Role Of eWOM Research Articles

The power of electronic Word of Mouth in inducing adoption of emerging technologies

This study examines the influence of electronic Word-of-Mouth (eWOM) on consumer expectations and intentions to adopt emerging technologies, specifically focusing on cryptocurrency payment methods. Employing the Elaboration Likelihood Model (ELM), the research utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (PLS-MGA) to analyze data from a diverse sample of 505 respondents sourced from MTurk. The findings reveal that the quality, consistency, and volume of eWOM significantly shape consumer expectations. Notably, the two-sidedness of online reviews does not have any substantial impact on both expectations and adoption behaviors toward cryptocurrency payment methods. Furthermore, factors such as the time spent online, and the frequency of online shopping were found to partially moderate the effects of eWOM on adoption behavior. This research contributes pioneering insights into the role of eWOM in influencing consumer attitudes towards cutting-edge technologies, extending existing knowledge beyond traditional consumer decisions to include technological adoption, particularly in digital finance. This offers valuable implications for technology firms and digital marketers aiming to harness eWOM to promote new technological solutions.

Consumer Intention and the Role of eWOM in the Movie Industry

This study attempts to examine the impact of electronic word-of-mouth (eWOM) on consumer intent to purchase movie tickets. Using various methods, including ANOVA and linear regression, this research seeks to elucidate the influence of eWOM on consumer decision-making in the context of deciding which movie ticket to buy. Findings indicate a significantly positive relationship between eWOM and purchase intention, in correlation with the role of consumer trust, consistent with prior research on the power of online reviews. Further, the study reveals age as a moderating variable, showing variations in the effect of eWOM across demographic segments. By illustrating the correlation between consumer intent and eWOM within the film industry, this research offers insights for industry professionals to adapt their strategies based on audience preferences

Enhancing Purchase Decisions: The Role of E-WOM, Online Customer Review, and Free Shipping Promotion

Enhancing Purchase Decisions: The Role of E-WOM, Online Customer Review, and Free Shipping Promotion

Demystifying the Effect of Social Media Advertising on Purchase Intention of Millennials: Role of eWOM and Privacy Concerns

The substantial impact of businesses’ strong online presence on consumers’ spending habits, especially among decision-makers, cannot be overstated. One of the forms of online product reviews is electronic word-of-mouth (eWOM), and it has a significant impact on consumers’ attitude towards a product as well as their intentions to purchase. This article aims to provide a conceptual framework that assesses how eWOM and privacy issues affect Indian millennials’ attitude towards social media advertising and the subsequent effect of attitude on purchase intention. The data were gathered through non-probability sampling from 340 social network users utilising an online questionnaire through Google Forms. The adapted scales were validated using confirmatory factor analysis, followed by path analysis using SPSS AMOS 26.0 to examine numerous hypotheses that had been formulated. The results revealed significant relationships that are helpful in recognising the attitude and purchase intention of Indian millennials regarding social media advertisements. The study can be helpful to brand managers, marketing executives, and advertisers in generating social media commercials by incorporating key elements that can positively mould attitudes and further develop purchase intention.

Perceived Value and Purchase Intention of E-commerce Platform: The Role of eWOM

Perceived Value and Purchase Intention of E-commerce Platform: The Role of eWOM

Influential Celebrities In Sustainable Online Shopping: A Theory Of Reasoned Action Insights

ABSTRACTThe implementation of lockdown in 2020 as a response to COVID-19 has led to significant behavioral changes, pushing society to adapt to online transactions. This research aims to analyze the influencing factors such as e-trust, e-wom, e-servqual, and celebrity endorsers on online purchase decisions, as well as examine the moderating effect of celebrity endorsers on these decisions. The research methodology used is quantitative with stratified sampling techniques, employing the Structural Equation Model Partial Least Square (SEM-PLS) with WarpPLS 8.0 software. The results of the study indicate that e-trust and e-WOM have a positive and significant impact on online purchase decisions, while e-service quality does not have a significant influence. Another finding is that celebrity endorsers can moderate e-trust, strengthen consumer trust in online transactions, and impact purchase decisions. However, celebrity endorsers are not effective in moderating e-WOM and e-service quality in online purchase decisions. In this context, e-trust, e-WOM, and celebrity endorsers play crucial roles in influencing online purchase decisions, in line with the Theory of Reasoned Action. The practical implications of this research emphasize the importance of building consumer trust in online transactions and managing the use of celebrity endorsers wisely to enhance purchase decisions. E-commerce companies and online platforms need to provide high-quality services to strengthen consumer trust. Moreover, the role of e-WOM should also be considered to influence purchase decisions and improve online service quality according to consumer expectations. The policy recommendations resulting from this research highlight the need for companies to focus on managing consumer trust and utilizing celebrity endorsers wisely to enhance sustainable online shopping.

A literature review study of electronic word of mouth factors that influence purchasing decisions

The rapid growth of social media platforms such as Instagram makes it easier for businesses to market their products via the internet. Marketing is frequently done via the internet, and this marketing is made more widely known through social media, and it may even become a trending product. Electronic word of mouth is one of the marketing communication strategies used by businesses with the help of the internet. This strategy is used to achieve a specific goal, such as purchasing decisions. This is what makes the purpose of this study, namely to see whether there is an effect of electronic word of mouth personal body care products on purchasing decisions as buying behavior. This study reviewed previous research with a specific set of processes as a literature review. SLR research is carried out for various purposes, namely to identify, review, evaluate, and interpret all available research on interesting topic areas with specific relevant research questions. This study found that e-WOM had a positive and significant effect on purchasing decisions. There is discussion about the forming factors of e-WOM, the role of e-WOM on consumer behavior, and many other discussions that discuss e-WOM in influencing purchasing decisions. The usefulness of reviews from other reviewers is considered an important factor influencing buyers purchasing decisions in this age of high-tech, it's no wonder that consumers place the greatest trust in people they know and the online opinions of fellow shoppers.

Peran e-Wom dalam Memediasi Pengaruh Kualitas Website dan Kualitas e-Service terhadap Niat Membeli Kembali

The aim of the research is to analyze the influence of website quality, e-service quality, e-WOM, the role of e-WOM in mediating the influence of website quality and e-service quality on repurchase intentions. Case in purchasing service tickets and expeditions for users of the PT PELNI site. This research is an associative quantitative research using a questionnaire distributed to 100 respondents. The research results found that website quality, e-service quality and e-WOM had a significant positive effect on repurchase intention, e-WOM did not act as a mediator in the influence of website quality on repurchase intention, while e-WOM played a role as a mediator in the influence of e-WOM quality. service on repurchase intentions. The research findings have implications for the development of marketing management science, and practical implications in efforts to increase repurchase intentions. The next suggestion is to make efforts to improve the quality of the website by designing a website appearance that is easier to understand.

DIGITAL MARKETING DAN PERANAN ELECTRONIC WORD OF MOUTH SERTA INOVASI PRODUK PARIWISATA PENGARUHNYA TERHADAP LOYALITAS WISATAWAN DI MUSEUM GEOPARK BATUR KINTAMANI

Batur Geopark is a geological tourism area located in Bangli Regency, Bali. This area is famous for its natural beauty, including Mount Batur which is the icon of the area. Another thing that attracts destinations in this area is the Batur Geopark Museum. Batur Geopark has long been a popular tourist destination. With this popularity, the visits to this destination area are quite high. Likewise, with the Batur Geopark Museum. With the high intention of tourists to visit, it is necessary to make efforts to maintain tourist loyalty. The purpose of this study was to analyze the effect of digital marketing, e-word of mouth, product innovation on the loyalty of Batur Geopark museum tourists. The location of this research is the Batur Kintamani Geopark Museum located on Jalan Raya Penelokan, Kintamani, Bangli, Bali Province. The method of determining the sample using random sampling with the slovin formula, with a total sample of 100 respondents. The data collection method in this study used a questionnaire with a scale likert (5 scale). The data analysis technique used is multiple linear regression analysis. The results showed that digital marketing has a positive and significant effect on tourist loyalty. The role of e-WOM has a positive and significant effect on tourist loyalty. Tourism product innovation has a positive and significant effect on tourist loyalty. Digital marketing, the role of e-WOM and tourism product innovation have a positive and significant effect on tourist loyalty.

The Role of E-WOM in Stimulating Tourist Visits to the Bandung Zoo

The purpose of this study was to examine the effect of the E-WOM dimension on revisit intention mediated by the destination image of Bandung Zoo tourists. The instruments used to collect data have passed validity tests based on both logical and empirical approaches. The characteristics of the respondents in this study were tourists with a minimum age of 17 years who had visited the Bandung Zoo at least once during the past year and had read E-WOM about the Bandung Zoo through internet media which were the objects assessed in this study as many as 100 people. The type of data in this study is included in the primary data. The data collection technique used is cross-sectional or one shot study. Data processing techniques through surveys using online questionnaires. The data analysis technique used is multiple linear regression using SPSS version 25 and using the Sobel test. Of the ten proposed research hypotheses, eight of them are supported by empirical data. The findings of this study indicate that E-WOM influences revisit intention directly or indirectly. Meanwhile, the use of other concepts to directly influence revisit intention can be proposed by future researchers. The results of this study are also useful for the management of the object being assessed and the similar tourism industry regarding the design of strategies to improve the quality of these attributes.

Trends of Nomadic Tourism Using Campervan as A Tourism Attraction for Millenials to Travel In Bali

Bali has natural beauty from beaches to mountains, which attract tourists to visit, especially the millennial generation. Millennials are said to have a fairly high mobility. The level of their desire to travel is also not small. Therefore this generation is generally known as adventurers. Especially in terms of traveling or taking advantage of free time, this generation has started traveling to new places that are not widely known, and are considered interesting. The rapid development of tourism is currently creating various trends, one of which is nomadic tourism. The term nomadic tourism is still very common among the people. The purpose of this study is to focus on alternative tourism that can be carried out by nomadic tourism for millennials by using a campervan as a tourist attraction for traveling in Bali. The method used is descriptive qualitative. The informant gathering technique used was snowball sampling, in this case the interviewees ranged from tourists using campervans to entrepreneurs providing campervan services. The results of this study are to find out one of the facilities that support nomadic tourism, namely campervans which nomadic travelers have begun to glance at to support their traveling activities around exploring one destination to another.
 Keywords: The Role of E-Wom, The Intention of The Millenial Generation, Visit Tourism Village

What drives students to adopt m-learning apps? The role of e-WOM in signalling theory perspective

ABSTRACT With the advent of smartphones, the means of information exchange have significantly changed. Technological innovations such as m-learning via smartphones are important for future education because they provide many benefits such as the ability to learn at any time and from any location. The study aims to investigate the student’s adoption intention of m-learning apps framed by e-WOM in the context of Signalling theory. A cross-sectional survey was conducted on university students in India. Smart-PLS 3.0 was used to analyse the data. The model explains 58.2% of the variance in user engagement from e-WOM (user-generated and marketer-generated) and 49% of the intention to use. The findings reveal that e-WOM as a signal moves from the sender (marketer in this study) to the receiver (students in the present context), which develops the m-learning app engagement, leading to trust. Furthermore, the findings confirm the impact of user trust on the adoption intention of m-learning Apps. The conclusion, implications and limitations are presented.

Role of eWOM in Selecting Branded and Unbranded Electronic Products Online

The prior studies reflected that eWOM has significant positive impact on different marketing outcomes but study of impact of eWOM on online purchase intention is comparatively a less explored area. Prior research has demonstrated a strong influence of eWOM on consumers. However, it is not known whether individuals react differently to eWOM when it concerns branded products rather than unbranded products. This paper therefore examines the impact of branded and unbranded electronic products on consumers’ reaction towards positive and negative eWOM. The study is conducted to highlight the customer preference of branded and unbranded electronic products by reviewing eWOM patterns online in Lucknow, Uttar Pradesh region. The current study is limited to the sample size of 150 customers who purchased electronic products online. The study depicts that both the perception level as well as behavioural level show that eWOM has a stronger influence on purchase intention for unbranded electronic products as compared to branded electronic products. At a perception level negative messages are seen as more negative when concerning branded electronic products rather than unbranded electronic products. Thus, the role of eWOM in selecting branded and unbranded electronic products in online context is examined in the paper.

Understanding the moderating role of E-WoM and traditional media advertisement toward fast-food joint selection: a uses and gratifications theory

ABSTRACT The purpose of the study is to examine the antecedents/predictors toward customers’ desire to choose a fast-food joint/base in a developing country (Ghana). The partial goal is to assess the moderating role of traditional media advertisement and electronic Word-of-Mouth (eWOM) in the fast-food business. Relying on the ‘Uses and Gratifications Theory,’ we adopted a quantitative research inquiry with 405 valid responses from fast-food customers in the Cape Coast metropolis (Coastal area) of Ghana. Using a PLS-SEM, results revealed that, the variables, particularly, convenience and time, menu price, and taste and preference were significant factors influencing fast-food patrons to select a fast-food joint/base. Additionally, the moderation analysis revealed that, television and radio advertisement, as well as eWOM play a significant role on the interaction between taste and preference and the desire to choose a fast-food joint/base for a regular meal. The research outcome offered a strategic marketing guideline for fast-food operators particularly, with communication and advertising strategies that could enhance their market share while ensuring a competitive business environment. Limitation and recommendations for future study have been considered.

The role of electronic word of mouth (eWOM) and the marketing mix on women’s purchasing intention of children's dietary supplements

PurposeThis study aims to examine and validate the role of electronic word of mouth (eWOM), a mediating factor between the marketing mix elements (product, price, place and promotion) and women's purchasing intention of children's dietary supplements in the Jordanian environment culture context.Design/methodology/approachThe data of the research was collected through online and offline questionnaires using a connivance sample of 370 women who have children and live in Amman, the largest city in Jordan.FindingsThe findings showed a partial effect of the eWOM as mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements. The findings also revealed significant positive effects of price and place as marketing mix elements on women's purchasing intention of children's dietary supplements, while the product and promotion elements were found insignificant.Originality/valueThis paper contributed to consumer buying behaviour theories by filling a gap in the literature regarding the role of eWOM as a mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements in a developing country like Jordan for the first time.

Does Social Media Advertising Value Influence Women's Dietary Supplement Purchase Intentions The Mediating Role of eWOM.

Does Social Media Advertising Value Influence Women's Dietary Supplement Purchase Intentions The Mediating Role of eWOM.

Exploring the relationship between seller selection and purchase intention: the mediating role of e-WOM and trust

Exploring the relationship between seller selection and purchase intention: the mediating role of e-WOM and trust

Exploring the relationship between seller selection and purchase intention: the mediating role of e-WOM and trust

Exploring the relationship between seller selection and purchase intention: the mediating role of e-WOM and trust

Od "samo gledam" do rezervacije avio karte

The online booking behaviour of tourist website visitors shows that there is a transition from browsing to the purchasing process. Potential travellers are expected to benefit from a broad range of market opportunities made available by the Internet, the most revolutionary of which is the opportunity for price reductions as a direct result of the elimination of intermediaries in the travel industry distribution chain. Customers have to deal with a variety of challenges and limits when provided with various alternatives for even simple and low-cost travel bookings, and word-of-mouth from online reviews acts as a vital source of information for customers. A significant component in influencing customer decision-making is eWOM and it is also a key factor in the individual booking of services and products. Customers' perception of the credibility of reviews significantly influences their behavioural intentions and the role of eWOM in providing travel information and tourists' behavioural intent can produce "myths " on the opportunities for travel savings and air tickets cost.

Does social media advertising value influence womens dietary supplement purchase intentions The mediating role of eWOM

Does social media advertising value influence womens dietary supplement purchase intentions The mediating role of eWOM