WOM Intention Research Articles

How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention

How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention

The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media

The purpose of this study is to propose a model to understand the impact of brand information (awareness and image) on marketing variables (satisfaction, brand loyalty, WOM and purchase intention) for individuals who like or follow brands in social media. In this study, 522 questionnaires were collected, and multi-group structural equation modelling was used. According to the findings, brand awareness had a significant direct effect on brand image and a significant indirect effect on brand loyalty and purchase intention through brand image. Also, the immediate effects of brand image on satisfaction, brand loyalty, and purchase intention were significant, and the indirect effect of brand image on WOM and purchase intent through brand loyalty is substantial. Thus, brand awareness and brand image have become prominent variables in terms of brand loyalty, WOM, and consumers' purchase intentions in social media. It has been determined that brand loyalty is crucial for brands in social media. Although brand loyalty has a low explained variance rate, its impact on WOM and purchase intention is robust. Social media has also been shown to affect WOM and purchase intention substantially. Also, using the theory of gender socialization examines whether the whole model changes according to gender. Finally, managerial and theoretical implications, limitations and recommendations are presented.

Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth

This paper aims to examine the interaction between firm's new product preannouncement (NPP) strategies and consumers' regulatory foci on their WOM intention and the underlying mechanisms. In three experiments, we find that (1) the promotion-focused (prevention-focused) consumers have higher WOM intentions for vague (specific) NPP; (2) curiosity (outcome expectancy) mediates the effects of the NPP strategies on WOM intention for promotion-focused (prevention-focused) consumers; and (3) brand familiarity plays a moderating role, such that the interaction effect between NPP strategy and regulatory focus on consumers' WOM intention holds for a low-familiarity brand only. Our research contributes to a better understanding of NPP strategies and provides actionable strategic support for firms to conduct NPP.

Influence of Online Reviews on Student Satisfaction Seen through a Service Quality Model

University or college is a challenging reality leading to a sometimes elusive career path. By consulting social media and review websites, students have more alternatives to consider in their choice determination. This study develops a multifaceted model to recognize the influence of service quality and e-word of mouth on customer satisfaction and the impact of customer satisfaction on word of mouth. Data gathered from a sample of 150 university students are analyzed by SPSS and PLS-SEM. The findings indicate that service quality dimensions and e-WOM have positive impacts on customer satisfaction. Furthermore, this study reinforces that customer satisfaction has a positive influence on customers’ WOM intentions. This research recommends that university management should consider the importance of service quality factors and social media channels to meet and exceed students’ expectations in order to bolster the quality of services and boost customer satisfaction.

Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience

This study investigates the mediating effect of brand experience on the relationship between customer motivation and engagement behavior and conceptualizes customer motivation from the multiple dimensions of information seeking, entertainment, and social interaction. Based on 565 valid questionnaires, it analyzes the impact of customer motivation on brand experience and customer engagement behavior using SPSS and AMOS. First, customer motivation with information seeking, entertainment, and social interaction significantly impacts customer brand experience. Second, customer brand experience significantly impacts customer engagement behavior of reuse, feedback, and WOM intentions. Finally, this study explores the mediating role of customer brand experience between customer motivation and customer engagement behavior and its impact on social media. It provides a reference for social media literature research. These findings will provide insights on motivating customers to participate in social media.

Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective

‘Superfoods’ have become a popular diet style across the globe but are also criticized as a marketing gimmick. Despite the controversy, the essential drivers of superfood consumption and advocacy remain underexplored. Drawing upon the theory of consumption values and prospect theory, this study explores how consumers’ value perceptions of superfoods influence their behavioral responses (i.e., repurchase and positive word-of-mouth intentions) by introducing the concept of relative advantage in food consumption. Based on a survey sample of 447 superfood consumers and structural equation modeling, our findings identify relative advantage as an important mediator in the cognitive process that converts consumers’ value perceptions into behavioral responses. We also find buffering effects of perceived costs in the relationship between relative advantage and repurchase behavior. This research advances the understanding of consumers’ modern food consumption habits and lifestyles and has important implications for academics, marketing practitioners and policy makers.

Examining consumer attitudes toward CSR and CSA messages

This study conducts a 2 (message type: CSR vs. CSA) x 2 (source: company vs. nonprofit organization) factorial online experiment to examine impacts on individuals’ attitude changes and WOM intention regarding a company. Values-driven attributions and perceptions of company-cause fit were measured as mediating variables. Results indicate that individuals inferred more values-driven motives from CSR messages than CSA messages, which ultimately led to more positive attitude changes toward the company. Theoretical implications for both CSR and CSA scholarship are discussed. Several implications for companies and strategic communicators are offered.

Consumer Responses to Corporate and Celebrity Philanthropy

Philanthropic activities have gained paramount importance in today’s world. The purpose of this paper is twofold. Firstly, the authors propose a model to comprehend the process of philanthropy (corporate as well as celebrity) in creating word of mouth intentions (hereafter WoM). Secondly, it attempts to explore the interaction effects of these philanthropies on WoM intentions. A structural equation model is tested in a sample of 400 FMCG consumers in Pakistan. The results confirm that both corporate and celebrity philanthropy directly and positively affect WoM intentions. However, their interaction effect is found to be insignificant on WoM intentions. This study has meaningful implications that involving philanthropic celebrities in corporate philanthropy-based advertisements may garner favorable consumers’ WoM intentions. It lies among the pioneering studies to empirically investigate the understudied model of corporate and celebrity philanthropy in order to understand the creation of WoM intentions.

전시회 지각된 가치와 재-참가 및 구전 의도 관계에서 전시회 애착, 전시회 만족도의 매개효과에 관한 연구

The purpose of this study is to testify the mediating effect of exhibition attachment and exhibition satisfaction in the relationship between exhibition perceived value and re-exhibition/WOM intention. A total of 101 questionnaires were collected from the exhibitors who participated in the Korea Intellectual Property Exhibition. To conduct the analysis, PROCESS Macro analysis, SPSS 25 was employed. The results showed that exhibition perceived value, exhibition attachment, and exhibition satisfaction had empirically significant positive effects on WOM intention. The exhibition attachment and the exhibition satisfaction showed meaningful mediated effects on exhibition perceived value and on WOM intention.

Advocating recycling and encouraging environmentally friendly habits through gamification: An empirical investigation

A circular economy emphasizes decreasing the use of new raw materials and the disposal of waste by reusing and recycling, which ensures that products and materials can remain in use, thereby extending their life cycle. Promoting recycling and environmentally friendly habits can help consumers engage in sustainability thinking, which is essential considering that effective resource recycling critically depends on environmentalists' behaviors. A helpful means to encourage such thinking and habits is gamification. Deepening and extending findings from the existing literature, this study applies gamification to conceptualize contributions to resource recycling and environmentally friendly habits. For this purpose, we integrate a cognitive–affective model with an expectation–confirmation model to examine causal relationships between the utilitarian (effectiveness and efficiency) and hedonic (playfulness) values of a website and users' cognition- and affect-based attitudes, satisfaction, confirmation, and behavioral intentions (word of mouth [WOM] and continued usage). We empirically test the research model by applying structural equation modeling to analyze the experiences of a sample of 457 participants that are members of Recyclebank, an American company set up to encourage recycling and environmentally friendly habits. The results reveal that effectiveness, efficiency, playfulness, and confirmation contribute to cognition- and affect-based attitudes and satisfaction, which in turn influence repetitive usage and WOM intentions. Attitudes, however, may differ depending on the cultural background of the user. Thus, we find that collectivistic versus individualistic user orientations moderate the effects of value on attitudes in a gamification context. The findings provide website managers with insights regarding determinants crucial in formulating intention policies and motivating users’ to continue using a service.

GELENEKSEL WOM NİYETİNİN PLANLI DAVRANIŞ TEORİSİ BAĞLAMINDA İNCELENMESİ: TÜRK DAĞCILARI ÖRNEĞİ

The present research sheds light on the relationships between attitude (AT), subjective norm (SN), and perceived behavioral control (PBC) and TWOM intention (TWOMI) in the context of the Theory of Planned Behavior (TPB). A survey was conducted on Turkish mountaineers to examine the extent of the influence of attitude, subjective norm, and perceived behavioral control on the TWOM by utilizing a partial least square algorithm. Results show significant relationships between AT, PBC, and WOM intention, whereas SN is a non-significant predictor. Further, the result of importance-performance map analysis (IPMA) indicates that while PBC seems to be the most important predictor of intention to WOM, the attitude needs to be the highest priority from service providers. Accordingly, practical implications for travel agency management are recommended. Various suggestions for future research are also made.

How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention

We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived personal relevance and intrusiveness on brand attitude (Ab) and click intention (CI). Perceived personalization improves Ab and CI by increasing the perceived personal relevance and, unexpectedly, by decreasing the perceived intrusiveness of the ad. Study 2 (N = 264) extends the processing mechanism of personalized advertising by additionally including the mediating effects of self-brand connection and reactance toward the ad. Perceived personalization has a positive indirect effect on self-brand connection via perceived personal relevance, but not via perceived intrusiveness. Self-brand connection, in turn, has a positive effect on consumers’ responses. Contrary to expectations, reactance does not significantly affect brand responses. Study 2 also examines the moderating role of perceived privacy protection by the SNS. Higher levels of perceived privacy protection by the SNS do not strengthen the indirect effects of perceived personalization.

Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity

As influencer marketing becomes increasingly popular among luxury brands, concerns have arisen regarding the selection of appropriate influencers to represent specific brands. This research examines how a poor fit between influencers and the luxury brands they endorse can lead to brand attitude dilution, which in turn could influence consumers’ WOM and purchase intentions. We also considered whether self-concept clarity, an individual trait regarding clarity of self-beliefs, moderates this effect. A web-based survey was conducted to assess attitudes toward luxury brands’ influencer endorsements in China. The results showed that consumer perceptions of a poor fit between influencer and endorsed luxury brand leads to dissatisfaction with the brand’s endorsement and dilution of the brand, which in turn negatively affects one’s purchase intentions toward the brand and WOM intentions toward the brand’s activity related to the endorsement. This study also revealed that the effects of a poor fit on brand attitude dilution via dissatisfaction is moderated by self-concept clarity. This study highlights the importance of the influencer-brand relationship while considering consumer characteristics to design effective influencer marketing campaigns.

Spatial and human crowdedness, time pressure, and Chinese traveler word-of-mouth behaviors for Korean restaurants

This study aimed to examine the perceived crowdedness (Human, Spatial), emotions, customer satisfaction, and WOM intentions relationships while visiting a crowded restaurant in Korea. Additionally, it estimated the potential moderating role of perceived time pressure on the proposed structural model. The obtained cross-sectional survey data was evaluated and validated utilizing a systematic analysis process. The results indicated both significant and insignificant relationships of spatial crowdedness and human crowdedness to generate positive and negative emotions. It also determines the critical role of perceived time pressure in moderating the relationship between satisfaction and WOM intentions. The implications for marketing managers and future research directions in restaurants were also discussed.

The Effects of Bakery Cafe’s Selection Attributes on Customer Satisfaction and SNS WOM Intention: The Moderating Effect of Information Source

The Effects of Bakery Cafe’s Selection Attributes on Customer Satisfaction and SNS WOM Intention: The Moderating Effect of Information Source

High-involvement HRM and positive WOM intentions: a mediation model

PurposeThis study proposes and tests a conceptual model hypothesizing that perceived high-involvement human resource practices (HIHRPs) influence organizational members’ positive word-of-mouth (PWOM) intentions, via the mediating mechanisms of perceived organizational support (POS) and positive affect (PA).Design/methodology/approachQuestionnaire data were collected from 194 working individuals and were analyzed by using structural equation modeling and the SPSS PROCESS macro.FindingsThe findings of this study are as follows: perceived HIHRPs had a significant positive influence on organizational members’ POS and PA; POS and PA were each significantly and positively related to PWOM intentions; the relation between HIHRPs and PWOM intentions was significantly mediated by POS and significantly mediated by PA; when included in one model, POS and PA together fully mediated the relationship between HIHRPs and PWOM intentions.Originality/valueThis study is one of the first to develop and empirically test a model identifying the HR determinants of personnel’s PWOM intentions, an area overlooked within the human resource management and organizational behavior literature. The study is also the first to examine the mediating effects of POS and PA on the relationship between HIHRPs and PWOM intentions.

소셜미디어 인플루언서의 특성과 소비자의 설득지식이 구전의도에 미치는 영향 : 유튜브의 뷰티 인플루언서를 중심으로

소셜미디어 인플루언서의 특성과 소비자의 설득지식이 구전의도에 미치는 영향 : 유튜브의 뷰티 인플루언서를 중심으로

소셜미디어 인플루언서의 특성과 소비자의 설득지식이 구전의도에 미치는 영향 : 유튜브의 뷰티 인플루언서를 중심으로

소셜미디어가 소비자의 주요 정보탐색 채널로 대두되며, 기업은 소셜미디어 내에서 소비자의 의사결정 과정에 영향을 미칠 수 있는 소셜미디어 인플루언서를 활용한 마케팅에 주목하고 있다. 이에 본 연구는 소셜미디어 인플루언서의 효과를 탐색하기 위하여 인플루언서의 정보원 특성과 소비자의 설득지식에 주목하였다. 연구 결과, 소셜미디어 내 인플루언서의 정보원 특성인 전문성과 동질성은 각각 구전의도에 긍정적인 영향을 미쳤는데, 동질성보다 전문성이 구전의도에 더 큰 영향을 미치는 것으로 나타났다. 다음으로 본 연구는 인플루언서의 동질성과 전문성, 소비자의 설득지식이 구전의도에 미치는 영향을 살펴보기 위하여 삼원상호작용효과를 분석한 결과, 설득지식이 높게 활성화되는 구간에서 동질성과 전문성은 구전의도에 유의한 영향을 보였다. 특히 설득지식이 높게 활성화되고 동질성이 높은 경우에 전문성은 구전의도에 더 큰 영향력을 미치는 것으로 나타났다. 이러한 연구 결과는 인플루언서의 상업적 콘텐츠에 대한 고지를 의무화하는 규제가 심화하는 현시점에서 인플루언서 마케팅에 대한 소비자의 설득지식이 활성화될 때 정보원의 특성인 전문성과 동질성이 소비자 반응에 주요한 영향을 미친다는 것을 규명하였다. 본 연구는 인플루언서 마케팅의 설득 효과에 영향을 미치는 주요 변수 간의 복합적인 효과를 규명함으로써 이론적 또는 실무적 시사점을 제공해 줄 것으로 기대한다.

골프 인플루언서의 정보원천이 구전수용 및 행동의도에 미치는 영향

[목적] 본 연구에서는 골프 인플루언서의 특성이 소셜미디어 이용자에게 있어 구전수용과 행동의도에 대한 영향을 알아보고, 이를 통한 새로운 마케팅 전략을 수립하는 것에 기초자료를 제공하고자 한다. [방법] 소셜미디어 이용 경 험이 있으며 골프 인플루언서를 팔로워하는 골퍼를 대상으로 판단표본추출법을 이용하여 모집단을 선정하였으며, 총 400부의 설문지를 배포하였으며 총 378부를 결과분석에 사용하였다. [결과] 첫째, 골프 인플루언서의 정보원천의 신뢰성, 매력성 요인이 구전수용 영향을 미쳤다. 둘째, 정보원천의 신뢰성 요인만이 구매의도에 영향을 미쳤다. 셋 째, 정보원천의 신뢰성, 매력성 요인이 추천의도에 영향을 미쳤다. [결론] 골프 인프루언서들은 효과적이고 효율적인 소셜미디어 운영을 위해 추종자들과의 신뢰를 구축하고 흥미를 유발하면서도 독특성 있는 콘텐츠로 이용자로 하여 금 매력을 느끼게 해야 할 것이라 판단된다.

A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention

This research develops a conceptualized model that illuminates the role of luxury perceptions in explaining consumer engagement in social media WOM and luxury purchase intention. It also explores the moderating effects of consumer demographic characteristics and perceived social status. The proposed model is validated by using SEM in AMOS against 282 samples, and chi-square difference test is applied to test the moderating effects. The findings demonstrate that social media WOM positively influences consumer luxury purchase intention. Perceived quality highly influences functional and social value, and social media WOM is strongly influenced by personal and functional value. This research 1) highlights the powerful role of social media WOM in enhancing luxury brands purchase intention, 2) extends current body of knowledge of the social media WOM and its focal antecedents, and 3) shows how consumer characteristics (e.g., age, gender, income, education, perceived social status) are important for developing customized marketing strategy to promote luxury brands on SNS. Overall, this study helps firms to understand which aspect of luxury brands to be emphasized to initiate consumers into social media WOM, which in turn, influences purchase intention.