Word-of-mouth Marketing Research Articles

Beyond closed doors: Examining consumer reactions to public and private advice

ABSTRACT Frequently transmitted through word-of-mouth (WOM) communications, advice is viewed as a trustworthy source of information by consumers. Marketers value WOM marketing and invest resources to encourage consumer recommendations. Despite the value of interpersonal recommendations for consumers, an important research finding on advice-taking is ego-centric discounting (i.e. the phenomenon where individuals discount offered advice in favor of their own preferences). Prior work has explored mitigating factors of ego-centric discounting including characteristics of the recommender and the decision context. However, the role of interpersonal influence in advice exchange is understudied. This paper delves deeper into the role of interpersonal influence, evaluating how advice utilization is influenced by the presence of other consumers during the recommendation exchange. Across three experiments, we demonstrate that consumers are more likely to rely on advice when the recommendation is made public rather than in private. Moreover, we show that consumers readily integrate public advice in an attempt to appear appreciative for the recommendation (a self-presentation consideration). Finally, this research shows that consumers higher in need for social approval (NSA) rely more heavily on public advice. This research augments literature on consumer advice and highlights public vs. private advice as an essential factor curbing ego-centric advice discounting.

Strategi Komunikasi Pemasaran dalam Optimalisasi Media Sosial Instagram Nafas Pertama

This research aims to identify and analyze First Breath marketing communication strategies in optimizing Instagram. First Breath, a birth documentation vendor, uses Instagram to expand its market and increase interaction with its audience. Using Integrated Marketing Communications (IMC) theory, this research focuses on advertising, sales promotions, public relations, direct marketing, interactive marketing, events and experiences, and word of mouth marketing. The research method is a qualitative case study through in-depth interviews with the marketing team, Instagram content analysis, and participant observation. The research results show that First Breath's communication strategy includes attractive visuals, collaboration with influencers, educational and inspirational content, as well as the use of Instagram's interactive features such as Stories and Reels. Consistency in branding and messaging is also important for a positive image and customer loyalty. In conclusion, optimizing Instagram through an integrated marketing communications strategy increases audience engagement and expands market reach. This research provides insight into best practices in utilizing social media for effective marketing communications, as well as recommendations for similar companies in developing innovative and efficient digital communications strategies.

A Research on Consumer views of the Impacts of Electronical Commerce

Commerce is a new term that refers to the practice of buying, selling, or exchanging services andinformation over computer networks. WOM marketing is the informal means of disseminatinginformation from one client to another without the intervention of a marketer. As a result, the study'sgoal is to concentrate on one sort of WOM online user-generated evaluations, despite the fact that othertypes of WOM are equally worthy of inquiry. This study examined the variables that impact and hinder ecommercedeployment among SMEs in the NCR. The convenience sampling strategy was used tochoose 10 SMEs for the sample size. The Statistical Package for Social Sciences (SPSS) software wasused to provide analyses on demographic data, e-commerce benefits, barriers, perceived characteristics,and adoption based on study objectives. Profiles of SMEs will be displayed, along with frequency andpercentage distribution. T-test and ANOVA analyses were also used to evaluate the benefits anddrawbacks of e-commerce for various demographic groups. Despite the fact that other types of WOM areas deserving of inquiry, the current study focuses on one sort of WOM online consumer-generatedevaluations.

Utilitarian and Hedonic Values of Gamification and Their Influence on Brand Engagement, Loyalty, Trust and WoM

This research investigated the impact of gamification’s utilitarian and hedonistic measurements on consumer brand engagement, loyalty, and WoM marketing outcomes. The data collection process was carried out in India using online and offline distribution of questionnaires. 231 forms were received, with 22 being eliminated due to inconsistencies, such as the identical answers to all questions, resulting in 209 responses acceptable for the research. PLS-SEM with using SEMinR, the hypotheses were tested. Results indicate that hedonic values are more successful in changing customer behaviour rather than utilitarian; the findings show that hedonic value exists in components that lead to brand loyalty and word-of-mouth. The study highlights the mediation effect of brand engagement, implying that while brand engagement is a required element for brand loyalty, it may be indifferent to achieving word-of-mouth. Brand engagement is more significant in promoting WoM than brand loyalty.

Implementation of Word of Mouth Marketing (WOMM) Quality in Reveling Nasabah Interest in PPR Products with SWOT Analysis

Implementation of Word of Mouth Marketing (WOMM) Quality in Reveling Nasabah Interest in PPR Products with SWOT Analysis

Efektivitas Iklan Melalui Konten Media Sosial Instagram pada Produk UMKM Al-Waliy Honey Gummy dengan Pendekatan AIDA Model

Instagram is now used as a marketing communications medium by MSMEs, including Al-Waliy Honey Gummy, which previously only went by word of mouth marketing and was still not widely known to the public. This research aims to determine the effectiveness of Instagram advertisement video created by Al-Waliy Honey Gummy MSME using the AIDA Model approach. The research design uses descriptive quantitative design with survey and interview techniques. A sample size of 103 was drawn through purposive sampling with the criteria being active users of Instagram and have watched Al-Waliy Honey Gummy advertising video on Instagram. The findings indicate that the Al-Waliy Honey Gummy advertisment is considered effective, with scores of 3,99 for attention, 4,30 for interest, 4,06 for desire, and 4,12 for action (out of 5). The study suggests a need to enhance the quality of advertisement content to elevate effectiveness from effective to very effective and become more active in promoting the products by optimizing Instagram’s features.

EXPLORING Exploring the Influence of Brand Image and Education Costs on Parents' Decisions in Choosing a School: The Mediating Impact of Word of Mouth (WoM)

Word of Mouth (WoM) tends to be more trusted than direct promotion from the school. Parents tend to trust other people's real exp=eriences in choosing a school, which can strengthen a school's positive brand image. Through WoM, parents can get more in-depth information about various aspects of the school, including the quality of education, facilities, curriculum, and learning atmosphere. This research aims to investigate the mediating role of WoM in influencing brand image and educational costs on parents' decisions in choosing a school. Purposive sampling was used to determine research respondents totaling 43 parents at SMP Ma`arif 2 Ponorogo. Data were analyzed using path analysis with the PLS-SEM method. The research results show that WoM acts as a mediator which is insignificant on the brand image (β=0.094; ρ=0.101), but significant on the cost of education and parents' decisions in choosing a school (β=0.388; ρ=0.005). Apart from that, WoM also directly influences parents' decisions (β=0.540; ρ=0.000). These findings highlight the importance of recommendations and reviews from other parents in shaping parents' perceptions of a school, which impacts their decisions in choosing a school for their children. The practical implications of this research are that schools can improve their brand image and adjust their tuition fees to be more attractive to parents, while also strengthening WOM marketing strategies to improve parents' school choice decisions.

Pengaruh Lifestyle, Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Handbody Scarlett (Studi Kasus Pada Masyarakat Lingkungan XI Jl. Garu III Medan Amplas)

Many factors influence consumer decisions regarding Handbody Scarlett (Case Study, Environment XI Jl. Garu III, Amplas Community, Medan), including lifestyle, word of mouth marketing, and brand photography. This research aims to understand consumer welfare, word of mouth marketing and determine the image of Handbody Scarlett (Case Study of the Amplas Medan XI Community Circle Jl. Garu III). The research method used in this research is multivariate research, and the sampling method in this research is the Slovin sample, the population is 190 people, so the sample size is 85 participants. The data collection methods used are observation and surveys. The data analysis process used is multi-row iterative. The research results show that lifestyle changes have a partial effect on consumer decision making. Topic change messages influence consumer purchasing decisions. Changes in image patterns influence consumer purchasing decisions. Meanwhile, lifestyle changes, word-of-mouth marketing and brand image influence consumer decisions regarding Handbody Scarlett (Case Study of the Median Amplas XI Community Circle Jl. Garu III).

Implementation of Education Program Marketing in Strengthening Superior School Branding (Multi-Site Study in SMPN 1 Magetan and SMPN 4 Magetan)

Schools compete for students every new school year. Through typical school branding, they offer the advantages of the programs they have. Marketing of school programs can make the community will know about school branding, The method in this study uses a qualitative research approach. Researchers chose SMPN 1 Magetan and SMPN 4 Magetan because these two schools are favorid schools and are superior schools with various educational programs run such as the large number of extra-curriculars that can be followed by students for the development of talents and interests. Marketing of the bilingual program at SMPN 1 Magetan uses several methods, namely Word of Mouth Marketing (WoMM) by maximizing the student guardian association and Digital marketing by utilizing resources through mass media such as Facebook, WhatsApp group association. SMPN 4 Magetan conducts marketing with WoMM or word of mouth utilizing the class committee, which every PPDB is collected for the socialization of tahfidz class. SMPN 4 Magetan has SPATMA TV so that it can be used for socialization with the outside community. In addition, it also holds promotions through PAI performances.

ASSESSING THE IMPACT OF WORD-OF- MOUTH MARKETING IN LOCAL MARKETS

ASSESSING THE IMPACT OF WORD-OF- MOUTH MARKETING IN LOCAL MARKETS

Assessing the Impact of Word-of- Mouth Marketing in Local Markets

Word-of-mouth marketing (WOMM) is a dynamic and impactful phenomenon that has sparked substantial interest among researchers and practitioners alike. Within local markets distinguished by close-knit communities and interpersonal interactions, WOMM occupies a unique role as a powerful influencer of consumer behavior. This study investigates the multiple features of WOMM in local contexts, with the goal of fully assessing its impact on consumer decision-making and brand perception The study takes a mixed-methods approach, combining qualitative and quantitative tools to capture the intricacies of WOMM dynamics. Through surveys and in-depth interviews with consumers and business owners, the study investigates the underlying mechanisms and drivers that contribute to the effectiveness of WOMM initiatives in local markets. By Additionally, the study looks into how word-of-mouth communication is changing in the digital era, with social media and online forums acting as amplifiers for these talks. Through an examination of the interactions between offline and online platforms, the research illuminates the ways in which technology influences the spread and influence of word-of-mouth communications in local marketplace. The research's conclusions offer significant insights to the academic and industrial communities. Businesses can obtain a better grasp of how to use community networks and interpersonal relationships to improve their marketing strategy by learning about the nuances of word-of-mouth marketing (WOMM) in local markets. These data can also be used by marketers and legislators to create more focused and efficient methods of interacting with customers in local contexts, strengthening brand-consumer bonds and boosting sales in the process.

Environmentally sustainable fashion and conspicuous behavior

This study examines the impact of conspicuous consumption on environmentally sustainable fashion brands (ESFBs). Most previous studies have been limited to environmental perspectives; however, research on environmental behavior by conspicuousness has been lacking. This study views the brand as a tool for revealing oneself and examines the moderator brand–self-connection. It utilized a structural equation model with 237 valid questionnaires. Its findings are as follows: (1) Conspicuous consumption, fashion trend conspicuousness, and socially awakened conspicuousness positively affect the word-of-mouth (WOM) marketing of ESFBs. (2) Environmental belief is fully mediated by the environmental norm (EN) and does not directly affect WOM. (3) The more consumers are consistent with ESFBs, the stronger their WOM marketing. They are moderated only by the EN and socially awakened conspicuousness. (4) A higher fashion trend conspicuousness is associated with increased WOM marketing, indicating that such brands are frequently used as a method of self-expression. This study highlights consumers’ socially awakened conspicuousness and fashion trend conspicuousness in relation to ESFBs and discusses some implications.

Effects of Social Media Marketing on Buying Interest

This study aims to analyze Instagram's social media marketing activities have a positive and significant effect on brand equity, buying interest, word-of-mouth marketing. The author updates the research model that has previously been carried out. The industry that the researchers chose was the dairy industry. This study uses SOR (Stimulus Organism Response) theory as the basis for research. This researcher used quantitative methods with 192 respondents using the Roscoe formula with purposive sampling techniques. Data in this study was obtained by filling out questionnaires by respondents. There are 28 questions that must be answered by respondents through Google Form. Researchers analyzed the results of the validity of the Fornel Lacker Criterion discriminant. This study is intended to determine the impact generated from social media marketing activities (SMMA) and buying interest in children's milk products. This research shows that Instagram's social media marketing activities have a positive and significant effect on buying interest. Brand equity has a positive and significant effect on word-of-mouth marketing. The result obtained for marketing effectiveness is to use word of mouth marketing which has a positive and significant effect on respondents' buying interest.

Integrated Marketing Communication Strategy of Tourism Awarness Groups in Order to Promote Tourism Village

The tourism industry has an important role as one of the driving forces of national economic growth. One of them is Kelawi Tourism Village in Lampung. The tourism village is managed by tourism awareness groups (Pokdarwis) which are individuals who have an interest and care about the development of local tourism based in rural areas. The purpose of this study is to analyze the integrated marketing communication strategy carried out by Pokdarwis Minang Rua Bahari in an effort to promote Kelawi Tourism Village. This research uses the constructivism paradigm with a qualitative descriptive approach and case studies as the method. Data collection techniques are carried out by in-depth interviews, observation and analysis of related documents. The results showed that in an effort to develop tourism potential in Kelawi Tourism Village, an integrated marketing communication strategy was applied consisting of three stages of the process, namely planning, implementation, and evaluation. The planning phase begins with the identification of the target audience. Pokdarwis Minang Rua Bahari implements various forms of integrated marketing communication in the implementation stage by adopting the concept of 8 promotion mixes using the concept of promotion mix including advertising, personal sales, sales promotion, public relations and publications, interactive marketing, events and experiences, word of mouth marketing, and direct sales. In its implementation, Pokdarwis has not formulated an integrated marketing communication strategy in a comprehensive, integrated, and sustainable manner. This is a form of evaluation carried out periodically as a basis for continuous promotional steps.

A Study on Understanding Word of Mouth Marketing in Online

Word of Mouth Marketing (WOMM) has long been a potent tool for businesses to extend their influence and engage consumers. With the rise of the internet and social media, WOMM has evolved, particularly on digital platforms. This study aims to explore the complexities of WOMM in the digital era, focusing on its mechanisms, impact, and business implications. Social media, review sites, and forums have become key venues for WOMM proliferation, providing consumers with unprecedented avenues to share opinions, recommendations, and grievances about products and services. Understanding WOMM dynamics in these online spaces is crucial for businesses aiming to leverage its potential. Firstly, the study will examine the mechanisms driving WOMM online, investigating psychological factors like social identity, trust, and perceived expertise that influence individuals to share experiences and recommendations. By understanding these mechanisms, businesses can better comprehend why certain messages spread virally. Secondly, the study will analyze WOMM’s impact on consumer behavior and decision-making, highlighting how online reviews and recommendations significantly influence purchasing decisions. Additionally, the study will address the challenges.

PERANCANGAN DIGITAL MARKETING SEBAGAI STRATEGI PENGEMBANGAN USAHA SONGKET CEK ONAH PALEMBANG

Cek Onah songket business is one of the Palembang songket weaving craftsmen. So far, the products have only been marketed through word of mouth marketing and participating in exhibition activities as a promotional medium, so that the market share has not reached the expected target, and it is necessary to do online marketing as a promotional medium in order to introduce Cek Onah's songket products to the wider community. Instagram is a platform that can be used as a business development through digital marketing. This service aims to design digital marketing through Instagram and publish the results of Instagram content design as a promotional media for Cek Onah's songket business owned by Mrs.Hj.Cek Onah. The target achieved is to produce online promotional media in the form of Instagram post content such as feeds, video reels, and instagram stories to develop and reach a wider business market and can use it as an effort to increase digital marketing of songket woven fabric products so that sales turnover increases and maximum profits are achieved.

KETERLIBATAN EGO TERHADAP KEPERCAYAAN DAN KOMITMEN DALAM MENINGKATKAN MINAT ANGGOTA (Studi Pada KSPPS BMT Nusantara Mojopahit Mojokerto)

This research aims to analyze how ego involvement increases the interest of members or customers at KSPPS BMT Nusantara Mojopahit Mojokerto. As an effort to change the negative perspective that appears in society. This research uses a qualitative approach with descriptive research type. Data collection techniques were carried out using interview, observation and documentation techniques. The data analysis technique uses descriptive analysis with stages of data reduction, data presentation, and drawing conclusions. The research results show that ego involvement carried out by KSPPS BMT Nusantara Mojopahit through product variations, good service quality and in accordance with members' needs and desires plays a role in overcoming the impact of negative views in society. Suitable product variations and affordable margins increase public interest in KSPPS BMT Nusantara Mojopahit. The quality of service maintained by BMT Nusantara Mojopahit creates a positive experience for members and overcomes the community's negative views of cooperatives. Ego involvement built through personal communication, shared identity (NU) with the community, and word of mouth marketing (WOM) succeeded in attracting greater public interest in KSPPS BMT Nusantara Mojopahit.

Y AND Z GENERATIONS PREFERENCES FOR WORD-OF-MOUTH MARKETING

This article discusses the differences in generational preferences for word-of-mouth marketing. Differences between Generations Y and Z regarding different forms and sources of marketing are evaluated. The research objective was to discuss and analyze the results of the social-media campaign achieved by the non-governmental organization “Safari” through the developed strategy in a specific reporting period in order to find out whether the differences exist in the preferences of generation Y and Z for WOM marketing. To meet the research objective, the complete process of Word-of-Mouth (WOM) marketing planning and implementation was identified, each component of the communication activities cycle has been studied and the role of influencers in obtaining the desired responses from Gen Z toward the application “Safe YOU” has been evaluated. Applied method is the observation and content-analyses. The findings reveal that Generation Y exhibits a notable inclination toward seeking information via recommendations and evaluations predominantly from various sources, including Facebook. Among the various tools used, including Facebook, photo and video content are the most effective. This reliance on input from strangers signifies an evolving trend in trust dynamics, emphasizing the significance of online credibility and collective feedback in their decision-making process. In contrast, Generation Z demonstrates a marked preference for influence marketing, relying heavily on information sourced directly from influencers. Mirroring older generational behavior, Generation Z exhibits a parallel dependence on social networks as a primary information conduit. These findings underscore the importance of tailored marketing strategies that acknowledge and adapt to the unique preferences of each generation. Keywords: Influence Marketing, Generation Y, Generation Z, Consumer preferences, Marketing Strategies

UNIVERSITY’S IMAGE MODERATES THE INFLUENCE OF LOCATION AND WORD OF MOUTH MARKETING ON THE DECISION TO CHOSE A COLLEGE

The aim of this research is to develop a conceptual model of university’s image moderating the influence of location and word of mouth marketing on the decision to choose a university at University Management Study Program at LLDIKTI Region X in Riau Province. The data was processed using Partial Least Square (PLS), the sample size was 197 students of management study programs at universities in Riau Province. The main finding in the research is that location and word of mouth marketing influence the decision to choose a college, college image moderates the influence of location and word of mouth marketing on the decision to choose a college. The research results strengthen the theory of planned behavior where students' intentions to choose a university are caused by location, word of mouth marketing and the image of the university.

塔斯汀的口碑营销研究

塔斯汀的口碑营销研究