of financial transactions every time they make hotel reservations online because there are still complaints about financial transaction failures.

The Effect Of Service Quality, Brand Experience, Price, Trust, And Convenience Toward Customer Satisfaction And Its Effect To Positive Wom Of Bridestory Indonesia

This study aims to examine the influence and effectiveness of digital marketing dimensions in producing Positive Word of Mouth as the key to brand development in the digital realm. These digital marketing dimensions are Service Quality, Brand Experience, Price Perception, Customer Trust, and Online Convenience, as well as Customer Satisfaction as a mediating variable. The research was conducted using quantitative methods with 206 respondents using Partial Least Square and Structural Equation Modeling (PLS-SEM). This study shows that the Customer Satisfaction variable which is examined through questionnaires and hypothesis testing using SmartPLS-SEM, has a direct influence on Positive WOM. Customer satisfaction itself is also heavily influenced by Service Quality, Brand Experience, Perceived Price, Customer Trust, and Convenience.

Determinants of digital wallet adoption and super app: A review and research model

Abstract As many companies are transforming through digitalisation to increase efficiency and effectiveness of business processes, financial technology firms innovated the digital wallet as an omnichannel payment to facilitate the digital payments. This review aims to explore the conceptual structure of the digital wallet knowledge base in business and management literature and the determinants that influence the consumer adoption decision of a digital wallet. A bibliometric approach is used to analyse 156 Scopus-indexed documents in this study field. Author co-citation reveals four key schools of thought: digital marketing and consumer behaviour, management and business analytics, mobile commerce and technology, and information and communication technology. The temporal overlay keyword cooccurrence map shows the topical focus changes of research from mobile payment technology, business uses, and determinants of digital wallet adoption. The top cited empirical documents also show that perceived usefulness, perceived ease of use, trust or perceived ability, perceived risk, and perceived value are consumers’ key considerations in choosing digital wallets for payments. This review seeks to contribute to both scientific knowledge and the model of research practice that could provide insights into digital wallet payment. The comprehensive research framework proposes the facilitators and inhibitors which employ the status quo bias theory and presents the mediating effects of the unified theory of acceptance and use of technology constructs on behavioural intention to use a digital wallet, positive word of mouth, and user satisfaction. Four additional determinants augment the existing theories, including perceived trust, perceived security and privacy, promotion, and super app for novelty.

노인관광객의 국외여행 경험가치가 관광지 이미지와 고객만족 및 충성도에 미치는 영향

Purpose In this study, we tried to empirically verify the effect of the experience value of overseas travel of elderly tourists on the image of tourist destinations and customer satisfaction and loyalty.
 Methods The survey for the empirical study was conducted at a restaurant for the last meal before moving to the airport after traveling to elderly tourists aged 60 or older who visited Thailand on a package tour after COVID-19.
 Results As a result of the factor analysis, the experience value of the elderly tourists' overseas travel was classified into social value, emotional value, economic value, service value, aesthetic value, and functional value, and the image of the tourist destination and customer satisfaction and loyalty were each classified as a single dimension. As a result of hypothesis testing, it was verified that functional value, economic value, and service value among the components of experiential value had a significant effect on the image of the tourist destination, but emotional value, social value, and aesthetic value had no significant effect. In addition, social value and service value were analyzed to have a significant effect on customer satisfaction, but emotional value, functional value, economic value, and aesthetic value were analyzed to have no significant effect. Finally, it was verified that the tourist destination image and customer satisfaction had a significant effect on loyalty.
 Conclusion In the end, it was studied that the overseas travel experience value of elderly tourists positively changes the image of tourist destinations, increases customer satisfaction, and increases tourists' revisit, positive word of mouth, and recommendation intention.

Exploring Human-Centric Attributes of Smartphone Set and Their Influence on Brand Advocacy by the Customers: Testing the Moderating Role of Gender Identity

This paper investigates the impacts of human-centric brand attributes and their associated dimensions on advocacy by the consumers. This study also tests the moderating role of gender identity of the consumers on the above stated issue. The paper adopted a mixed mode approach where at first a primary list of attributes was purified based on the qualitative comments of academics and industry experts. Later on, authors collected 861 primary quantitative data from young consumers of a developing country and analyzed those through structural equation modeling. This study offers a 29-attribute eight-dimensional brand personality and WOM model for smartphone brands. Results revealed that quick problem solver, empathetic, professionalism, trustworthy, and competent are the preferred human-centric attributes among the young customers while choosing a smartphone brand. Results also found that gender identity plays a significantly differentiating role while spreading positive WOM for a smartphone brand. Young users with masculine identity emphasize on sociability and intellectuality dimensions and their associated human-attributes while promoting positive WOM regarding the smartphone brand. Users with feminine traits on the other hand share more about emotionality and physicality aspects of the brand during advocacy.

Green food packages’ effects on consumers’ pre- to post-consumption evaluations of restaurant curbside pickup service

PurposeThis study aims to assess green food packages’ role in sustaining a restaurant’s curbside pickup service on three stages of consumer experiences: choosing a restaurant, evaluating their experiences of a recent purchase and weighing their post-consumption behavioral intentions after the recent purchase.Design/methodology/approachThe service encounters framework and relevant literature guided the development of the questionnaire. A Qualtrics panel data of 314 valid questionnaires were collected and analyzed with choice experience, ordinary least squares regression and PROCESS modeling.FindingsFirst, word-of-mouth (WOM) and function encounters significantly influence consumers’ first-time curbside pickup purchasing decisions. Then, service results encounter (besides distributor encounter) most significantly affects consumers’ overall curbside pickup experience. Finally, green food packages increase consumers’ shares of future purchases through their positive WOM intentions and extra efforts of revisiting the restaurant. Consumers’ perceived importance of green restaurant practices strengthens green food packages’ positive impact on extra efforts.Practical implicationsThis study provides operational and marketing insights for restaurants to use food packages and sustain their curbside pickup service.Originality/valueBesides assessing consumers’ evaluations and behavioral intentions for an off-premises restaurant service expected to stay beyond the pandemic, this research uniquely focuses on green food packages, a sustainability issue lacking research attention. The findings add new empirical insights to studies about sustainability and restaurant/food–retail operations.

How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption?

ABSTRACT This study empirically investigates the combined effects of social factors such as word-of-mouth (WOM) and individual psychological factors such as moral judgment and saving face on consumers’ purchases of counterfeit luxury goods. Using a snowball sampling method, we gathered data from 257 Chinese consumers who had purchased counterfeits and tested our hypotheses using a hierarchical multiple regression model. We found that positive WOM and moral judgment increased counterfeit luxury purchases. Interestingly, saving face was found to mitigate the impact of positive WOM on counterfeit luxury purchases. This study contributes to the existing body of knowledge on consumer behavior regarding counterfeit luxury purchases by introducing innovative insights and proposing new moderating predictions related to moral judgment and saving face. Additionally, the findings have practical implications for global luxury companies, enabling them to devise effective marketing and communication strategies that dissuade consumers from buying counterfeits. In particular, the study emphasizes the importance of considering saving face from a cultural standpoint to discourage counterfeit purchases.

Influence of social media influencer authenticity on their followers' perceptions of credibility and their positive word-of-mouth

PurposeIncreasing followers' positive word-of-mouth (PWOM) is a critical means through which social media influencers (SMIs) marketers can increase SMIs' follower count. Studies have reported that authenticity and credibility increase followers' PWOM and have identified the dimensions of authenticity (i.e. originality, naturalness and continuity) and credibility (i.e. attractiveness, trustworthiness and expertise). However, the mechanisms underlying the associations among these dimensions are unclear. Drawing from social exchange theory, the authors developed an integrated conceptual model and explored how the dimensions of SMI authenticity affect those of followers' perception of credibility. Moreover, the authors analyzed how followers' perception of credibility affects the followers' PWOM behavior.Design/methodology/approachThe authors collected 463 valid questionnaires from respondents that followed at least one SMI. Additionally, the authors developed a structural equation model for data analysis.FindingsThe results revealed that the subdimensions of SMI authenticity have different effects on followers' perception of credibility. An SMI's continuity positively affects followers' perceptions of the SMI's trustworthiness and expertise. The naturalness of an SMI positively affects followers' perception of the SMI's attractiveness but nonsignificantly affects followers' perception of the SMI's trustworthiness. Additionally, an SMI's originality positively affects followers' perception of the SMI's attractiveness but negatively affects followers' perception of the SMI's trustworthiness. Finally, followers' perceptions of an SMI's attractiveness, trustworthiness and expertise all positively affect followers' PWOM behavior.Originality/valueBy employing multidimensional constructs, the authors obtained results that provide a comprehensive understanding of the effects of SMI authenticity on the SMI's followers' perception of followers' credibility. These results can be used by SMIs to increase SMIs followers' PWOM by determining which aspects of authenticity and credibility SMIs should develop.

How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective

PurposeThis research focuses on the role of product acquisition cues in positive word-of-mouth (PWOM) content on social media, comparing the characteristics of different sources of product acquisition (purchased vs. gifted) and exploring whether and how they affect consumers' reliance on word-of-mouth (WOM).Design/methodology/approachThe research model was developed based on the mental imagery theory. Two offline experiments and two online experiments were used to test the proposed hypotheses.FindingsThe results show that, compared to the purchased source, the gifted source evokes more positive mental imagery and greater emotional attachment to the product, resulting in greater consumer reliance on PWOM. In addition, the effect of the source of product acquisition on reliance on PWOM was stronger for experiential (vs. material) products and for consumers with higher interdependent (vs. independent) self-construal.Originality/valueThis research highlights the role of product acquisition cues in PWOM in influencing consumers' evaluation of WOM, while also revealing the processes inherent in how consumers process information through mental imagery. The findings provide a more comprehensive understanding of the antecedents of reliance on WOM and offer new insights and recommendations for management practitioners.

Customer preferences for staycation package attributes

PurposeThis study aims to progress scholarly understanding of the staycation phenomenon by examining customer segments and documenting local customers’ attribute preferences.Design/methodology/approachA stated choice experiment is used to examine customer preferences for staycation package attributes. Latent class discrete choice modeling is deployed to classify customers into market segments based on their preferences. The profile of each segment is enhanced by documenting customer characteristics and consumption styles.FindingsSix prominent market segments are identified using a combination of sociodemographics, consumption styles and staycation attribute preferences. The findings draw on consumer experiences during the COVID-19 pandemic to generate theoretical insights into preferred staycation packages. Empirically, the estimation results from the research framework and choice experimental method demonstrate that staycation market segments exhibit distinct preference structures.Research limitations/implicationsPractitioners and policymakers can incorporate the findings of this study in designing and/or assessing staycation packages. This can ensure differentiated products for defined segments that resonate within local communities through positive word of mouth, thus offering prospective spillovers to visiting friends and relatives.Originality/valueThis is a pioneering study on preference heterogeneity from the customer perspective, with a focus on staycation markets. The findings can encourage and assist hotel sector leaders to capitalize on local market developments to achieve a more resilient hospitality business model.

تأثير تجربة تعديل الخدمة على تغيير نيات المرضى وتناقل الكلام الإيجابي في المستشفيات الخاصة في الكويت: تأثير التزام المريض كمتغير وسيط

Objectives: Touchpoints of the service recovery experience in private hospitals in Kuwait were identified and validated. Then, a research model was developed to study the effect of service recovery experience on patient’s switching intentions and positive word of mouth with patient commitment as a mediator. Method: Service recovery touchpoints of patient experience were identified by focus group and a sample of private hospital patients in Kuwait was recruited using a snowballing sampling procedure with an online-survey platform. The proposed research model was validated via two-stage structural equation modeling in AMOS 27 statistical software. Path analysis examined the mediating effects of patient commitment in the examined relationships. A sample of 171 patients in private hospitals in Kuwait was recruited for the exploratory factor analysis [EFA] and a separate sample of 976 patients was recruited for the confirmatory factor analysis [CFA]. Results: The findings confirmed a significant direct effect of service recovery experience on patients’ positive word of mouth and a significant indirect effect through patient commitment as a mediator. On contrary, service recovery experience was related to patients’ switching intentions only through the indirect link of patient commitment, which provided support for the full mediation model. Conclusion: Private hospitals should pay much attention to service recovery experience and allocate resources across critical touchpoints to enhance patient relationship.

I am Addicted to You My Love: Exploring the Crucial Significance of Brand Addiction

Brand addiction is a recent consumer construct and is an extremely affective relationship that a consumer can have with a given brand. Research on brand addiction has been very limited. Keeping this in view, the present study aims to investigate, if brand addiction can drive brand loyalty while driving other crucial managerial outcomes (i.e., positive word of mouth, resistance to negative information, willingness to pay premium and social media following). These relationships are examined using the perceptions of 306 Indian consumers. Structural equation modelling has been used for the analysis of the present study. The results confirm that brand loyalty mediates the relationship between brand addiction and other above-mentioned consequences positively. Further, the study also posits that ‘duration of use’ does not significantly moderate the above-mentioned relationships.

Reviving the experiential store: the effect of scarcity and perceived novelty in driving word-of-mouth

PurposeExperiential stores offer potential for emotional brand-consumer connections and word-of-mouth (WoM) generation. Past research links the lifecycle of such stores with perceived novelty, a defining characteristic that has not received sufficient recognition. Scarce products are identified as a promising strategy to enhance novelty perceptions. Additionally, the authors differentiate between electronic and interpersonal WoM, and consider need for uniqueness (NFU) as a relevant personality variable.Design/methodology/approachThis study encompasses three experiments that seek to shed light on suggested relationships. The first two experiments explore the interplay between scarcity, perceived novelty, and WoM. Moving forward, the third study delves deeper into the matter, scrutinizing the conditions under which scarce products manifest their utility in experiential stores.FindingsThe findings indicate that incorporating scarce products can rejuvenate the novelty aspect of experiential stores and promote positive WoM outcomes. Additionally, including NFU as a personality variable presents a communication dilemma, as high NFU individuals tend to engage more in electronic WoM but less in interpersonal WoM. However, this relationship is contingent on circumstances, with high NFU individuals showing a greater inclination towards interpersonal WoM when the probability of being imitated is low.Practical implicationsThis study offers practical guidance for brand managers aiming to sustain the appeal and success of their experiential stores, as well as for commercial real estate managers seeking to revitalize vacant spaces in the post-COVID-19 era.Originality/valueThis pioneering study investigates the role of perceived novelty and scarce products in experiential stores, aiming to identify optimal conditions for favorable consumer responses. It also contributes to research on the forward spillover effect and underscores the importance of interpersonal proximity in WoM investigations.

Smart customer experience, customer gratitude, P-WOM and continuance intentions to adopt smart banking services: the moderating role of technology readiness

PurposeSmart banking services (SBS) are critical for developing countries to achieve developmental goals. The success of SBS is dependent on the considerable perceived customer experience of provided services. Based on technology adoption studies, this study aims to model smart customer experience (SCE) outcomes by investigating the relationships between SCE, customer gratitude, continuance intentions and positive word-of-mouth (P-WOM).Design/methodology/approachThe current research included 384 bank clients as participants. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsAccording to the findings, SCE directly increases customer gratitude, continuance intention to adopt smart services and P-WOM. Customer gratitude enhances continuance intentions and P-WOM. Additionally, customer gratitude mediates the relationship between SCE, continuance intention and P-WOM. Finally, the findings revealed that customer innovativeness and optimism play a substantial moderating impact among the variables studied.Originality/valueThis is the first research to include all of these variables. Furthermore, to the best of the authors' knowledge, this is the first empirical study of these linkages in the banking sector of emerging nations.

Patient satisfaction with Indonesian sharia hospital services: Halal healthcare tool and implications for loyalty-WoM

Purpose − Analyze the psychology of patients related to halal healthcare tools that impact their loyalty intentions to Sharia hospitals in Indonesia for health visits and the implications of word of mouth on the community.Methodology − The research employed quantitative techniques by utilizing cross-sectional survey information gathered from Sharia hospital patients in Indonesia, selected through convenience sampling methods. The study analyzed a total of 229 patient responses through the application of structural equation modeling.Findings − Sharia facilities, doctor-nurse services, medical expertise and administrative conduct as indicators of halal health services affect patient satisfaction in sharia hospitals. However, there is resistance to the influence of the medical facility atmosphere on satisfaction caused by the concentration of patients in medical services and solving health problems. Patient satisfaction affects loyalty which in turn gives a positive word of mouth effect.Implications − Islamic hospitals should prioritize patient assessment and satisfaction by reviewing their physical facilities, cleanliness, comfort, and spiritual needs. Medical personnel should enhance communication and sharia-compliant practices. Digitalization and improved service standards are essential, requiring adaptability and technology integration. Regular evaluations and external monitoring are vital. The government should collaborate with relevant ministries and organizations to intensively monitor and improve the quality of sharia hospitals. Originality − This study develops new knowledge on indicators of special services for sharia hospitals according to halal standards by integrating the outputs of satisfaction, loyalty and Word of Mouth (WoM) outputs which have been separated so far but have a chronological sequence in line with existing marketing theory.

Four decades of negative word‐of‐mouth and negative electronic word‐of‐mouth: A morphological analysis

AbstractCustomers voice their negative brand experiences to their family and friends in the form of negative word‐of‐mouth (NWOM). Web 2.0 enables the sharing of NWOM in electronic format on various social media sites, online customer review forums, and blogs, which is known as negative electronic word‐of‐mouth (NeWOM). Researchers need to study the spread of NWOM/NeWOM to prevent adverse consequences for companies and suggest an optimal response for its redressal. Existing literature review studies have focused on word‐of‐mouth (WOM) and electronic WOM (eWOM) and have considered both positive and negative WOM and eWOM concurrently. Past literature reviews have captured the breadth of the WOM domain, ignoring the depth. This research article contains a review of 282 journal papers capturing the depth of the extant literature by focusing solely on ‘negative’ WOM and eWOM (NWOM and NeWOM), and presents a broad view of the NWOM and NeWOM domains using morphological analysis (MA). This will help to conceptualize and categorize the existing state‐of‐the‐art literature into broad dimensions and identify future research opportunities. The MA framework helps to bifurcate this literature into the following four dimensions: (i) nomenclature of NWOM and NeWOM, (ii) antecedents of NWOM/NeWOM, (iii) impacts of NWOM/NeWOM, and (iv) prevention and recovery response to NeWOM. Further dissection of these four dimensions leads to 15 sub‐dimensions and 217 variants. Combinations of the 217 variants enable the identification of 550 novel future research opportunities in the area of NWOM and NeWOM.

KAJIAN LITERATUR : PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MAKANAN KERIPIK BALADO DI SUMATERA BARAT

The purpose of this research is to find out how the influence of word of mouth on the purchasing decision of balado chips in West Sumatra. This study uses a literature review analysis with sources such as Sciencedirect, Researchgate, and Google Scholar. There are ten articles analyzed. Literature studies were also conducted on various book sources and internet sources. The results showed that word of mouth had a positive impact on purchasing decisions for balado chips. Balado chips also have their own characteristics and characteristics. The results of this literature review research indicate that purchasing decisions on Balado chips can be increased by positive word of mouth and improved marketing strategies to create future purchases.

The Influence of Experiential Marketing and Service Innovation against Positive Word of Mouth with Patient Satisfaction as a Mediating Variable at Ntb Provincial Hospital

The phenomenon of the emergence of many hospitals and increasing public knowledge and awareness about health causes demands on health care providers including hospitals are also increasing. The hospital must maintain its positive image to be able to seize the market. One of the positive images is built by positive word of mouth (positive WOM). Many factors encourage the formation of positive WOM. This study aims to examine the effect of experiential marketing and service innovation on positive WOM mediated by patient satisfaction. The population is all patients of NTB Provincial Hospital with a total sample of 100 people. The retrieval technique uses the purposive sampling method. Data analysis using SEM-Partial Least Square (PLS). The results showed that experiential marketing does not have a direct effect on positive WOM, but must be mediated by patient satisfaction. Experiential marketing and service innovation have a positive effect on patient satisfaction while service innovation has a positive effect on WOM both directly and mediated by patient satisfaction.

The Influence of Experiential Marketing and Service Innovation against Positive Word of Mouth with Patient Satisfaction as a Mediating Variable at Ntb Provincial Hospital

The Influence of Experiential Marketing and Service Innovation against Positive Word of Mouth with Patient Satisfaction as a Mediating Variable at Ntb Provincial Hospital