Word Of Mouth Communication Research Articles

HOSPITAL BRAND IMAGE AND DETERMINANTS IN MEDICAL TOURISM: THE CASE OF SAMSUN

The aim of this study is to reveal the effects of word-of-mouth marketing, hospital social media accounts, user social media accounts, hospital advertisements and price policy on hospital brand image from the perspective of medical tourists visiting Türkiye. Data were gathered using English, Arabic, and Turkish questionnaires from 1 July 2023 to 31 December 2023. There is a strong and positive relationship between hospital brand image, word-of-mouth communication (WOM), hospital social media use, social media accounts of followers, hospital advertisements (r>0.500, p<0.01). Hospital brand image is influenced by word-of-mouth communication (WOM), hospital social media use, social media accounts of followers, hospital advertisements and price perception (p<0.05). As a result of the study, it was de termined that social media use and marketing activities were the most important predictors in the formation of hospital brand image.

Social media or word of mouth: Maintaining a healthy lifestyle during the COVID-19 pandemic in Indonesia

The purpose of this study is to examine how public opinions about maintaining a healthy lifestyle during the COVID-19 pandemic are influenced by social media and word-of-mouth (WOM). The research method used is a quantitative approach. This research was conducted in Jakarta by collecting data through the distribution of questionnaires to 200 respondents. The respondents were selected through a purposive sampling technique with several characteristics. Hypothesis testing in this study uses multiple linear regression analysis. The findings of this study show that there is a significant influence between social media and WOM on people's healthy lifestyles during the COVID-19 pandemic. This is indicated by the results of the regression equation which shows a positive correlation. In other words, health promotion during the COVID-19 pandemic is influenced by social media and WOM. The study also concluded that during the COVID -19 pandemic, people relied heavily on opinion leaders in their communities and on social media which they followed. This is due to the impact of technological advances. They are used to accessing social media for health information. So the role of WOM is very influential in people's attitudes towards healthy living. This research has implications for the healthy lifestyles of people in Indonesia. In addition, interpersonal WOM communication strategies are important in building a society that values healthy lifestyles after the COVID-19 pandemic.

Implementation of an Expanded Promotion Mix in Increasing New Student Acceptance of SMK Wira Harapan, Badung, Bali

The objective of this study is to ascertain the impact of Digital Marketing, Word of Mouth Communication, and door-to-door advertising on the decision-making process of students while selecting Wira Harapan Badung Bali Vocational School. The research design used is quantitative causality. The sample that will be used in this research is 143.7 or 150 respondents. Data analysis in this study used multiple linear regression. The research findings indicate that internet marketing, word of mouth, and door-to-door advertising have a substantial and favorable impact on students' decision-making process on their choosing. Digital marketing, WOM and door to door promotions simultaneously influence voting decisions. It is recommended to pay attention to the content shared in digital marketing, increase WOM by interacting more with consumers and consider door to door promotions which can increase the decision to choose Wira Harapan Vocational School.

The Effect Of Discounts And Word Of Mouth Communication On Purchasing Decisions At Src Al-Badar Wholesale Stores

Currently, the business world is very competitive, especially in Indonesia. This is shown by the increasing number of traditional businesses that are starting to transition to modern businesses, or perhaps new modern businesses. This study uses Quantitative Research, a research method that collects data in the form of numbers or numerical data to be analyzed statistically. The results of hypothesis testing show that the variable Price Discount, Word of Mouth simultaneously has a positive effect on consumer purchase decisions. From the partial results, the discount has a positive and significant effect on the purchase decision at the Al-Badr src graosir store. Simultaneously, discounts and word of mouth communication have a positive and significant effect on product purchase decisions at the Al-Badr src wholesale store.

What factors determine the intention to use and recommend public autonomous shuttles in a real-life setting?

PurposeUser acceptance is a necessary precondition to implementing self-driving buses as a solution to public transport challenges. Focusing on potential users in a real-life setting, this paper aims to analyze the factors that affect their willingness to use public autonomous shuttles (PASs) as well as their word-of-mouth (WOM) intentions.Design/methodology/approachGrounded on Unified Theory of Acceptance and Use of Technology (UTAUT2), the study was carried out on a sample of 318 potential users in a real-life setting. The hypothesized relationships were tested using partial least squares structural equation modeling (PLS-SEM).FindingsThe study reveals that performance expectancy, facilitating conditions, hedonic motivation and trust are significant predictors of PAS usage intention, which is, in turn, related to WOM communication. Additionally, the factors that impact the intention to use a PAS are found to exert an indirect effect on WOM, mediated by usage intention.Practical implicationsThis study includes practical insights for transport decision-makers on PAS service design, marketing campaigns and WOM monitoring.Originality/valueWhile extant research focuses on passengers who have tried autonomous shuttles in experimental settings, this article adopts the perspective of potential users who have no previous experience with these vehicles and identifies the link between usage intention and WOM communication in a real-life traffic environment.

Gender vs gender identity: which influences word-of-mouth communication more, and its implications for self-brand connection? In the case of Airbnb

PurposeThis study aims to explore the relationships between gender, gender identity and Word of Mouth (WOM). There are three objectives of this study. The first was to observe the impact of gender identity on WOM. The second was to examine the mediation role of self-brand connection (SBC) bridging the relationship between gender identity and WOM. The final one was to test the moderating role of gender.Design/methodology/approachThe conceptual model was tested by analyzing data collected via Mturk from Americans participants who use Airbnb. Confirmatory factor analysis was conducted to evaluate the psychometric property. To test hypotheses, the structural equation model was assessed. Further, Hayes’ PROCESS was adopted to examine the mediation role of SBC. The moderation role of gender was examined by the chi-square difference test.FindingsThe research outcomes elucidated that feminine gender identity exerted a noteworthy influence on WOM communication, whereas masculine gender identity appeared to bear no significant impact on WOM. It was determined that SBC operates as a potent mediator bridging the relationship between gender identity and WOM. Gender did not demonstrate a significant moderating effect on any part of the WOM communication pathway in the context of this study.Practical implicationsThe conclusions drawn from this research underscore that practitioners in the field of brand management should not overlook the crucial role of consumers' gender identity. It is imperative to cultivate robust, positive relationships with consumers as a strategic measure to engender favorable WOM communication.Originality/valueThis investigation distinguishes itself as one of the relatively scarce studies interrogating the relationship between gender identity, gender and WOM, specifically through the mediating lens of SBC. Consequently, the discoveries made herein have the potential to furnish unprecedented insights into comprehending consumer behavior in the hospitality industry with respect to WOM communication, particularly as it pertains to the dimension of gender identity.

The Effect of Customer Satisfaction on Word-of-Mouth Communication: The Mediating Role of Face Perception

Traditional theoretical research suggests that negative word-of-mouth (WOM) communication is stronger, but due to cultural differences between East and West, Chinese face psychology in interpersonal interactions affects consumers' WOM behaviors. Based on the theory of face psychology, this paper utilizes the experimental method to explore the relationship between face perception in customer satisfaction and willingness to spread WOM after consuming a high-end brand. The results show that in the case of satisfaction, positive WOM communication willingness is higher for premium brands than for ordinary brands in order to gain face, but in the case of failure, negative WOM communication willingness is lower for premium brands than for ordinary brands in order to avoid losing face; consumers' face perception has a mediating role between satisfaction and WOM communication willingness.

The influence of the Big Five, WOM communication and satisfaction on consumer loyalty in the Republic of Serbia

The concept of consumer loyalty plays an important role in business existence in the current competitive business environment. Consumer loyalty is researched in different ways by considering the characteristics of the consumer’s personality, mutual communication between consumers, and their satisfaction with the company, products/services and numerous other determinants. Consumer personality is a potential marketing strategy for increasing loyalty towards a company, product and/or service, because many customers choose products that match their personality. The manner of communicating and conveying the experience of the product also depends on the consumer’s personality traits, and this further affects a consumer’s loyalty. Also, consumer satisfaction is another concept of qualitative and quantitative assessment of consumers after purchase, and it is a predictor of consumer loyalty and a free source of promotion for the company. The authors’ goal is to examine the relationship between the concept of consumer personality, word of mouth (WOM) communication, consumer satisfaction, and loyalty on the mobile phone market in the Republic of Serbia, and then to make relevant conclusions about the mutual influence of the given factors in relation to the conducted empirical analysis. The data was obtained with the help of an online survey questionnaire, while the results were processed in statistical software packages for social sciences SPSS and AMOS. The research results show that all the researched variables included in the paper (Big Five, WOM communication, satisfaction) significantly influence consumer loyalty on the aforementioned market in the Republic of Serbia. The research explicitly builds on and contributes to previous literature on brand management, as it analyzes important predictors of consumer loyalty within a specific research area. Future studies could strengthen the existing literature by analyzing consumer loyalty towards a specific brand.

Investigation of the role of internet marketing, word of mouth communication and brand awareness on purchasing decisions: An empirical study in online stores

This research aims to investigate the role of internet marketing, word-of-mouth and brand awareness on purchasing decisions in online stores. The respondent sampling technique used in this research is a non-probability sampling technique, which uses a purposive sampling technique. The responses to this research were from 468 online store consumers. Measurements of “Internet Marketing”, “Word of Mouth Communication”, “Brand Awareness” and “Purchasing Decisions” were carried out using a seven-point Likert scale, ranging from strongly agree (1) to strongly disagree (7). In this research, the data was analyzed using the Partial Least Square (PLS) method with SmartPLS version 3.0 software. The stages of research data analysis are outer model testing, namely unified validity and reliability, inner model testing and hypothesis testing. Based on the results of data analysis, it is concluded that internet marketing, word-of-mouth and brand awareness had positive and significant effects on purchasing decisions. Better internet marketing will improve consumer purchasing decisions, brand awareness plays an important role in consumer purchasing decisions, and consumers will carry out word-of-mouth activities and tell other people about consumer experiences after consuming products, electronic word of mouth can help consumers in making buying decisions. Based on the results of data analysis, the study provides managerial implications as follows: online stores should evaluate the Internet marketing strategy used by the company by looking for information about what is currently trending among the public and forming a special team to carry out Internet marketing strategies to make them more attractive and creative and provide more complete information regarding products are marketed so that they attract consumers to make purchasing decisions.

Hizmet Kalitesinin Ağızdan Ağza İletişime Etkisi Çalışmalarına Yönelik Meta Analiz

Service quality refers to how effectively and satisfactorily a service meets customer expectations. This is based on factors such as the manner in which the service is provided, the level of satisfaction, conformity to customer needs, and the ability to exceed expectations. High-quality service adds value to customers, provides reliability, and supports long-term customer relationships. Word of mouth communication is a form of oral communication that occurs between individuals. It is a means by which individuals share information, feelings, or thoughts through oral communication tools such as face-to-face conversations, phone calls, and voice messages. The aim of this study is to bring together studies examining the relationship between service quality and word of mouth communication, conduct a reanalysis using meta-analysis, and make a significant contribution to the literature. The study data were obtained through a national and international literature review, and a total of 15 studies and 4600 samples were reached between 2011 and 2022, with specific limitations. The effect size (ES) obtained for the relationship between service quality and word of mouth communication through meta-analysis applied in the Jamovi program was determined as 0.569. The results indicate a high level of relationship between the two variables. Key Words: Word of Mouth Communication, Meta-Analysis, Service Quality, Communication, Service

Understanding the use of travel and restaurant platforms through the UTAUT2 model

PurposeReservation of travel and leisure services through the digital environment has gained a growing role in society, influencing the revolution of the sector. It needs to be noted that there is a considerable lack of formal approaches to the identification of factors for the positive reception and use of these digital tools. For this reason, it is necessary to establish the main factors influencing the adoption and use of digital travel and restaurant platforms (TRPs), adding to the theoretical model two new factors: trust and word-of-mouth (WOM). This paper aims to discuss the aforementioned ideas.Design/methodology/approachA theoretical model has been proposed, based on the extended unified theory of acceptance and use of technology (UTAUT2). Data collection was conducted through an online survey, in which 331 responses were compiled. Data obtained were analysed using structural equation modelling (SEM) with AMOS v27 software.FindingsThe results show that performance expectancy and WOM have a significant impact on the adoption of TRPs. However, it was found that effort expectancy, social influence, facilitating conditions, trust and price/value are not significant variables.Social implicationsThis research confirms that WOM communication positively influences the use of TRPs, facilitating various aspects for restaurant customers, including reducing wait times, streamlining the ordering process for allergic and intolerant customers, enhancing loyalty programs, order management and the opportunity to provide a personalised experience.Originality/valueThis study is the first to incorporate WOM variable into the extended UTAUT2 model applied to TRPs. Through a literature review, it has paved the way for significant future research directions that have not been adequately addressed by the scientific community, including the adoption and usage of food delivery platforms and online review platforms, as well as the behaviour of disabled customers towards these platforms.

A Study on Overview of Fast-moving Goods

Customer satisfaction is an indispensable component of the Marketing function and it can be simply defined the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals. With many companies turning customer centric, customer satisfaction levels are measured and plans for its improvement are done by all most all the businesses. Satisfied customers usually buy more and buy frequently. Loyal customers also act best promotional source to new customers. They tend to bring in more and more new customers through word of mouth communication. The taste and preferences of consumer are changed often. Every customer in the market has his/her own Brand Preferences. Customers will be looking for certain attributes before purchasing the products i.e., FMCG. The top FMCG, or consumer packaged goods, companies are characterized by their ability to produce the items that are in highest demand by consumers and, at the same time, develop loyalty and trust towards their brands

Word-of-Mouth Communication as a Promotional Tool in the Medical Tourism Industry

Word-of-Mouth (WOM) is an important element in marketing activities, including in the medical tourism industry. Medical tourism is the activity of traveling abroad for medical treatment. The positive experiences shared by other patients can increase patient confidence in treatment procedures and the selection of doctors and hospitals abroad. This study aims to analyze WOM communication as a promotional tool in the medical tourism industry based on the perspective of patients from Pekanbaru City who undergoing medical tourism to Malaysia. The study used a qualitative method by collecting data through in-depth interviews to 13 research informants consisting of 2 representatives from hospitals in Malaysia and 11 patients who had taken a medical tour to Malaysia. The results of the study found that in the medical tourism industry, WOM is an important element as a promotional tool seen from three aspects, namely the source of reference, the content of the message, and the credibility of the information. WOM communications for the medical tourism industry in Malaysia are sourced from references from other experienced patients, friends and family, medical practitioners and online e-WOM testimonials. The contents of WOM messages include treatment processes and procedures, medical costs, information about hospitals and doctors, as well as transportation and accommodation information. The credibility of WOM medical tourism information in Malaysia is based on information sourced from individuals who have direct experience, are recognized and trusted.

Pengaruh Word Of Mouth Dan Atribut Produk Terhadap Keputusan Nasabah Bank Muamalat Kcp Ponorogo Menggunakan Kartu Shar-E Debit Reguler GPN

In modern times there are still companies that use traditional promotion concepts, one of which is Bank Muamalat KCP Ponorogo which still prioritizes promotion through word of mouth / word of mouth communication, even though in the modern era like today promotions through social media such as Instagram, web, pamphlets and so on that are in great demand and widely used by other companies. In addition, the product attributes on the GPN Regular Shar-E Debit card are still not in accordance with the product attribute theory where there are often problems when used and the card often has errors. However, savings customers using the Regular GPN Shar-e Debit card product at Bank Muamalat KCP Ponorogo continued to increase.The purpose of this study was to determine and analyze the effect of word of mouth and product attributes on purchasing decisions for the Shar-E Debit Regular GPN card product for savings customers at Bank Muamalat KCP Ponorogo.Based on the results of the analysis concluded, word of mouth communication does not significantly affect purchasing decisions, while product attributes have a significant effect on purchasing decisions. However, word of mouth communication and product attributes together have an effect on purchasing decisions.

Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior

In today’s competitive environment, stimulating and maintaining customer engagement through gamified apps seems essential for gaining a sustainable competitive advantage. Consequently, gamification in marketing apps has garnered increased attention from companies interested in exploring how gaming processes and experiences can be utilized to create more engaging digital platforms. The objective of this study is to examine how consumer experiences and satisfaction with mobile gaming apps influence their purchase intentions and propensity to participate in word-of-mouth (WOM) communication. A total of 351 study participants who have used gamified mobile apps completed an online survey. The study results indicate that user experience with the gamified mobile apps has a positive influence on consumers’ perceived value and satisfaction. Furthermore, perceived value and satisfaction mediate the relationships between gamified mobile app experience and marketing outcomes, specifically purchase intentions and WOM communication. The implications for sustainable behavior are also discussed.

A Survey and Evaluation of Service Recovery Strategies on Complainant-Client Satisfaction, Word-of-Mouth Communication (WOM) and Client Loyalty in 5 Star Hotels in Moshhad

Service recovery (SR) is a process which is used to recover from a service failure. In this paper, service recovery consists of four dimensions, i.e., apology, redress, explanation and promptness. This study aims to measure the effects of SR on complainant satisfaction, customer loyalty and word of mouth communication (WOM). The study samples consisted of guests staying at 5-star hotels in Mashhad. The research was carried out over six mounts from November 2009 to April 2010, on complainant clients residing in each of the 5- star hotels in Mashhad city, such as, Homa, Pars and Pardisan. Data collection was done using a standard questionnaire, the content validity and reliability of which had been confirmed in many researches. The instrument utilised was a questionnaire having four sections which had been reviewed by Ekiz and Arasli based upon previous research evidence. The data was analysed using structural equation modelling that combines the measurement model and the structural equation model (Regression or path analysis) using one simultaneous statistical test. Results of the main assumption and its related suppositions show mere is a significant correlation between SR and complainant satisfaction, customer loyalty and WOM communication. Moreover, a significant relationship was also found to exist between the dimensions constituting SR.

The Employees’ Viewpoint of Corporate Responsibility in the Turkish Maritime Management Organization

Corporate Social Responsibility (CSR) is an emerging strategy for organizations to secure their status in the market that they serve. It is thought that the increase in CSR activities within and outside the organization, especially for maritime organizations, will positively affect the image of the institution. The current research aims to reveal the relationship between CSR perceptions of the employees in the maritime industry and corporate image (CI), employee satisfaction (ES), employee loyalty (EL) and word of mouth (WOM). The data obtained through a questionnaire from 284 office workers in a Turkish ship-owner company were tested with the Structural Equation Model using SPSS 24.0 AMOS 21.0 statistical package program. As a result, it was found that there is a positive relationship among CSR and ES, CI, WOM and EL. In addition, it has been concluded that CSR has a very high effect on CI, also CI has a very high effect on WOM communication.

Tourist involvement in vacation planning and booking: impact on word of mouth and loyalty

Purpose This paper aims to explore how different levels of involvement in the prevacation phase affect vacationers’ subsequent satisfaction, word of mouth (WOM) recommendations and loyal behavior with regard to the planning/booking process. Design/methodology/approach Data from a field study (N = 5,158) in a travel planning context are used to investigate the differences in WOM recommendations and loyalty between self-packagers (higher involvement) and package buyers (lower involvement). Findings Tourists who are less involved in the prevacation phase are more likely to recommend the planning/booking process, while more involved tourists are more likely to repeat the same planning/booking process than package buyers. Practical implications The findings have implications for tourist agencies, tour operators, tourism suppliers and tourism marketers in terms of customer retention and WOM communication. These findings also have theoretical implications for the WOM and loyalty literature. Originality/value This paper reveals how involvement in travel planning may affect satisfaction, WOM recommendation and loyalty behavior. These relationships have not been investigated before.

The Influence of Innovativeness on Revisit Intention: The Mediating Role of Word-of-Mouth in Augmented Reality for Tourism in Thailand

Purpose: This study aims to identify the motivational factors that encourage travelers to adopt augmented reality (AR) applications when exploring tourism destinations and to investigate the mediating effects of personal word-of-mouth (WOM) on the relationships between innovativeness and revisit intention outcomes among travelers. Theoretical framework: This study developed a conceptual framework that determines travelers’ inclination to use AR applications at tourism destinations, based on three primary variables: Innovativeness, Word-of-Mouth and Revisit Intention. Design/methodology/approach: A sample size of 430 was collected through an online self-administered survey. The proposed model was subjected to analysis using the structural equation modeling to examine the mediator effect of Word-of-Mouth. Findings: The results of the study indicate that service innovation and technology innovation have a significant and direct impact on travelers' WOM communication regarding their intention to revisit tourist destinations that offer AR applications. The revisit intention towards AR-based tourism applications is indirectly influenced by service innovation as mediated by WOM. Research, Practical & Social implications: This current study enhances comprehension of the determinants that drive tourists to utilize AR applications at tourism destinations by integrating established theoretical frameworks and adapting them to the specific context of tourism. Originality/value: As prior studies focused on the post-experience aspects of AR adoption, the motivations of travelers to reconsider their intention to use ART in Thailand remained unclear. Insufficient comprehension of tourists' inclination to revisit and utilize AR in Thailand’s tourism destinations may result in the failure of these destinations to attract new or returning visitors, ultimately leading to a decline in revenue.

Testing workplace hazing, moral disengagement and deviant behaviors in hospitality industry

PurposeThis study aims to assess the direct impact of workplace hazing and the indirect impact via moral disengagement on organizational deviance behavior and negative word-of-mouth (WOM) communication in the hospitality industry of Pakistan. This research also addresses the significance of psychological (resilience) and social factors (friendship prevalence) as moderators of the relationship between workplace hazing and moral disengagement.Design/methodology/approachUsing a multirespondent strategy, the data was collected from 319 newcomers employed in the Pakistani hospitality industry and analyzed using structural equation modeling.FindingsThe results reveal that workplace hazing increases moral disengagement, organizational deviance and negative WOM communication. Moreover, various psychological factors can significantly decrease and mediate the negative influence of workplace hazing on moral disengagement.Practical implicationsThe managers should explicitly and formally handle the workplace hazing issues like harassment and bullying to build a positive working environment for newcomers.Originality/valueThis study addresses a gap in determining the significance of workplace hazing and its impact on moral disengagement, organizational deviance and negative WOM communication. Also, this study contributes to the literature by examining either social or psychological factors that play an important role in dampening the negative impact of workplace hazing.