Electronic Word Of Mouth Research Articles

Examining the Market Impact of Social Media Key Opinion Leaders on Investor Sentiment and Financial Market

The rise of social media has transformed Key Opinion Leaders (KOLs) into significant influencers of financial markets. This study examines how KOLs on platforms like Twitter shape investor sentiment and impact stock market performance. The research employs a mixed-methods approach, analyzing social media data and market indicators to map the relationship between KOL statements and market reactions based on the real cases. It explores the psychological mechanisms, such as herding behavior, that amplify these effects. Findings suggest that KOLs can trigger rapid, short-term market movements, particularly among retail investors, leading to increased volatility and potential market inefficiencies. However, the long-term impact of KOL influence on market fundamentals remains less clear. This research highlights the need for updated regulatory frameworks and improved financial literacy to address the challenges posed by social medias growing role in financial markets. By addressing these issues, both regulators and investors can better navigate the increasingly complex landscape shaped by social media-driven financial activity.

The Role of ESG Participation in Sports Sponsorship: Enhancing Consumer Purchase Intention Through Electronic Word of Mouth (eWOM)

This study explored how fans’ perceptions of sponsor participation in environmental, social, and governance (ESG) activities influence attitudes toward the sponsor, sponsor image, electronic word of mouth (eWOM), and purchase intentions. Limited research has focused on the interactions between sports sponsorship and ESG activities. This study filled this research gap by considering the case of the Rakuten Monkeys, a professional baseball team in Taiwan, and its sponsors. Grounded in the theory of planned behavior, this study investigated how fans’ perceptions of sponsor participation in ESG initiatives affect their purchase intentions through sponsor attitudes, sponsor image, and eWOM. A total of 800 Rakuten Monkeys fans were recruited for this study, and the study hypotheses were tested using structural equation modeling. The results indicate that all investigated paths were significant. That is, fans’ perceptions of sponsor participation in ESG activities significantly enhance their attitudes toward the sponsor and sponsor image, which in turn positively influence their eWOM and purchase intentions. This study has theoretical and practical implications for enhancing brand image and consumer purchase intentions through ESG activities. The study contributes valuable insights that can be used by sports sponsors for developing marketing strategies.

The Influence of B2B Social Media Marketing and Relationship Marketing on Customer Relationship Management Effectiveness, WOM and Loyalty: A Mediator Analysis

This research aims to investigate the relationships between Business to Business (B2B) social media marketing, customer relationship management effectiveness (CRME), word-of-mouth (WOM), and loyalty, while also examining the mediating role of relationship marketing. A total of 256 respondents were recruited from a machinery manufacturing company’s customer base, encompassing regions as Taiwan and other Asia countries to assess their perspectives on B2B marketing. The following results were derived: (1) B2B social media marketing significantly impacts customer relationship, further enhancing the firm’s performance; (2) Customer relationship management effectiveness and customer loyalty notably influence word-of-mouth (WOM); (3) Social media marketing influences on CRME, WOM, and customer loyalty can be mediated through relationship marketing. This study’s findings provide crucial references for future academic validations. Moreover, professionals aiming to craft effective B2B customer relationship strategies can leverage these results for considerable potential.

The Influence of Attractiveness, E-Wom, and Social Factors on Interest in Visiting Tugu Khatulistiwa, Pontianak City

This study discusses the influence of attractiveness, Electronic Word of Mouth (E-WOM) and social factors on the interest in visiting Tugu Khatulistiwa of Pontianak City in the tourism sector. This research is focused on the people of Pontianak City who have an interest in visiting Tugu Khatulistiwa. In this research, the type and data to be used is quantitative research with a survey method approach to achieve research objectives, namely identifying the role of e-wom appeal and social factors on visiting interest at the Tugu Khatulistiwa, Pontianak City. Using purposive sampling method involving 150 respondents. Hypothesis testing of this study was carried out with Structural Equation Modeling (SEM-PLS) with the Warp-PLS version 8.0 analysis tool. The results of this study reveal the important role of Attractiveness, E-WOM and Social Factors in influencing tourist interest in visiting a tourist destination. From the calculation of the coefficient value and significance value, there is a positive influence between Attractiveness and E-Wom on the interest in visiting the Pontianak Tugu Khatulistiwa, while the coefficient value and significance value of Social Factors do not have a positive influence on the interest in visiting the Pontianak Tugu Khatulistiwa. These findings provide valuable insights for the tourism industry in developing more effective and attractive marketing strategies. The practical implications of this research can help related parties in increasing attractiveness, promotion and factors that can shape a person's interest in visiting Tugu Khatulistiwa

Adoption of social media by small and medium sized (SMEs) enterprises of District Sargodha for promotion of Businesses

Social Media Marketing has become a key driver of growth and competitive advantage in many business enterprises in the developed world. Small and Medium Enterprises in District Sargodha, Punjab Pakistan are faced with numerous challenges which made mortality rate of small businesses very high. Social media marketing has the potential of enhancing the growth of SMEs in Pakistan. However, its adoption rate among SMEs is still low. The objective of this study therefore is to investigate the factors influencing Social Media Marketing adoption by SMEs in Sargodha using the Diffusion of Innovation framework. This study models the adoption social media marketing by SMEs in District Sargodha using Everett Rogers’ Diffusion of Innovation theory. The study adopts a cross-sectional survey research design using a structured questionnaire to collect data from 200 SMEs located in District Sargodha, Punjab Pakistan. Data were analysed using multiple regression Ordinary Least Squares Method. Results show that only complexity of social media for all SMEs are significantly determines social media adoption by SMEs. Other dependent factors do not have significant effect on social media adoption. As such, it was recommended that attention should be paid to these variables to drive the adoption social media marketing by SMEs.

The Effect of Social Media Marketing on Tourist Loyalty: a Mediation - Moderation Analysis in the Tourism Sector under the Stimulus-Organism-Response Model

This study investigates the impact of social media marketing (SMM) activities on destination loyalty, emphasizing the mediating roles of tourist satisfaction and engagement, and the moderating role of destination trust in an extended Stimulus-Organism-Response (S-O-R) model in the context of an emerging country (Vietnam). Data from 514 domestic tourists collected in Vietnam's coastal destinations were analyzed using partial least squares structural equation modeling (PLS-SEM). The results reveal significant direct effects of SMM on tourist satisfaction, engagement, and loyalty. Satisfaction and engagement mediate the relationship between SMM and loyalty, while destination trust strengthens these effects. This study offers significant theoretical contributions to the field of tourism marketing by extending the application of the S-O-R framework. It demonstrates how SMM influences destination loyalty not only through direct pathways but also through indirect mechanisms involving tourist satisfaction and tourist engagement. By examining these mediating and moderating roles, the study expands our understanding of how emotional and behavioral responses to SMM drive destination loyalty. The findings suggest that destination marketing organizations (DMOs) should develop SMM strategies that not only enhance engagement and satisfaction but also incorporate trust mechanisms to foster long-term loyalty, particularly in emerging tourism markets.

Understanding Millennial relationships and consumption of no and low alcohol beer brands

Purpose: The purpose of the study is to determine the influence of brand image on brand relationships (brand satisfaction, brand trust and brand attachment), and the impact of these relationships on the current and future consumption of millennial consumers’ no and low alcohol (NoLo) beer brands. It also explored the moderating role of traditional word of mouth (WOM) and electronic word of mouth (eWOM) on the relationship between current and future consumption.Design/methodology/approach: The study sample included 439 millennials from Gauteng, South Africa, who actively purchase and consume NoLo beer. Structural equation modelling (SEM) was used to test the proposed hypotheses. A descriptive research design and non-probability sampling method were utilised, with reliability validated prior to SEM. Structural equation modelling examined both direct and indirect effects.Findings/results: Findings show NoLo beer aligns with millennials’ values and strengthens their identities, making them feel unique and accepted. Most hypotheses were accepted, except H4. Millennials may view NoLo beer as a functional product, trusting it without emotional attachment. Their attachment may not lead to current consumption but instead, it leads to future consumption as they await stronger brand identities or better products.Practical implications: The study offers NoLo beer sellers valuable guidelines to better understand and anticipate the consumption behaviour of South African millennials.Originality/value: This study provides insights into the structural properties linking the brand image with the current and future consumption of NoLo beer among millennials. Understanding this growing market segment is crucial for successful sales.

The data mining and high-performance network model of tourism electronic word of mouth for analysis of factors influencing tourists’ purchasing behavior

This study establishes a deep learning model for personalized travel recommendations based on factors that affect tourists’ purchases to provide users with more accurate and personalized travel recommendations. Firstly, Natural Language Processing (NLP) technology is used to process and emotionally analyze tourism review information, dividing it into positive, negative, or neutral to understand tourists’ attitudes towards purchasing products and services. Secondly, a High-Performance Network (HPN) model is constructed based on factors that affect tourists’ purchases. The relationship among tourists, products, and word of mouth (WOM) is represented as a complex network to analyze and predict event occurrence patterns and influencing factors in tourism electronic word-of-mouth (EWOM) data. The construction of the model considers various factors, such as the spread of WOM, the impact of price, etc., to reveal the complex relationships among tourists, WOM, products, etc. Finally, the Recurrent Neural Network (RNN) model is combined with the Backpropagation (BP) model, the time series data is processed with the help of the gated recurrent unit, and the HPN model is trained and evaluated. The Yelp dataset is employed to verify the accuracy and feasibility of the model, which contains the score and review data of many tourist destinations. The results reveal that price, WOM, and destination are one of the main factors influencing tourists’ purchasing behavior, with WOM being the most significant. Positive WOM reviews remarkably increase product sales, while negative WOM has the opposite effect. The minimum expectation for age, occupation, education, personal monthly income, and tourists’ willingness to purchase is 0.00, and the minimum expectation for gender factors is 0.31. The RNN-BP hybrid model has higher accuracy and predictive ability, which is 1.73% and 2.30% more accurate than single models and traditional machine learning predictive models. In short, this study contributes to a better understanding travelers’ needs and preferences to optimize products and services and improve market competitiveness. In addition, the methods and models of this study can also be applied in EWOM data mining in other fields.

Exploring the influence of patient testimonials on healthcare services: a social identity theory perspective

Purpose This study aims to explore and understand the role of word-of-mouth (WOM), including electronic WOM (e-WOM), in healthcare services through social identity theory. Design/methodology/approach A qualitative approach was adopted based on semi-structured interviews with patients in healthcare units. In total, 36 interviews were conducted between March and April 2022. The interviews were transcribed following the principles of thematic saturation and analysed using the software NVivo 12.0. Findings The findings were divided into two domains: pre- and post-consumption. During pre-consumption, e-WOM influenced the creation of the hospital’s brand image, which affected the patients’ expectations before their visit. During post-consumption, the patients can generate e-WOM, and its valence represents their overall experience. Practical implications Strategic attention to customer-centricity and skilful use of e-WOM is essential in the healthcare business. By incorporating these strategies into a strategic framework, healthcare organisations can successfully enhance their brand image, foster patient loyalty and consequently gain a competitive advantage in the industry. Originality/value This study is distinctive for thoroughly investigating e-WOM in healthcare, exploring both the pre-and post-service consumption phases through qualitative analysis. This study adopts a relatively novel approach by applying social identity theory within the healthcare context to explore patient affiliation with healthcare brands and institutions.

Social Media Marketing pada Kopi Klotok Yogyakarta: Studi Empiris pada Instagram Kopi Klotok

The objective of this research is to test and analyze the influence of social media marketing activities, brand awareness, brand image, electronic word of mouth, and commitment. Testing of the model and hypothesis was done with a sample of 225 respondents who were Yogyakarta klotok coffee consumers. Purposive sampling was the method of sampling that was applied. Partial Least Square (PLS) versi 3.0 was used to process the study hypothesis before the Structural Equation Modeling (SEM) approach was created to test it. Social media marketing initiatives, brand awareness, brand image, electronic word- of-mouth, and commitment are among the data variables employed in this instance. Six hypotheses are based on these variables. It is established from the study's findings that social media marketing initiatives improve brand recognition and perception. Positive brand awareness and image impact electronic word-of-mouth. Brand recognition and image positively impact commitment

Social Media Classifications for Impactful Marketing in Khomas Region, Namibia

Marketers need to align their advertising content, consumer profiles, and social media applications for effective advertising, as social media usage and applications are increasing. However, the number and variety of social media applications increased proportionately, providing consumers and marketers with an infinite number of possibilities and causing complexity in the selection process. In order to categorise social media into three groups that marketers can utilise to better effectively target customers during social media marketing efforts, this study used factor analysis. Furthermore, the study recommended new, useful marketing strategies for social media marketers. The research philosophy used in this study was positivist. Specifically, this study used an empirical research methodological technique. The degree of internal consistency between the various assessments was assessed using the Cronbach alpha coefficient to test the reliability of the scales in the research instrument. A pilot study of the research instrument was conducted on a limited sample in order to further guarantee its dependability. To reach a sample of 230 customers, systematic random sampling was used. Data was gathered via a self-administered questionnaire. Regression analysis was performed using Structural Equation Modelling (SEM) to validate the study model. The results showed that there are three different kinds of social media: formal, casual, and entertaining. Both informal and entertainment social media have an impact on formal social media, which is the primary social media platform. Other unofficial social media sites include Facebook, Instagram, Twitter, WhatsApp, and more. Snapchat and YouTube are social media sites for entertainment. Both product and age-related social media marketing may be the subject of future studies. Future research can ascertain the links between product and social media type as well as the associations between age and social media type usage.

Analisis Konten Website CV. MyPangandaran dalam Penerapan Strategi Komunikasi Pemasaran

Communication plays a crucial role in marketing, serving as a tool to inform, remind, and bridge companies with the public in introducing products. CV. MyPangandaran, with a wider target of tourists outside Pangandaran Regency, faces challenges in reaching audiences through www.mypangandaran.com website. To maximize the reach of a website, an effective marketing communication strategy is needed. This study uses a qualitative method with a content analysis approach, focusing on documentation studies as primary data. The goal is to review the marketing communication strategy implemented by CV. MyPangandaran in an effort to expand the reach and increase the effectiveness of promotion. The results of the study show that the marketing communication strategies implemented include advertising, content marketing, direct marketing, and social media marketing. In the application of marketing mix theory, the communication aspect is the most dominant. Meanwhile, the most prominent AIDA (Attention, Interest, Desire, Action) model is the interest aspect. CV. MyPangandaran adjusts the advertising strategy to the characteristics of the products sold. Direct marketing is directed at the target market aged 25-35 years. The company also utilizes social media as a supporting marketing communication tool, including Facebook, Instagram, Twitter/X, and TikTok.This integrated marketing communication strategy aims to expand reach, increase engagement, and maximize the effectiveness of CV product and service promotions. MyPangandaran to potential tourists outside Pangandaran Regency. By integrating various communication channels, the company seeks to build brand awareness and increase tourist interest in Pangandaran destinations.

Peran Aktivitas Pemasaran Media Sosial Instagram dan Ekuitas Merek Terhadap Respon Pelanggan Bhisa

Current technological developments occur in various sectors, one of which is marketing with increasing marketing activities carried out on social media such as Instagram. This is influenced by various factors such as the increase in internet users and the time each person uses the internet. In response to this development, as one of the transportation service providers, PT BST with one of its integrated products, namely Bhisa, uses Instagram social media to market its products and services. The use of Instagram with the username Bhisa.id is PT BST's effort to continue to compete with its competitors. This study aims to determine the influence of Social Media Marketing Activities carried out by PT BST on brand awareness, brand image, EWOM, and commitment both directly and indirectly. This study uses a quantitative causal research method by testing survey data from 180 respondents of Bhisa.id Instagram followers. Testing in the study will use the SEM PLS model which will be tested using the Smart PLS 3 application. The results of the study show that the SMMA variable has a positive influence on brand equity consisting of brand awareness and brand image and has a positive and significant effect on customer responses, namely e-WOM and commitment. Furthermore, strong brand equity contributes positively to customer responses, such as E-WOM and commitment to the Bhisa brand. This study concludes that effective marketing strategies on social media, especially Instagram, can increase brand equity and, in turn, generate better customer responses. The recommendation for marketing practitioners is to continue to utilize Instagram as a primary marketing tool and focus on

Perspektif Pemasaran Media Sosial Tiktok Terhadap Minat Beli Produk Kosmetik

Today's modern world cannot be separated from various digital platforms used in the company’s marketing. One social media platform that is experiencing rapid growth in users is Tiktok, a digital platform that allows users to share videos. Currently, the Tiktok social media platform is used by 112 million Indonesians or second in the world after 116 million users in the United States (data from the website data.goodstats.id). However, in Indonesia the use of the Tiktok social media platform has not been optimally used as part of the company's product marketing strategy. Based on these conditions, this research was conducted with the aim of examining and identifying the influence of Tiktok Social Media on Interest in Buying Cosmetic Products. The method used in this research is a quantitative method with a survey approach. Meanwhile, data collection was carried out by distributing questionnaires to 100 students from 3 universities in Bekasi Regency. The results of the analysis of the processed data show that Tiktok Social Media Marketing has an influence on Interest in Buying Cosmetic Products.

How artificial intelligence is transforming social media marketing: Analysing its potential and addressing concerns

Artificial intelligence (AI) has revolutionised social media marketing, offering both significant advantages and potential drawbacks. This paper delves into the dual facets of AI-driven social media marketing techniques, investigating both their advantageous and detrimental impacts. It shows that by leveraging AI, businesses can achieve unprecedented levels of personalisation, engagement and efficiency in their marketing strategies, leading to enhanced customer experiences and increased brand loyalty. AI algorithms analyse vast amounts of data to identify trends and predict consumer behaviour, enabling precise targeting and optimised advertising spend. The paper utilises a qualitative research method to explore the AI-driven social media marketing techniques used by digital marketing and social media marketing professionals. The findings suggest that reliance on AI may perpetuate biases embedded in the training data, leading to ethical concerns and a loss of trust among consumers. This paper highlights the need for robust regulatory frameworks and ethical guidelines to mitigate risks while harnessing the full potential of AI in social media marketing. Ultimately, understanding both the bright and dark sides of AI-driven marketing is crucial for developing strategies that are not only effective but also ethical and sustainable.

EXPLORING CHALLENGES AND OPPORTUNITIES FOR SAUDI PODCASTERS: A QUALITATIVE STUDY

Podcasting as a platform that can transmit media content via audio files, exemplifies its creative character. Within the context of Saudi Arabia, it has become a new pathway for business opportunities for Saudi content creators and podcasters. Thus, the study aims to explore the challenges and opportunities for Saudi podcasters. The study used the qualitative method and recruited six podcasters. The results showed that content production, consistency, production quality, and marketing were the most pressing challenges for podcasters. However, podcasting has prospects of job creation and social relationships for the Saudi population, pivotal for developing business opportunities. The study found that the Saudi podcasters used two effective techniques of digital marketing to promote their podcasting such as capitalizing on YouTube as a global platform for wider access to their content and generating audience interaction through Electronic Word of Mouth on their social media accounts such as Instagram, Snapchat, TikTok, LinkedIn.

Analysis of the Economic Model of Influencer Marketing in Social Media: The Case of Douyin

With the rapid growth of social media platforms, the number of influencers has proliferated. Influencers have become a key link between brands and consumers. Through their personal identities or social accounts, influencers use their influence to promote products or services for brands, and this Netflix economy model has been widely used in various industries. This paper aims to explore the specific forms of influencer marketing and analyse its application in different fields, focusing on the positive and negative impacts on brands and consumers. It has been observed that influencers across various sectors have implemented unique marketing strategies that can significantly enhance brand visibility and foster consumer confidence. However, issues such as false promotions and inappropriate personal remarks by influencers may also have negative impacts. In light of these findings, this study advocates for brands to exercise greater discernment in their partner selection and to motivate influencers to uphold authenticity in their promotional activities. The research significance of this paper lies in the fact that through the in-depth analysis of influencer marketing, it provides a reference for brands to optimise their social media marketing strategies, as well as a basis for further research on influencer marketing in different fields.

Influencer economies, ‘Uber therapies,’ and platformed pathologies: mental health diagnosis and sponsored TikTok content

ABSTRACT Subscription model ‘Uber therapy’ services are major social media advertisers that are shifting the landscape of mental health care. Tech startups backed by venture capital exploiting the vast need for remote mental health care have prompted critiques including overdiagnosis and prescribing, data selling, inadequate client care. This study aims to examine some of these issues through the lenses of plaltformization and biomedicalization. Examining TikTok for sponsored posts from two prominent US therapy platforms, this study finds that platformized logics of influencer and Uber-model economies converge in social media mental health spaces and are transactional in nature. Together, they work to distill and flatten mental health struggles into platformed pathologies – frictionless algorithmically-aligned mental health categories commensurable with quick app-based diagnostics and treatment – contributing to a digital diagnostic culture which makes legible a particular language of distress that can be adopted by some in exchange for community, care, and meaning. While these discourses promote de-stigmatizing messages of mental health struggles and of therapy, their platformized business models, experiential components, and increasing ‘pathologization of everything’ obscure and reproduce pressing structural issues in both mental health and platform economies.

Research on the Social Media Marketing Promoting Brand Loyalty of Local Chinese Cosmetics

Research on the Social Media Marketing Promoting Brand Loyalty of Local Chinese Cosmetics

Craft breweries, neolocalism and visual social media marketing

Purpose Craft breweries have a growing role in the beer tourism niche as a place-based attraction but also in daily life as a community space. Research has examined how such breweries can appeal to both tourist and local markets through neolocalism in the form of place branding and local embeddedness. This paper aims to consider the extent to which breweries communicate neolocal themes in visual social media marketing through Instagram images. Design/methodology/approach This research examines 3,299 Instagram images posted on the official accounts of 13 Houston, Texas (USA) microbreweries and taproom breweries over the course of 2022. Content-semiotic analysis identifies key themes in these images and explores the extent to which breweries signify neolocal themes through these images. Findings Manifest image content generally appeals to interests in consuming beer and communicates logistical information about if, and when, to visit the brewery. Elements in Instagram images have the potential to convey meanings about neolocalism in the craft beer product, branding, local embeddedness and place-based experiences but such strategies have not been extensively developed or used. Originality/value Although both academic and industry sources recognize the importance of social media and visual content in connecting with potential consumers, to the best of the author’s knowledge, this study is the first to examine the extent to which breweries employ neolocal strategies through social media marketing.