Word-of-mouth Marketing Research Articles

PA/LTC Goes Around the World in Online Communities

PA/LTC Goes Around the World in Online Communities

The effectiveness of word of mouth in offline and online social networks

The effectiveness of WoM in offline and online social networks.Simulate offline and online networks using SW and SF networks.Determine WoM strategies to shift from offline to online networks. Social networks connect users to share thoughts and build friendships. The high degree of intimacy among users has made it a good venue for word-of-mouth (WoM) marketing. Admittedly there are some basic differences, but this study focuses on the effectiveness of WoM marketing in offline and online social networks. A system was developed to simulate offline and online networks using small-world (SW) and scale-free (SF) networks, respectively. An offline network was found to be more effective in promoting a product with a fixed advertising budget and in selling higher margin products than an online network. However, if customers have diversified backgrounds and are strongly opinionated, an online network is a better venue. These findings can be used as guidelines to determine the appropriateness of moving WoM marketing from offline to online networks.

The Impact of Purchase Intent, Word of Mouth Advertising and Skill Domain of Seller on Quality of Customer Relationship to Sale Life and Savings Insurance Policies (Case Study: Dana Insurance Co., Bushehr Province)

The aim of this study was to investigate the impact of purchase intent, word of mouth advertising and skill domain of seller on quality of customer relationship to sale life and savings insurance policies on Dana Insurance Co., Bushehr. The research method was descriptive, correlation type. Its population included all employees, branch managers, sales network and customers of Dana Insurance Co., Bushehr. According to Morgan Table, there were randomly participated 200 subjects in the study. A questionnaire was used to collect data. The data were analyzed using Pearson correlation and regression. Results showed a significant positive relationship between purchase intent, word of mouth advertising and skill domain of seller with quality of customer relationship in Dana Insurance Co.

Emotions and sentiment: An exploration of artist websites

Artists of all genres express their emotions through their creations and market their works online. We argue that in marketing their work online, it is important to understand not only the emotional responses of the artistic works themselves but also that the sentiment evoked on their websites matters. Developing the correct website sentiment can have favorable consequences. It can increase the interest of potential consumers, assure that appropriate expectations are set for the actual consumption experience, and lead to increased sales and word of mouth marketing. Online sentiment that is ill‐aligned to the emotions the actual offering evokes can have adverse consequences, including disappointment with the actual offering and buyer's remorse. To better understand the online sentiment of artists' websites, we begin by briefly revisiting the interplay between art, emotions, and the issue of online “sentiment.” Then, we describe a study of a sample of artists' websites that had the objective of gauging both the nature of and the extent of the emotions present in its text, as well as gaining an indication of the sentiment of the website. We describe the use of a relatively new content analysis tool to do this. Following this, we explore the data gathered, with the specific purpose of determining whether the emptions expressed on artists' websites can significantly predict sentiment, if so, which emotions tend to be the strongest predictors. We conclude by discussing some managerial implications of the results and by identifying avenues for future research.

Producing word of mouth – a matter of self-confidence? Investigating a dual effect of consumer self-confidence on WOM

Several researchers emphasize the importance of consumer self-confidence in the production of word of mouth (WOM). However, most focus has been on consumer self-confidence as a positive WOM predictor, and a possible negative relationship between consumer self-confidence and WOM remains largely unexplained. Here, we aimed to elucidate the possibility of both a positive and a negative effect of consumer self-confidence on WOM production, attributed to different dimensions of consumer self-confidence. Our results support this idea, demonstrating a positive effect of social consumer confidence on WOM and a negative effect of personal consumer confidence on WOM. Furthermore, we identify unique personality roots for each of the two dimensions of consumer self-confidence that provide explanations for their differential effects on WOM. In addition, this study shows that the dual effects of social and personal consumer confidence on WOM happen due to a suppression effect. Hence, we provide a statistical explanation that could be crucial in understanding the relationship between the multiple dimensions of consumer self-confidence and WOM. The findings have implications for the targeting of consumers for WOM marketing campaigns.

The interplay between free sampling and word of mouth in the online software market

Free sampling in digital format has become a common business practice in the online market offering consumers first-hand experience with products, due to its low marginal cost and extensive online distribution. At the same time, online word of mouth (WOM) has also been a prevalent strategy on the Internet for increasing product visibility and providing trustworthy product information. Those two online marketing strategies are generally considered to stand alone by marketers and prior research. Nevertheless, by drawing on integrated information response theory as well as theories for explaining online consumers' review sharing, we argue that free sampling complements WOM in the online market by amplifying its sales effect and facilitating its implementation. We provide supportive empirical evidence through a Bayesian analysis of software free sampling on CNET Download.com (CNETD) and sales and WOM from Amazon.com over a 25-week data set. Our results show that adoptions of CNETD free sampling positively interact with Amazon WOM in influencing Amazon software sales. In addition, more adoptions of CNETD free sampling lead to a larger volume of Amazon WOM, and this impact is more significant for less popular products. These findings contribute to our understanding of free sampling in the online market such that, in addition to its direct sales effect, free sampling can also potentially affect sales through influencing online WOM. Therefore, we suggest that marketers evaluate the free sampling strategy by including its interplay with online WOM and apply low-cost free sampling to facilitate the relatively more expensive online WOM marketing strategy, especially for unpopular products.

Role of e-WOM in hospitality market pricing

(ProQuest: ... denotes formulae omitted.)1.IntroductionDirect, informal communication is a very effective method for encouraging a client to consume a product [Arndt 1967; Westbrook 1987]. Not surprisingly, word-of-mouth marketing (WOM) has rapidly moved to the virtual world along with the development of the Internet, which is a quick and convenient space where consumers can exchange information [Nielsen Company 2014]. The need for people to share their opinions about products can be seen from the number of specialized portals and mobile applications dedicated to reviewing goods and services (e.g., Tripadvisor.com), as well as expanded pages devoted to ratings and comments offered by the suppliers of goods (Amazon.com) and services (Booking.com).When it comes to tourism, consumers mainly share information associated with the hotel industry and use it to make decisions concerning accommodation [Gretzel & Yoo 2008]. Online reviews are perceived by potential customers as being authentic, trustworthy, and helpful [Li & Hitt 2008], thus influencing their market choices [Park, Lee & Han 2007; Ye et al. 2011; Mauri & Minazzi 2013]. Most of the previous studies were concerned with a certain segment of the market. Not many investigations have researched the impact that these reviews have on hotel room prices [e.g., Zhang, Ye & Law 2011; Ogut & Onur Tas 2012]. According to the author's knowledge, none of them contain a complete comparison of the high and low seasons. Therefore, the lack of examinations of the role of e-WOM in hospitality market pricing can be noted, especially for the Polish market.Hence, the aim of this study was to identify which attributes of hotels (the subject of electronic word of mouth - e-WOM) affect the level of room prices in Cracow. The study shows the relationship between these elements during the low and high seasons and demonstrates which characteristics of hotels are perceived similarly by visitors. The strength and direction of consumer ratings in connection with hotel room prices were tested with multiple regression analysis using an ordinary least squares method (OLS). Consumer ratings were taken from the platform Booking.com. The research sample included 97 hotels, which is the representative research group (according to the quantitative calculations).The survey results allowed for the identification of elements that should be improved in order to maximize online consumer ratings; the results also provided information about why some elements of a facility may receive customer evaluations below their actual quality. In addition, the features assessed using the platform Booking.com that significantly affect the price levels of accommodation services in the low and high seasons were identified.The elaboration is divided into five sections. The first one contains a literature review of the role of e-WOM and determinants of hotel room prices. In the second part, the methodology of the survey, including the aim of the study, sample, and statistical method, is presented. The third part consists of the survey results, which are discussed in the fourth section. The article concludes with practical tips for managing hotel facilities.2.Literature review2.1.e-WOM in tourismThe concept of word of mouth (WOM), which assumes a higher efficiency of informal personal communication over traditional forms of advertising, has been around since the 1960s [Arndt 1967]. Over time, an understanding of this concept has evolved and has ceased to signify only a verbal message; it now encompasses all forms of communication between clients [Westbrook 1987]. The Internet revolution and further rapid growth of social media have allowed more and more customers to look for recommendations about products on the web. The growing importance of virtual opinions is confirmed by research published by the Nielsen Company [2014]. According to this research, nearly 60% of consumers in developed countries base their purchasing decisions on information available on the Internet. …

PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA

The purpose of this research is to identify and determine the influence of halal factors on Purchase Intention through Subjective Norms. It also investigated which one factor among all variables that are investigated have the strongest influence. The study was taken from 139 respondents of Muslim consumers of halal culinary fast food, KFC. The collected data is measured by five-point Likert scale. Used Structural Equation Model (SEM) with IBM AMOS version 24 as analytical tool, this research was divided into 5 variables which are measured. The variables are Halal Awareness, Halal Certification, Halal Marketing Word of Mouth (WOM), Subjective Norms and Purchase Intention. The measurement is based on Theory Planned of Behavior by Ajzen (1991) with modification. Result shows that Subjective Norms has high connection with Purchase Intention. It caused by indirect effect from Halal Certification and Halal Marketing WOM. But direct effect from Halal Awareness and Halal Marketing WOM is not significant. Thereby, the study suggests that customers are influenced by Subjective Norms or Muslim consumers’ preference as they are being influenced by halal label or Halal Certification and also word of mouth marketing system. The study suggests KFC or food manufactures have to pay attention to halal marketing strategy. Based from the finding, it can be concluded that, consumer did not look for about halal by themselves, but pay attention to the halal label and WOM marketing strategy.

Word-of-mouth vs. mass media: their contributions to destination image formation

This study aims to investigate the influence of information sources including word-of-mouth (WOM) and mass media on destination image, tourists’ attitude and consequently, on travel intention. Three hundred and twenty-three self-administered questionnaires were distributed by enumerators through convenience sampling and completed by tourists at historical attractions of Shiraz, Iran. Structural equation modelling was used to test the proposed hypotheses. The main findings are: WOM and mass media have positive influence on destination image and attitude towards destination; destination image and tourists’ attitude have positive influence on travel intention; and WOM has the most significant influence on destination image and attitude than mass media. Findings emphasize the use of WOM marketing strategies and understanding its mechanism in making travel decision.

Using Social Media As Historical Marketing Tool For Heritage Sites In Eastern New York State

Heritage tourism marketing has been studied around the globe with many different areas of focus. This study examines heritage site marketing techniques in New York State and uses three research objectives: (1) to determine what marketing techniques are currently being used by heritage sites (2) examine how the heritage sites use social media and (3) determine social media best practices for heritage sites and recommendations for improvement. Findings show that New York State heritage sites primary use word of mouth marketing, relationship marketing, and e-marketing. Social media is used to communicate mostly with adults and seniors but do not focus heavily on millennials which is a major issue as identified in the study. Finally, the preferred social media platforms used by heritage sites are websites and Facebook, which are effective tools for visitor engagement, marketing events, programs and exhibits, and attracting new visitors.

Deciphering Word-of-Mouth Marketing Campaign Reach: Everyday Conversation Versus Institutionalized Word of Mouth

ABSTRACT Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded. Using a specially designed Facebook app and social-network analysis, the current authors revealed that approximately half of campaign-related conversations are initiated intentionally by campaign participants—individuals who deliberately create opportunities to talk to conversation partners in ways aligned with the campaign sponsor9s commercial objectives. The other half emerge in everyday conversation. Participants also deliver the brand message into about half of the social-network clusters to which they belong. For a higher proportion of network clusters to be activated, everyday conversation should be facilitated.

Word of mouth marketing: an empirical investigation in healthcare services

A considerable number of studies assert that word of mouth marketing is effective on customer preferences. It is also regarded as a form of promotion especially in professional services, where confidence plays a pivotal role. This study aims to identify advice giving and receiving habits regarding healthcare services. In addition, we also intend to measure the reaction of healthcare service receivers in accordance with their satisfaction and dissatisfaction outcome and to associate it with their demographic characteristics. The empirical results suggest that word of mouth marketing affects customer preferences in healthcare services. We also detect a limited relationship between demographic characteristics and word of mouth marketing.

The effect of word-of-mouth on consumer emotions and choice: findings from a service industry

Purpose The purpose of this paper is to examine how received word-of-mouth (WOM) influences consumer emotions and, in turn, behavioral attitude and intention. Design/methodology/approach A conceptual model is developed by extending the theory of reasoned action framework to include WOM and emotions. The conceptual model is operationalized through a structural equation model, and the model is estimated and tested by using the partial least squares method. A survey among 509 consumers in Denmark forms the empirical basis for the study. Findings The paper finds that positive and negative WOM has an asymmetric influence on emotions, behavioral attitude and intention, i.e. that consumers respond differently to positive and negative WOM. The paper also finds that positive WOM has a larger impact than the social norm on behavioral attitude and intention and that negative WOM has an impact equal to that of the social norm. Furthermore, the study finds that emotions are an important mediator for both WOM and social norm. Research limitations/implications The paper is limited to a large travel agency in Denmark. Practical implications This paper has clear implications in terms of measuring the importance of WOM and emotions in consumer decision-making. It may serve as a useful basis for a practical WOM marketing strategy, which is a critical and increasingly applied element of customer-focused companies’ marketing strategies. Originality/value This paper provides new insights into how WOM works and the interplay between WOM, emotions and social norm in consumer decision-making.

Role of Consumption Emotions Mediate Perceived Service Fairness to the Service Satisfaction and Its Impact on Customers’ Behavioral Intentions

Considering that customers’ emotions toward received services are evaluated in light of fairness and equity theory, the purpose of this study is to investigate the effect of customers’ perceptions and emotions of received services on their behavioral intentions. Data were collected from 329 questioners that were distributed among Mellat bank customers, and hypotheses and the conceptual model were analyzed based on the data collected through structural equation modeling in AMOS 18. Results showed that three dimensions of interactional, procedural, and distributive justice affected customers’ emotions (negative and positive) and satisfaction. Customers’ emotions were also found to be having a mediating role in the relationship between perceptions of fairness (except procedural fairness) and customer satisfaction. The other results are the effect of customer satisfaction on behavioral intentions (repeat purchases and Word-of-mouth advertising). Finally, the study suggests some practical solutions and future research topics.

CHARACTERISTICS OF TOURISM DEMAND FULFILLED IN NATIONAL PARKS ON THE EXAMPLE OF KAMPINOS NATIONAL PARK

Subject and purpose of work: The subject matter of research is the tourism demand within the areas of national parks and the purpose of the work was to characterize the demand realized at the Kampinowski National Park (KNP). Materials and methods: Research with the use of technique of surveying was conducted in the summer period of 2013 on a sample of 133 tourists resting in the vicinity of KNP. KNP was visited mainly by well-educated inhabitants of large cities (mainly Warsaw), middle aged. The most often used source of information by the researched group during the selection of specific facility was the internet, as well as word of mouth marketing. Results: During the stay physical activity was conducted-most frequently hiking and bicycle riding. Cultural sphere of the visited region also enjoyed large interest. Conclusions: Undertaking more in-depth research in the scope of demand realized within the areas of great natural values seems crucial. It would enable the creation of optimum offer as well as its effective promotion, which in turn should translate into development of tourism on the discussed areas. Identification of behaviours and forms of activity conducted by tourists will enable also conduct of actions of preventive character or protective one within the terrains of this type.

Do Professional Reviews Affect Online User Choices Through User Reviews? An Empirical Study

With the broad reach of the Internet, online users frequently resort to various word-of-mouth (WOM) sources, such as online user reviews and professional reviews, during online decision making. Although prior studies generally agree on the importance of online WOM, we have little knowledge of the interplay between online user reviews and professional reviews. This paper empirically investigates a mediation model in which online user reviews mediate the impact of professional reviews on online user decisions. Using software download data, we show that a higher professional rating not only directly promotes software download but also results in more active user-generated WOM interactions, which indirectly lead to more downloads. The indirect impact of professional reviews can be as large as 20 percent of the corresponding total impact. These findings deepen our understanding of online WOM effect, and provide managerial suggestions about WOM marketing and the prediction of online user choices.

Explain and evaluate the congruence between the brand personality and word of mouth advertising

Today, marketing researchers have considered creating a good congruency between clients and Brands personality. Because, it has two of the most important consequences; one, creating a long term relationship and two, word of mouth. Hence, this research has been to explain the relationship of the brand personality congruency and word of mouth with mediating customer-brand relationship in the banking industry. The study sample is including all students at the Shahid Beheshti University. In the sampling, the sample was calculated using Cochran formula, minimum requirement of 385 samples. Then, randomly and easy, 412 questionnaires were collected and; their data was used. In order to analyze Questionnaire data and test hypotheses was performed description test, means comparison and structural equation modeling using Smart-PLS software. The results show that personality congruency has positive and significance effect on customer-brand relationship dimensions (Self-Connection, Partner Quality and Affective Commitment); and relationships have been confirmed. Also, relationship between customer-brand relationship dimensions and word of mouth have been confirmed; and they have positive and significance effect. According to results of total effect, the largest total effect for word of mouth, it belongs to personality congruency (0.705); and this effect is only indirect. After personality congruency, partner quality has more effective on word of mouth (0.367).

The effect of word of mouth marketing to select a financial advisor

Kulaktan kulaga Pazarlama, insanlarin urun ya da hizmetler hakkindaki goruslerini birbirleri ile paylasmasi olarak tanimlanabilir. Isletmeler icin dusuk maliyetli olmasi ve satin alma davranisini olumlu yonde etkilemesi, kulaktan kulaga pazarlamayi hem hizmet hem de uretim sektoru icin onemli bir Pazarlama araci haline getirmektedir. Finansal hizmetler, servis sektorunde son derece onemli bir yere sahiptir ve finansal hizmet sektorunde de musteriler, yararlandiklari hizmetler hakkinda birbirleri ile fikir alisverisi yapmaktadir. Bu nedenle, kulaktan kulaga Pazarlama kavrami mukellefler icin de uygulanabilir. Aldiklari finansal hizmetten memnun kalan mukellefler, mali musavir-muhasebecilerine sadik olacaktir ve bu memnuniyetlerini cevreleri ile paylasacaklardir. Bu noktadan hareket edildiginde calismada, kulaktan kulaga pazarlamanin mali musavir-muhasebeci secimine etkisi incelenmistir. Calismada betimleyici arastirma modeli kullanilmistir. Literaturde bu konuda cok az calisma olmasi ve elde edilecek sonuclarin meslek mensuplarina yol gostermesi calismanin onemini gostermektedir. Bu amacla, secilen ornekleme kulaktan kulaga pazarlamanin mali musavir-muhasebeci secimine etkisini inceleyen bir anket uygulanmistir. Anket sonuclari, SPSS paket programi ile analiz edilmistir. Calisma sonuclarina gore, kulaktan kulaga pazarlamanin mali musavir-muhasebeci secimini etkiledigi sonucuna ulasilmistir. Mukelleflerin cevrelerinden gelen tavsiyelere onem verdigi, birlikte is yapmak istedikleri mali musavir-muhasebeci hakkinda yapilan olumlu ya da olumsuz yorumlar hakkinda etkilendikleri, daha once o mali musavir-muhasebeci ile calisanlarin goruslerine gore hareket ettikleri sonuclarina ulasilmistir.

Creating a stir: the role of word of mouth in reputation management in the context of festivals

ABSTRACTThis qualitative case study examines the role of word of mouth (WOM) in reputation management in the context of networked festival productions. Particularly, it explores the ways in which WOM marketing (WOMM) is employed in festival marketing and brand-building. The paper links reputation and WOM to the concept of cultural branding with the aim of providing a framework for analysing how a festival's reputation shapes the creation of a culturally meaningful message. The empirical analysis is based on a multiple-case study involving three Finnish festivals hosted in the city of Pori: the Porispere Festival, the International Pori Jazz Festival and the International Lain§uojattomat Theatre Festival. The cases represent festivals of different sizes and varying organisational structure, content and life cycle. The findings indicate that the meaning and use of WOMM vary depending on key constitutive differences that affect the nature of the festivals’ reputation and brand-building processes. Although the importance of external and internal stakeholders in these processes is evident, it seems that when the power of networks is recognised as crucial for festivals, WOM has a leveraging role in reputation management and brand-building. In these processes, the value of the festival leader's persona becomes crucial.

Taking Stock of the Digital Revolution: A Critical Analysis and Agenda for Digital, Social Media, and Mobile Marketing Research

Marketing has been revolutionized due to the rise of digital media and new forms of electronic communication. In response, academic researchers have attempted to explain consumer- and firm-related phenomena related to digital, social media, and mobile marketing (DSMM). This paper presents a critical historical analysis of, and forward-looking agenda for, this work. First, we assess marketing’s contribution to understanding DSMM since 2000. Extant research falls under three eras, and a fourth era currently underway. Era 1 focused on digital tools and platforms as consumer and marketer decision aids. Era 2 studied online communications channels (e.g., online forums) as word of mouth marketing “laboratories,” capturing the potential of DSMM for social information transmission. Era 3 embraced the notion of “connected consumers” by considering various antecedents and consequences of socially interconnected consumers in marketplaces. Era 4, currently starting, considers mobile marketing and brings psychological and social theories to bear on emergent DSMM issues. Second, we critique the DSMM literature and advance a series of recommendations for future research. While we find much to applaud, we argue that several problems limit the relevance of this research moving forward and suggest ways to alleviate these concerns moving forward.