Electronic Word Of Mouth Research Articles

Evaluating the impact of social media marketing from the perspective of orthodontists

ObjectiveIn developed countries, orthodontists utilize social media platforms as a pivotal component of their marketing strategies. However, there exists a gap in understanding the broader perspective of healthcare professionals on the utilization of social media in healthcare service delivery. Therefore, this study aims to evaluate the perceptions of healthcare professionals in Turkey regarding the integration of social media within healthcare service delivery.Materials & methodsThis cross-sectional study, conducted between January and February 2023, surveyed 378 members of the Turkish Orthodontic Society. The survey consisted of two parts: a demographic questionnaire with 28 items and a 21-item “Social Media Marketing Activities Scale,” developed with input from three experts. Data analysis will include an explanatory factor analysis. This study provides a snapshot of orthodontists’ perspectives on social media marketing practices.ResultsWhen participants’ views of patient communication through social media were examined, 19.8% said they “thought it was right” and 80.2% said they “thought it was wrong”. The treatment and treatment alternatives shared with patients through social media were implemented in 16.5% of cases and not implemented in 83.5% of cases. When examining the social media accounts used by participants to communicate with patients, 56.8% used personal accounts, 43.2% used professional accounts, and when analyzing the social media accounts they used for promotional purposes, 15.8% had personal accounts, 84.2% of them used professional accounts. More than half (59.8%) of orthodontists believed that communicating with patients on social media could cause legal problems. The majority of orthodontists (88.7%) followed their competitors.ConclusionThe prevalence of participants’ use of social media posts for advertising purposes was low, and it was determined that the main reason for this was the prohibition of advertising in the provision of health services.

Examining the Integration of Responsible AI Principles in Social Media Marketing for Digital Health: A Theoretical Analysis

This study explores the integration of responsible artificial intelligence (AI) principles into social media marketing strategies within the digital health sector. With the proliferation of digital health platforms and the growing use of AI technologies in marketing, ensuring ethical practices is paramount. By examining the application of responsible AI principles in this context, this research aims to address concerns related to privacy, fairness, transparency, and accountability. Through a comprehensive analysis of current practices and emerging trends, this study highlights the importance of balancing marketing objectives with ethical considerations to promote trust and engagement among users. Key aspects include leveraging AI algorithms for personalized content delivery while safeguarding user data, implementing transparent AI-driven decision-making processes, and establishing mechanisms for accountability and user empowerment. This investigation offers valuable insights for marketers, policymakers, and stakeholders in navigating the evolving landscape of digital health marketing while upholding ethical standards and fostering positive user experiences. Key Words: Responsible AI, Social Media Marketing, Digital Health, Ethical Practices, Transparency

The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies

PurposePurpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.Design/methodology/approachData were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation modeling was used to assess the theoretical model, and a multi-group analysis to explore the differences between countries.FindingsSocial media marketing has a positive impact on brand awareness, brand engagement, and purchase intention, while country moderates the relationship between brand engagement and purchase intention. We reveal differences among countries regarding SMM's impact on brand engagement and purchase intention.Practical implicationsThe study promotes SM's impact on brand communications, providing consumer insights that help companies design effective SMM strategies, using similarities and differences in emerging economies. The different levels of CBE and their different influences on purchase intention require a focus on the motivations for brand engagement in social media and the type of content preferred by consumers in each country. The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.Originality/valueThe originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

Strategies for surveying platform workers: lessons from a Belgian case study

AbstractJob quality among platform workers has been high on labour market researchers’ agendas. Nevertheless, many report difficulties in collecting data for this group of workers. Platform workers meet many of the criteria of hard-to-survey populations. The aim of this paper is to evaluate whether purposive, non-probability sampling can provide a good strategy for collecting information on the job quality of platform workers through an internet survey (SEAD Platform Survey). The study on which this paper is based, employed different strategies by dividing platform workers into categories based on type of activity. Sampling techniques were adapted to each category and included referral, social media advertisements, (virtual) convenience sampling and a web panel. Despite the cost and labor intensity of these non-probability sampling techniques, a sizeable sample (N = 490) of platform workers was collected. Moreover, the SEAD Platform Survey showed very similar characteristics to previous probability samples within the study population (LFS Module platform work, COLLEEM II, and the ETUI IPWS). Researchers focusing on (other) hard-to-survey (worker) populations can learn from this endeavor, showing that when there is little to no opportunity for probability sampling, purposive, non-probability sampling techniques can offer a good alternative to reach a rich, statistical resource.

The Effect of Electronic Word of Mouth (EWOM) and Fear of Missing Out (FOMO) on Impulse Buying in Shopee Moderated Self-Control

The main objective of this study is to examine the effect of Electronic Word of Mouth (EWOM) and Fear of Missing Out (FOMO) on self-controlled moderated impulse buying. The number of samples was 120 young generation who categorized as Gen Z. This study showed that EWOM and self-control had an effect on impulse buying on Shopee e-commerce, while FOMO had no effect on impulse buying. The self-control variable is not able to moderate the influence between EWOM on impulse buying and the influence between FOMO on impulse buying.

The Role of Brand Image in Mediating the Influence of Brand Ambassador and Electronic Word of Mouth on Purchase Intention on Product Scarlett Whitening

In the era of globalization and modernization, the growth of internet users in Indonesia reflects significant changes in people's lifestyles, including their beauty and skin care needs. Skincare has become an essential part of the beauty routine, heavily influenced by societal perceptions of beauty. This research focuses on Scarlett Whitening, a local beauty brand, which experienced a decline in sales starting in July 2023. The method used in this research is a causal method with structural equation modeling (SEM). This study aims to investigate the impact of electronic word-of-mouth (e-WOM) and brand ambassadors on purchase intentions. The results show that while brand ambassadors do not significantly influence purchase intention, e-WOM does. Furthermore, brand image acts as a mediator between e-WOM and purchase intention, but does not mediate the influence of brand ambassadors.

Analisis Media Monitoring dan Jaringan Program Lapak Ganjar untuk Mendukung Pemasaran Digital bagi UMKM

Lapak Ganjar is a program launched by the Governor of Central Java Ganjar Pranowo since July 2020 to help promote commodities for Central Java MSMEs, especially when facing economic challenges during the ongoing Covid-19 pandemic, via Instagram @lapak_ganjar. This program is developing to support digital marketing for MSMEs, not only MSMEs in Central Java, but also MSMEs in several other provinces. This research aims to describe the analysis of media monitoring and network of the Lapak Ganjar program to support digital marketing for MSMEs. Several relevant concepts are used in this research, including the concepts of digital marketing and electronic word of mouth (e-WOM). This type of research is quantitative descriptive with media monitoring and network analysis methods using brand24 and netlytic. Media monitoring analysis was carried out in the period June to July 2022. The results of media monitoring analysis via brand24 in that period revealed that the Lapak Ganjar program received positive sentiment from netizens, while Twitter analysis using Netlytic in June to July 2022 found a total of 2,013 tweets mentioning the word Lapak Ganjar with some relevant related keywords. Network analysis via Netlytic also displays cluster 1 which refers to the account most frequently referred to, namely the ganjaranapps account.

Analysis of the Influence of Influencer Marketing and Social Media Marketing Activities on Instagram Social Media in Creating Customer Purchase Intention on Cosmetic Products in Greater Jakarta

Social media marketing and influencer marketing occupy the first and second positions in top digital marketing in 2022, but social media users in Indonesia in January 2022 – January 2023 decreased by 24 million. By focusing on generation Y and generation Z in the Jabodetabek area, the research was conducted using quantitative methods and a total of 257 respondents were used who were collected via Google Forms. With the aim of determining the influence of social media marketing activities and influencer marketing on current purchase intentions directly or indirectly, data processing was carried out using SmartPLS resulting in social media marketing activities and influencer marketing having an influence on purchase intentions, as well as the same results for customer perceived value on customer satisfaction, and customer satisfaction on customer purchase intention, and customer perceived value and customer satisfaction successfully mediate social media marketing activities and influencer marketing on purchase intentions. The findings have different results between the generation Y and generation Z groups discussed in the research.

Social media marketing of Islamic higher education institution in Indonesia: a marketing mix perspective

Social media marketing of Islamic higher education institution in Indonesia: a marketing mix perspective

Legal Challenges Surrounding Participation of Big Tech Companies in the Russian Social Networking Market

Legal Challenges Surrounding Participation of Big Tech Companies in the Russian Social Networking Market

Menyoroti Tren Kesalahan Berbahasa dalam Konten Iklan Produk Kecantikan di Media Sosial Instagram

This study aims to identify and analyze language errors in beauty product advertisements on the Instagram account of MS Glow Beauty. Using a descriptive qualitative approach, data were collected through screenshots of various advertisement posts from the account. The analysis focused on identifying spelling errors, grammatical inaccuracies, and language interference within the advertisement content. The findings revealed significant language errors, including inappropriate word usage, incorrect sentence structures, and inconsistent mixing of Indonesian and English. These errors can reduce the professionalism and effectiveness of marketing communications and influence consumer perceptions of the product and brand. The study highlights the importance of proper and consistent language use in digital marketing content to enhance communication quality and brand image. Recommended language improvements are expected to help beauty brands increase the appeal and effectiveness of their social media advertisements, contributing to better practices in digital marketing.

The Influence Of Social Media Marketing And Electronic Word Of Mouth (E-Wom) On Purchase Intention (Survey on Netflix application consumers in Tasikmalaya City)

This study aims to determine the effect of social media marketing and electronic word of mouth on consumer buying interest in Netflix Tasikmalaya City. The method used is a quantitative descriptive approach. A total of 100 respondents were taken as samples using non-probability sampling techniques from the population of all downloaders of the Netflix application in Tasikmalaya City. This study uses path analysis with SPSS version 26 as the test tool. The results obtained in this study that social media marketing has a significant effect on purchase intention, electronic word of mouth has a significant effect on purchase intention, social media marketing has a significant effect on purchase intention through electronic word of mouth.

The Influence of Social Media Marketing , Product Quality and Price Perceptions on Purchasing Decisions for Some Skincare Products

There are several common problems in the beauty industry related to these variables. In social media marketing, the level of competition is very high, with many brands vying for consumer attention. Small brands may struggle to stand out among the big brands. Products that don't suit a consumer's skin type or concerns can lead to negative experiences and damage a brand's reputation. Consumers' experiences influence their reviews and recommendations, which can have a positive or negative impact on the company (Susanti & Gunanto, 2022) .This research aims to identify the influence of social media marketing, product quality, and price perceptions on purchasing decisions for Somethingnc skincare. The sample was determined using a purposive sampling technique with a total of 100 respondents. The validity and reliability of the questionnaire were tested using the SPSS 23 tool. The results of this research show that social media marketing, product quality, and price perceptions have a significant positive influence on purchasing decisions.

Dampak Media Sosial terhadap Perilaku Konsumtif Remaja di Era Digital

The development of information and communication technology has brought significant changes in various aspects of life, including the consumer behavior of teenagers. This study aims to examine the impact of social media on teenage consumer behavior using the Systematic Literature Review (SLR) method. Analysis of various studies shows that social media has a significant influence on teenage consumer behavior. Targeted advertisements, influencers, and social media content are the main factors influencing teenagers' purchasing decisions. Intensive use of social media is also correlated with an increase in unhealthy and excessive consumer behavior. This research highlights the importance of education on healthy social media usage, the role of families and schools in guiding teenagers, and stricter government policies regarding social media advertisements. Recommendations for further research and practical interventions are also provided to mitigate the negative impact of social media on teenage consumer behavior.

Interactive Media-Based Approach for an Exception From Informed Consent Trial Involving Patients With Trauma

Exception From Informed Consent (EFIC) research requires community consultation (CC) and public disclosure (PD). Traditional methods of conducting CC and PD are slow, expensive, and labor intensive. To describe the feasibility and reach of a novel interactive, media-based approach to CC and PD and to identify the similarities and differences between trial sites in website views, survey responses, online community forum attendance, and opt-out requests. This survey study analyzed the CC and PD campaigns conducted for the TAP trial (Evaluation of BE1116 in Patients With Traumatic Injury and Acute Major Bleeding to Improve Survival), an EFIC trial of the early administration of prothrombin complex concentrate in patients with trauma. The CC and PD campaigns consisted of social media advertisements, linked websites, community surveys, and online community forums. These activities were coordinated from a central site and approved by a central institutional review board. This study focused on the first 52 of 91 TAP trial sites (level I trauma centers) in the US to have completed their CC and PD campaigns. Community members in the catchment areas of the participating trauma centers were targeted. Data analysis was conducted between October 2023 and February 2024. Social media advertisements, surveys, and online community meetings conducted as part of the CC and PD campaign for the TAP trial. Social media campaign reach and engagement, web page views, survey results, online community forum attendance, and opt-out requests. Fifty-two trial sites were approved for participant enrollment. Social media advertisements were displayed 92 million times, reaching 11.8 million individuals. The median (IQR) number of people reached in each location was 210 317 (172 068-276 968). Site-specific websites were viewed 144 197 times (median [IQR] viewings per site, 2984 [1267-4038]). A total of 17 206 fully or partly completed surveys were received, and survey respondents had a median (IQR) age of 40.1 (15-65) years and included 10 444 females (60.7%). Overall, 60.6% survey respondents said they would want to be entered into the trial even if they could not give consent, 87.7% agreed that emergency care research was necessary, and 88.0% agreed that the TAP trial should be conducted in their community. Online community forums were attended by a median (IQR) number of 38 (20-63) people. Four opt-out requests were received. The interactive media-based approach to CC and PD for the ongoing TAP trial showed the feasibility and benefits of executing an efficient, coordinated, centrally run series of locally branded and geographically targeted CC and PD campaigns for a large EFIC study.

Importance of social media marketing and electronic word of mouth on brand and customer loyalty

Social media marketing is a powerful tool used across popular social media networks and businesses to achieve their branding and marketing goals. This study explored the role of social media on customer loyalty and brand loyalty. Data was collected from 107 students studying at various universities and high schools in the Iraqi Kurdistan Region. SPSS software was used to analyze the data and find out the effects of social media and electronic word of mouth on customer loyalty and brand loyalty. The study findings indicate that the social media market and electronic word of mouth have a positive significant effect on customer loyalty. For brand loyalty, the findings indicate that customer loyalty and social media marketing have positive significant effects, while electronic word of mouth has no effects on it.

The Role of Artificial Intelligence in Social Media Marketing and Its Sustainable Prospects

Technology is rapidly evolving, and we are constantly exposed to new and inventive solutions. Artificial intelligence is a rapidly developing technology that has the potential to revolutionize the world through intelligent machines. So artificial intelligence is surrounds us. A computer or robot operated by a computer can perform human-like skills like reasoning, discovering meaning, generalizing, and learning through experience. Social media marketing promotes firms and their protection services to their target audience, empowering people, small enterprises, and major corporations to monitor, evaluate, and optimize their online presence. This study aims to analyze the impact of artificial intelligence on social media marketing and its future prospects. The study relies on secondary data analysis to provide empirical support. This study explores the application of artificial intelligence in social media marketing. This paper provides a framework for understanding the usage of artificial intelligence in social media marketing and the tools available.

Who is being targeted by alcohol social media marketing? A study of Chinese young adults in Hong Kong.

Due to the widespread use of social media by young adults, the alcohol industry has been increasingly using social media marketing (SMM) to target potential customers. This study examines the prevalence and factors associated with past-month exposure to alcohol SMM among young Chinese adults, a group with rapidly increasing uptake of alcohol consumption. An anonymous, random telephone survey was conducted between June and August 2021 on Hong Kong Chinese residents between 18 and 34 years old (n = 675). Of respondents, 52.3% reported past-month exposure to alcohol SMM (68.6% of past-month drinkers and 48.0% of non-past-month drinkers, p < 0.05) while 71.6% reported exposure to non-SMM alcohol marketing. Direct alcohol SMM exposure was reported by 40.9% (e.g., business-to-consumer postings, alcohol banner ads) while 27.4% of respondents reported exposure to indirect alcohol SMM marketing (e.g., shared/'liked' alcohol brand posts). Of those exposed to alcohol SMM, 13.7-15.5% reported that the various forms indirect alcohol SMM influenced them to drink more (vs. 6.2-8.9% for direct alcohol SMM). Being male, lower-income, university educated and spirits/cocktail drinker were independently associated with exposure to direct alcohol SMM (ORmv 1.71-3.14). Past-month exposure to indirect alcohol SMM was independently associated with lower income, not working full-time and drinking any type of alcohol (ORmv 1.59-4.44). The comparative effectiveness of indirect SMM on influencing young adults drinking intentions may be a form of peer endorsement of drinking. The pervasiveness of alcohol SMM and lack of alcohol SMM policies may indicate the need for greater alcohol marketing regulation in this region.

The influence of social media on tourist behavior

AbstractThis study explores the influence of the technology acceptance model (TAM) to identify the impact of social media use on the behavior of potential travelers. Data derived from 586 respondents to a recent survey carried out in Southern China suggest that: (a) tourists' perceptions of ease of use and their perceived interest in social media have a significant positive effect on attitudes toward using it; (b) the perceived usefulness of social media has a significant positive effect on attitudes toward using it; and (c) the positive effects of external factors such as subjective norms and interactivity on tourists' perceptions of its usefulness, ease of use and interest in social media have been verified. This study puts forward suggestions on the use of social media promotion and marketing in tourism destinations resulting from the survey.

Assessing the Effectiveness of social media Advertisements of Selected Apparel Brands: A SEM Approach using AMOS

Assessing the Effectiveness of social media Advertisements of Selected Apparel Brands: A SEM Approach using AMOS