Word Of Mouth Activities Research Articles

Exploring Social Sharing Value: Effects on Customer Attitudes and Behaviors in Restaurant Livestreaming.

In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the stimulus-organism-behavior-consequences (SOBC) model. Analyzing data from 1139 livestream viewers using partial least squares-path modeling (PLS-PM), the results reveal that SSV significantly enhances viewers' trust, satisfaction, word of mouth (WOM), and behavioral intentions. Trust was shown to elevate satisfaction, which, in turn, positively impacts WOM and purchase intentions. Among the SSV's components, brand intimacy emerged as highly influential. Notably, behavioral intention was found to significantly influence WOM activities, underscoring the critical role of proactive customer behaviors in promoting the brand. This study extends social exchange theory by quantifying relationship quality and adapting it to digital consumer interactions in the restaurant industry. The findings highlight the importance of cultivating SSV to bolster customer trust and satisfaction, thereby enhancing loyalty and advocacy. Effective engagement through livestreaming can amplify brand intimacy, establishing it as an indispensable strategy for maintaining competitiveness in the restaurant sector.

Word-of-mouth among blood service employees who also donate blood: a qualitative investigation of advantages and challenges for dual-role donors

BackgroundDespite word-of-mouth (WOM) and electronic WOM (eWOM) influencing people’s willingness to donate blood, no research has explored this behavior among blood service employees who are also donors. This underexplored segment is highly important, as they are generally committed to both the organization and the cause and are likely more informed on the topic of blood donation than the average donor.MethodsThis study comprised six online focus groups with 26 Australian Red Cross Lifeblood employees who are also donors. Questions covered a range of blood donation and WOM topics, including when they became blood donors, if they had engaged in WOM about blood donation, what they had talked about and with whom, and what were audience reactions. Thematic analysis was then used to explore how responses related to the employees’ motivations, opportunities, and abilities to engage in WOM and eWOM about blood donation.ResultsWhile most employee-donors saw alignment in their employee and donor roles, advocating for blood donation was not considered a necessary part of either role. Educating others about blood donation was a common goal of employee-donor WOM and eWOM, and almost all employees engaged in reactive WOM, triggered by events (e.g., recent donations) or questions about their work. Employee-donors in donor-facing roles (e.g., communications and collections staff) felt more aware of the importance of encouraging others to donate blood and were also more likely to be proactive in their WOM activity. Along with these perceived advantages of having a dual role, employee-donors also identified some disadvantages, such as unrealistic expertise expectations and negative audience responses that can be difficult to navigate.ConclusionsBeing an employee-donor is a double-edged sword. For example, increased opportunities to talk about blood donation and access to more information can be offset by having to respond to more challenging questions/comments and expectations, while appropriately representing their employer. More research is needed among those in employee-donor roles within the healthcare and/or non-profit sectors, to determine whether these are issues faced more broadly, and how those in dual roles can be most effectively supported to engage in positive WOM and eWOM.

실내악 작품명성, 연주자명성이 관람만족, 고객충성도, 구전활동에 미치는 영향

audience’s loyalty and their word of mouth activities to the chamber music. The study was implemented to understand the effect of the reputation and the popularity of the music to the audience’ loyalty and satisfaction and to provide sufficient and essential data for conductors and operators of chamber music. A questionnaire has been conducted on people who are located residing in Wonju and have experience of attending musical concert within in last 3 years for empirical purpose. The purpose and the method of the questionnaire were informed in advance thoroughly when it was carried out just before they answered it. Sampling method was carried out by using nonprobability sampling and convenience sampling, the summery of result as follows Firstly, the popularity of the music and the degree of fame of the players have a positive effect on the satisfaction of audience and the popularity of the music have an effect most of all. Secondly, on relation between audience’s satisfaction and the loyalty audience’s satisfaction of the music have a positive effect on their loyalty. Thirdly, the loyalty of the audience have a positive effect on their word of mouth activities. Fourthly, satisfaction the audience have from the chamber music concert, have a positive effect on their word of mouth activities. It is found out that the popularity of music and the degree of fame of the players have a positive effect on the audience’s loyalty and thier word of mouth activities in this research, which suggests that vitalisation of chamber music should be carried out through development and management of audience.

Aktivitas Komunikasi Pemasaran Jasa Bellshoes Loundry

Bellshoes Laundry implements marketing communication activities in selling its services as an effort to deal with any problems that arise. In this way, they can ensure that information about their services is conveyed well to customers and potential customers, and ensure that good relationships are maintained. This helps Bellshoes Laundry to remain competitive in the market and maintain customer satisfaction. The aim of the research is to determine marketing communication activities for Bellshoses Laundry services. The research was conducted using descriptive qualitative methods. In accordance with the problems studied, data collection was carried out using interview techniques, observation, documentation which were useful in providing facts and data regarding communication activities and their obstacles to being presented and analyzed. The research results show that the marketing communication activities carried out include advertising, packaging, merchandising and word of mouth activities.

The Impact of the Emotional Responses of Korean Students Participating in School Sports.

Physical education in schools improves students' health, physical strength, and lifelong physical engagement. Therefore, participation must be encouraged. This study aimed to investigate the relationship between emotional responses and participation satisfaction, word-of-mouth (WOM) praise, and WOM activity in students participating in school sports. Few studies have considered WOM praise and activity separately. This study addresses this gap in the literature. In 2023, a survey of total of 345 students in Gyeonggi-do, Korea, was conducted using convenience sampling. Data processing included factor analysis to verify validity and reliability, correlation analysis, confirmatory factor analysis, and structural equation modeling to test the hypotheses. The results confirmed a relationship between the emotional responses of students and satisfaction with participation. The emotional responses (ventilation [P<0.001], sense of dominance [P<0.001]) significantly affected participation satisfaction, and the latter had a possible causal relationship with WOM praise (P<0.001) and activity (P<0.001). The emotional responses of school sports participants were related to participation satisfaction, WOM praise, and WOM activity. Participation satisfaction significantly affected WOM praise and WOM activity. Therefore, to contribute to students' lifelong health, school sports programs should be developed and implemented to induce positive emotional responses, ensure students' participation in school sports, and improve their future quality of life.

The Effect of Hair Shop Promotion on Purchasing Behavior and Oral Intention

Beauty art industry is a big market, Driven by Cut-Throat Competition and changing consumer preferences and social phenomenon, and suffer from a more rational and obvious new operating strategies are needed. Therefore, this study aims to present basic data necessary to find ways to more actively carry out promotion purchase behavior and word of mouth activities in hair shops due to social changes by verifying the effect of hair shop promotion on purchase behavior and word of mouth. As a result, women in their 20s had the highest educational background, unmarried, and vocational students, with an average monthly income of less than 1 million won. As a result of factor analysis on hair shop promotion, purchase behavior, and word of mouth intention all derived a single dimension, and hair salon promotion was found to have a significant effect on purchase behavior and word of mouth intention. The conclusions and suggestions for these results are as follows. First, when planning promotions to expand consumers' purchasing behavior for hair shop promotions, promotions are conducted for various target groups such as age, gender, and occupation, and various media such as advertisements (POP), messages, SNS, and blogs can be used to promote them. Second, it is judged that consumers' word of mouth intention should be further enhanced by conducting review events such as SNS review events, blog review events, and Naver Place review events together. In addition, since the range of preferred promotions is small, it was difficult to accurately investigate the effect on purchasing behavior and word of mouth intention within the range of more diverse promotions to customers. In future studies, it is expected that more detailed improvement plans will be derived from the hair shop promotion initiative of beauty workers through analysis of a wider type of promotion and detailed expansion studies such as gender, region, and age.

KEUNGGULAN PERAN EXPERIENTIAL MARKETING DALAM MENCIPTAKAN CONSUMER SATISFACTION

The superiority of the role of experiential marketing in creating consumer satisfaction is largely determined by the role of celebrity endorsement and word of mouth in the equation format of the research model. the role of celebrity endorsement and word of mouth in advertising to build product/service introductions in understanding the functions and characteristics of products/services. An endorser is selected from a reference group who is considered to have the ability to serve as a role model for the target market so that apart from acting as an information provider, he communicates the value features of the product/service benefits through the application of media technology but can also persuade consumers to make a purchase. On the other hand, word of mouth plays a role in disseminating product/service information massively through social media such as YouTube, WhatsApp, Line, Google, Facebook, and other applications on devices connected to other internet connections, and forming a network (buzzer) that can create customer satisfaction. Because word of mouth activities are based on a person's experience in consuming a pleasant product or service. This research method uses a quantitative approach and is included in the type of explanatory research sourced from the results of the analysis of processed primary data. Data was obtained through a survey by distributing questionnaires using a Likert scale as an alternative to respondents' answers. The analysis of the model equation using path analysis aims to test and analyze the advantages of the role of experiential marketing in creating consumer satisfaction through celebrity endorsement and word of mouth as intervening variables. The results of the analysis show that; 1) The experiential marketing variable has a significant positive effect on celebrity endorsement and word of mouth; 2) The role of experiential marketing variables is proven to be able to create consumer satisfaction indirectly through celebrity endorsement variables and word of mouth.

The role of loyalty and satisfaction in forming word-of-mouth influence in a B2B environment: EvIdence from the knitting industry of Indonesia

This research aims to find how effective word of mouth in a B2B environment is based on loyalty and customer satisfaction. Word of mouth (WOM) influence among the knitting industry is very important, since it provides sustainability for the business itself. Using PLS (Partial Least Square) modeling, this study provides additional evidence indicating customer satisfaction has both direct and indirect effects on B2B partners’ positive WOM activities. The B2B samples were collected from knitting industries in Indonesia. The research finding indicates that a high level of customer satisfaction directly increases positive WOM activities; the mediation effect of customer loyalty between customer satisfaction and WOM activities also has a significant effect.

Customer versus member engagement: Does mutuality matter?

The purpose of this study was to examine the relative importance of customer engagement (CE) on customer loyalty (CL) and word of mouth (WOM) within co-operative and mutual enterprises (CMEs), and to see how these relationships compared to those found in more mainstream investor-owned businesses (IOFs). A large sample (n = 856) of CME members and IOF customers was drawn from an online consumer panel, with broadly equal numbers in each, who completed a questionnaire examining their CE, CL, and propensity for WOM. A path model, estimated by PLS, was used to examine the relationships between four dimensions of CE (engagement attention, co-development, enthusiasm, and interaction). Although the study did not find significant differences between CME members and IOF customers in terms of the influence CE had on CL and WOM, it did find CME members had higher CE scores across all dimensions. With engagement enthusiasm (EE) as the most influential factor, followed by engagement attention (EA). The study provides empirical evidence of the influence CE has on both CL and WOM, as well as the propensity of CME members to have higher levels of CE. This offers robust support to the importance of mutuality within CME businesses. The study provides further evidence of the importance of CE in fostering CL and WOM, as well as the relative importance of EE enthusiasm and EA in this. For managers of CMEs the study shows the strength of mutuality in fostering member CE. For IOF managers, it suggests that CE does matter, and it should be monitored. • Engagement attention and engagement enthusiasm have most influence on loyalty and WOM. • CME members were significantly more engaged across all factors than were customers of investor-owned firms (IOFs). • No significant differences were found between CME members and IOF customers in their loyalty or WOM activity. • CMEs have a natural advantage in member engagement, but don’t take advantage of this in their competition with IOFs.

ANALYSIS OF MARKETING COMMUNICATION STRATEGY TO MAINTAIN THE CUSTOMER LOYALTY (Study case on Janji Jiwa Volume 667 Tomohon)

The intention of this research is to analyse the marketing communication strategy that implemented by Janji Jiwa volume 667 in order to build and maintain the loyalty of the customers. This research is a qualitative research with descriptive characteristic. In this research the population is in form of social situation that consist of place, actors and activity that interacts in synergy. In this case the object is Janji jiwa volume 667 coffee shop. And the ample is in form of subject which are the people that are related with the marketing communication strategy of Janji Jiwa volume 667 owner, manager, and baristas until the customers. The data colection methid in this research are interview, observation and documentation, where the indicators of colected data are the marketing communication strategy that implemented by Janji Jiwa volume 667 which are Advertising, Sales promotion, Personal seling and word of mouth activity. And also the factors that supporting and the obstaclest in implementing marketing communication strategy. The result of this research indicate that the marketing communication strategy of Janji jiwa volume 667 is effective and accurate to attract target customer and succeed in maintaining the loyalty of the customers. The result is proven with the total amount of the customers that came to Janji jiwa volume 667 and bought the products that are provided and served in Janji Jiwa volume 667. Keywords : Marketing communication strategy, Customers Loyalty, promotion, Advertising, Sales promotion, Personal selling and word of mouth.

E-Commerce Websites, Consumer Order Fulfillment and After-Sales Service Satisfaction: The Customer Is Always Right, even after the Shopping Cart Check-Out!

Purpose: This research identifies the critical factors of online service delivery of electronic commerce (ecommerce) websites, including website attractiveness, website functionality, website security and consumer fulfillment during an unprecedented Coronavirus (COVID-19) pandemic. Design/methodology/approach: A structured questionnaire was used to gather data from 430 online respondents, who were members in popular social media groups. The survey instrument relied on valid and reliable measures relating to electronic service quality (e-SERVQUAL), to better understand the participants’ satisfaction with shopping websites as well as their loyal behaviors and word-of mouth activities. Findings: The findings reported that consumers valued the e-commerce websites’ features and their consumer order fulfillment capabilities. These factors increase the consumers’ satisfaction with online shopping experiences, generate repeat business as well as positive reviews in social media. Originality: This contribution posits that e-commerce websites’ ought to be appealing, functional and offer secure transactions. More importantly, it suggests that online merchants should consistently deliver a personalized service in all stages of an online purchase, including after the delivery of the ordered products. Research implications/limitations: This study addresses a knowledge gap in academia. To date, little research has focused on the consumer order fulfillment aspect of e-commerce transactions and on the aftersales services of online businesses.

Impact of word of mouth via social media on consumer intention to purchase cruise travel products

ABSTRACT Social media has changed how tourists source and assess information about tourist products and destinations. Tourists can now easily share their travel experiences through text-based posts, photographs, and real-time videos on social media. Such word of mouth (WOM) allows tourists to focus on and develop an interest in diverse tourism experiences and efficiently interact with other travelers as reliable information sources. However, studies on the cruise industry remains scarce in this issue. Thus, this study examines the impact of travel information sourced from social media on consumers’ purchase intentions with WOM (WOM praise and WOM activities) as a mediating factor. The analysis employs a value-based adoption model derived from prospect theory and mental accounting theory from the perspective of benefit maximization (information reliability and enjoyment). Empirical data are collected (n = 305) using a survey. Structural equation modeling reveals that social media users’ WOM significantly influences consumers’ purchase intentions. That is, WOM increases the benefits of sourcing information on cruise travels from social media. Further, experience sharing through WOM significantly impacts consumers’ decision making. The study concludes with theoretical and practical implications.

Faktor-Faktor yang Mempengaruhi Kepuasan Konsumen Pengguna Layanan Pembelian Secara Daring: Peran Kepuasan Konsumen Sebagai Mediator

The purpose of this study is to analyze the influence of several antecedents of customer satisfaction in the online shopping industry, namely site design, time savings, product variation, and shipping performance, and its consequence on customer satisfaction and word of mouth. This study uses purposive sampling with repeat buyer criteria. 100 samples qualify and deserve to be tested after testing their validity and reliability. The results showed that site design, time savings, and delivery performance significantly affected customer satisfaction. Meanwhile, site design, time savings, and product variations affect word of mouth. In addition, the results also confirm the hidden role of customer satisfaction as a partial mediating variable. Thus, the market must increase the availability of products and services to increase customer satisfaction in order to increase word of mouth activities.

Assessing hierarchical model of word of mouth in social media: its implication for entrepreneurs

The purpose of this study is to find out how to assess the hierarchical model by word of mouth on social media. The growth of the Internet and social networking sites made social media word-of-mouth (WOM) has the power to reach more people and is therefore perceived as the most efficient and effective tool for business entrepreneurs for advertising and publicity of their products and services. However, there is lack of consensuses on how to develop strategic social media campaign due to the dynamics of activities based on the platforms. To fill this gap, this study developed an instrument to measure social media WOM activities and test the relationship between these activities using partial least square (PLS). This research uses descriptive analysis method. The finding confirmed the hierarchical relationship of WOM social media activities, namely. “consuming” strongly lead to “contributing” and “creating” activities, and “contributing” influenced “creating” activity. The results of this research is the potential impact to help entrepreneurs who use social media to maintain their relationships with consumers. It can be concluded it is important to administer the three social media WOM activities simultaneously to achieve a consistent social media presence. Experimental and incomplete social media utilization that has been practiced by most entrepreneurs to this day will spare social media marketing full potential.

Kepuasan pemustaka Perpustakaan UIN Sunan Gunung Djati Bandung dan pengaruh word of mouth pemustaka

Library activities that are directly felt by users are services, which are considered the spearhead of libraries. Guarantee and empathy aspects of the Servqual Model and effect of service aspects on the LibQual + TM model are all closely related to one of the factors, namely librarian language skills, both verbal and non-verbal. Moreover, users who have used these services can be effective promotional tools to affect other users through Word of Mouth (WOM) promotion. WOM in an Islamic perspective can mean ‘da'wah’, an invitation to do good. This study aimed to examine perceptions of satisfaction with the librarian language skills and their relationship with WOM among UIN Sunan Gunung Djati Library users. Librarian language skills are divided into two categories, namely verbal and non-verbal. Verbal aspects consist of vocal parameters, word selection, sentence structure, and convenience aspects to be understood. Non-verbal aspects include gesture parameters, body position, tone, and intonation. The research method used survey method with a total sample of 400 users. Determination of the number of samples was performed by Slovin method and selected by accidental sampling technique. Results showed, Consumer Satisfaction Index (CSI) for verbal communication was 3.325, and non-verbal communication was 3.253. Both were in the "moderate" satisfaction range on a scale of 5. More than 22% of satisfied and very satisfied users stated that their satisfaction would continue with various WOM activities to invite others to visit the library. This shows the influence of satisfaction with WOM activities, although still on a small scale.

The effect of consumer emotions on outcome behaviors following service failure

PurposeThe purpose of this paper is to explore the role of emotions that consumers experience following service failures and to assess the effects of each of these emotions on important behavioral outcomes.Design/methodology/approachThis paper extends the work of Wetzer et al. (2007) and draws upon the existing literature to test a series of research hypotheses tying emotions to four important behavioral outcomes primarily using stepwise regression.FindingsWhen a service failure occurs, customers experience any of a variety of negative emotions. The effect on behavioral outcomes depends on the specific emotion experienced by the consumer. The current research, which benefits by using retrospective experience sampling, finds that frustration is the predominant emotion experienced by customers following service failure, but that anger, regret and frustration affect behavioral outcomes. Uncertainty also plays a role.Research limitations/implicationsFuture research should investigate the antecedents of propensity for emotions and predisposition toward industries, as well as the consequences of word-of-mouth (WOM) praise and WOM activity. Additionally, emotions could be examined by service stage. Several other moderators could be investigated, including severity, complaining behavior, repeat occurrence, service importance, remedies and forgiveness, product vs process failures, tenure, gender and age.Practical implicationsThe current research emphasizes the importance of understanding which emotion is being experienced by a customer following service failure to identify the behavioral outcomes that will be most impacted. The specific managerial implications depend upon the specific emotional response experienced by the customer and are discussed separately for anger, regret and frustration. Service personnel must be trained to recognize and address specific customer emotions rather than to provide a canned or generalized response.Originality/valueTo date, there has been little, if any, systematic research into the effects of multiple discrete negative emotions on multiple desirable behavioral outcomes. The current study examines six discrete emotions. Predominant emotions are differentiated from emotional intensity. The behavioral outcomes of reconciliation and reduced share-of-wallet are added to the traditional outcomes of repatronage intentions and negative WOM. While existing research tends to rely on a scenario approach, this study uses the retrospective experience sampling method. The authors distinguish between mixed emotions and multiple emotions. The relative effects of disappointment and regret are examined for each of the four outcomes. Finally, importance-performance map analysis was applied to the findings to prioritize managerial attention. Numerous managerial and research implications are identified.

The Relevance of Positive Word-of-Mouth Effects on the Customer Lifetime Value - A Replication and Extension in the Context of Start-ups

This paper investigates the importance of positive word-of-mouth (WOM) effects on estimating the customer lifetime value (CLV) in start-up businesses. In line with prior research, we assume that, especially in young companies such as start-ups, managers and investors neglect the impact of WOM and therefore underestimate the CLV. To examine this assumption, self-collected WOM data is integrated into calculation of the CLV of a one-yearold online grocery retailer start-up. The CLV of 632 customers is combined with a survey about positive WOM activities. The study shows the high relevance of WOM for start-ups in a noncontractual as well as service setting, thereby calling for integration of WOM into calculation of the CLV.

The influence of customer value on word of mouth: a study of a financial services company in Brazil

Purpose – Our study analyzes the non-linear effect of customer lifetime value (CLV), which accounts for the revenue accumulated over the lifetime of a customer relationship, calculated using a discount rate, on customer referral value (CRV), which accounts for the value created by customers converted to the firm. Design/methodology/approach – We collected data from customers of a financial institution that provides retirement plan products. A random sample of 768 customers provided the full names of individuals to whom they made a recommendation. After these names were elicited, respondents and referrals were identified in the firm’s records, and we calculated the CLV and CRV values. Findings – The results show the existence of a U-shaped effect of CLV on CRV, and a negative linear effect of CLV on recommendation intention. Originality/value – Our study contributes to the body of literature on word of mouth by focusing on a product and business segment with low perceived brand differentiation and low customer involvement. We contribute to the marketing literature by showing a U-shape relationship between CLV and word of mouth activity, represented by CRV.

Word of Mouth: A Literature Review

Purpose – The purpose of this paper is to understand, summarize and highlight the current research work in the area of word-of-mouth (WOM) along with the existing gaps in the literature. Design/Methodology/Approach – This study is a qualitative analysis of 20 research articles from peer-reviewed sources covering a span of 14 years from 2002 till 2016 addressing WOM, its antecedents, the effects and its role in the overall larger context. Findings – WOM strongly impacts consumer behavioral attitudes. Tie strength, stickiness, loyalty, monetary influence can moderate the WOM influence. However it remains to be seen the how various personality traits gets affected. Practical Implications – The findings of this review may help potential marketers to understand WOM and its intricacies and follow the best approach to maximize the WOM effect. Originality/Value – Given the limited amount of the literature focused, this paper summarized the existing work so that researchers and organizations can use this knowledge and focus on their WOM activities. It also highlights the research opportunities for scholars interested in pursuing further studies in this area. Keywords – Word of mouth, WOM, referral, reviews, ratings Paper Type – Literature Review

Antecedents of customer participation in business ecosystems: evidence of customers’ psychological ownership in Facebook

Customers can influence the health of business ecosystem through their participation. What are the determinants of customer participation at the business ecosystem level? This study addresses this question by proposing a research model integrating the organizational socialization of customers, customer participation, and psychological ownership. It proposes customers’ psychological ownership as an antecedent of their participation in the business ecosystem. No study to date has empirically examined customer participation in business ecosystems. This study tests the hypotheses based on online survey data from 397 Facebook users. The results show that psychological ownership is a significant determinant of customer participation in the business ecosystem via word-of-mouth (WOM) and boycott intention. The result of our study also indicates that customer socialization significantly affects customer participation in the individual firm, which in turn leads to an increased psychological ownership. This study (a) broadens the concept of customer participation by examining it via the business ecosystem lens and (b) highlights WOM and boycott activities as examples of customer participation at the business ecosystem level.