Word Of Mouth Research Articles

The Influence of Electronic Word of Mouth (E-Wom), Brand Image and Product Quality on Buying Interest in Vivo Smartphones in Jakarta

This study is a quantitative research on Consumer Purchase Intention for Vivo Smartphones. The purpose of this research is to determine the effect of independent variables, namely Electronic Word of Mouth (E-WOM), Brand Image, and Product Quality, on the dependent variable, which is Purchase Intention. The population of this study consists of consumers who are aware of and use Vivo smartphones in Jakarta, with a sample size of 126 respondents selected using a non-probability sampling method. This research employs purposive sampling based on predefined criteria. The data for this study were obtained from an online questionnaire (Google Form) distributed to consumers in Jakarta who use and are aware of Vivo smartphones. For data analysis, the author used descriptive and inferential analysis techniques processed through SmartPLS 3.2.9. The study results indicate that (1) Electronic Word of Mouth does not have a positive and significant effect on Purchase Intention, with a path coefficient value of 0.021. (2) Brand Image has a positive and significant effect on Purchase Intention, with a path coefficient value of 0.215. (3) Product Quality has a positive and significant effect on Purchase Intention, with a path coefficient value of 0.593

The Influence of Social Media Marketing, Brand Image, and Word of Mouth on Purchasing Decisions of Arak Bali Beverages in Bali Province

As a regional staple that is of considerable cultural and economic significance in the Bali region, Arak Bali is the subject of this study, which aims to investigate the influence that social media marketing, brand image, and word of mouth have on the decisions that customers make about the purchase of Arak Bali. In a preliminary study with 10 participants, it was discovered that twenty percent of respondents were more interested in purchasing Arak Bali, while eighty percent preferred alcoholic beverages that were imported from other countries. This was the finding of the survey. For the purpose of this investigation, a quantitative methodology is applied, with a specific emphasis placed on the positivist paradigm. In addition to that, a survey that is comprised of questionnaires and random sampling is utilized. This study is centered on individuals who are wine drinkers and who reside in the province of Bali. These individuals are the focus of the investigation. For the purpose of this experiment, the sampling was carried out using the method of random sampling, and samples were gathered from as many as one hundred different individuals. Subsequent to the implementation of a double linear regression analysis strategy, the data is processed with the help of SPSS software version 29, which is the method that is utilized for the purpose of data analysis. The conclusions of this study indicate that the significance value of social media marketing is 0.001 less than 0.05, the significance value of brand image is 0.007 less than 0.05, and the meaning value of word of mouth is 0.001 less than 0.05. As a result, it is possible to draw the conclusion, on the basis of the analysis of the data, that social media marketing, brand image, and word of mouth have a substantial positive influence on the decision to purchase Bali Beverages in the province of Bali. Based on the data, it can be concluded that good marketing through social media, the building of a powerful brand image, and positive word of mouth all have a significant impact on the decisions that consumers make regarding their purchases. These findings provide essential information that can be utilized by Arak Bali in the development of its marketing strategy in highly competitive sectors.

Analysis of Promotion Strategies Through Advertising Media in Increasing Consumer Loyalty

UD. Talenta faces several weaknesses in marketing catering services, such as a lack of diversification in promotional methods which still rely on traditional methods and word of mouth, which limits market reach. In addition, limited access to technology and the internet hinders the use of digital platforms for promotions, while increasingly tight competition with similar competitors causes difficulties in distinguishing ourselves, so that sales levels experience fluctuations, especially in the midst of unstable economic conditions. This research uses a qualitative approach with methods. field study. Data collection techniques were carried out by means of interviews, observation and documentation using the Milles and Huberman data analysis approach. The research results showed that UD. Talenta relies on marketing strategies that include promotion through social media, print, word of mouth recommendations, and local event participation to expand the reach of its services. Despite facing resource constraints and intense competition, advertising strategies, especially on social media, are considered quite effective in expanding the market and increasing consumer loyalty. Promotional effectiveness is influenced by message clarity, visual appeal, and brand image consistency, although challenges remain in maintaining customer loyalty and overcoming budget constraints. UD. Talenta continues to innovate and evaluate strategies to improve its advertising campaigns. To strengthen consumer loyalty, UD. Talenta need to focus on clarity of information in advertisements, as well as improving the consistency and quality of advertisements with content innovation that is creative and relevant to consumer needs.

Health literacy and COVID-19 pandemic impacts among adults in rural northern Arizona.

Limited health literacy - the ability to access, process, and use health information and services - contributes to persistent health inequities. Yet little is known about associations of limited health literacy with impacts from the COVID-19 pandemic, particularly for US adults in rural areas. This study sought to determine associations of limited health literacy with impacts from the COVID-19 pandemic among a diverse sample of adults in rural Northern Arizona. A cross-sectional, interviewer-administered survey was conducted with 119 adults from June 2020 to August 2021. Participants were recruited from two federally qualified health centers and by word of mouth. The Newest Vital Sign was used to measure health literacy, and the Epidemic-Pandemic Impacts Inventory was used to measure the effects of the COVID-19 pandemic on various aspects of personal and family life (eg spent more time on screens and devices, had family celebrations canceled or restricted). Descriptive, bivariate, and multivariable linear regression statistics were computed. Nineteen percent of participants had limited health literacy, and participants had an average of 22 individual impacts and 2 household impacts of the 92 COVID-19 impacts assessed. Multivariable regression model results showed that being male versus female or having public only versus any private insurance was significantly associated with fewer individual COVID-19 impacts on average. Being black, Indigenous, people of color versus White or being Hispanic, Latino, or Spanish versus not were each associated with significantly more individual COVID-19 impacts on average. Limited versus adequate health literacy was significantly associated with more household COVID-19 impacts on average. Sensitivity analysis results further showed that limited versus adequate health literacy was associated with significantly higher adjusted rates of household social, emotional, and infection COVID-19 impacts. This study's findings highlight the importance of assessing and accounting for health literacy in clinical practice and health services research addressing the impacts of the COVID-19 pandemic and future emergency events.

The Effect of Promotion, Reference Group, Brand Reputation and Motivation on the Decision to Choose a High School of Administrative Science in Southern Kalimantan with Electronic Word of Mouth (E-Wom) as an Intervening Variable

With Electronic Word of Mouth (Z) acting as an intervening variable, this study attempts to examine the impacts of promotion (X1), reference group (X2), brand reputation (X3), and motivation (X4) on the decision to pick (Y) the College of Administrative Sciences in South Kalimantan. Students from private universities in South Kalimantan, such as STIA Bina Banua Banjarmasin, Amuntai, and Tabalong, participate in the study. The sample size is 477, and the population is made up of 5,536 enrolled students from 2017 to 2021. Through the use of Structural Equation Modeling (SEM) and Path Analysis via Smart-PLS, the study comes to the conclusion that e-WoM is greatly impacted by motivation, brand reputation, and promotion, while e-WoM and reference groups have an impact on decision-making.

Influence of destination image, augmented reality and destination social responsibility on destination beliefs, motivation and intention to visit of tourists which are moderate by digital Wom in Berau District, East Kalimantan

This research aims to prove and analyze the influence of destination image, augmented reality and destination social responsibility on destination trust, motivation and intention to visit moderated by digital word of mouth (WOM) in Berau Regency, East Kalimantan. The sample in this study was 247 respondents. The sampling technique uses purposive non-probability sampling. The data analysis technique in this research is validity and reliability testing using the SPSS V23 application and hypothesis testing using SEM-AMOS. The results of this research show that destination image has a significant effect on destination trust, destination image has a significant effect on motivation, destination image has a significant effect on intention to visit, augmented reality has a significant effect on destination trust, augmented reality has a significant effect on motivation, destination social responsibility has a significant effect on destination trust, destination trust has a significant effect on intention to visit, motivation has a significant effect on intention to visit, augmented reality has a significant effect on intention to visit tourist destinations in Berau Regency, East Kalimantan, unacceptable, destination social responsibility has a significant effect on intention to visit in tourist destinations in Berau Regency, East Kalimantan, is also unacceptable. The role of digital WOM as a moderator of destination trust on intention to visit is significant.

The Influence of Word of Mouth and the Use of Instagram Social Media on Tourism Demand at Viral Tanjung Karang Beach

The purpose of this research is to investigate the impact that social media platforms like Instagram and word-of-mouth advertisements have on the demand for tourism at the popular Tanjung Karang Beach. The methodology that was utilized was quantitative research, and the data collecting procedures were carried out by means of the distribution of Google form questionnaires to 97 individuals who participated in the study. A favorable and significant effect on tourism demand is indicated by the findings of this study, which imply that word of mouth has an effect. The utilization of social media platforms such as Instagram has a favorable and considerable impact on the demand for travel. While the use of social media platforms like Instagram and word-of-mouth have a good and significant impact on tourism demand, the influence of word of mouth is also a key factor.

Pengaruh Lokasi, Harga, dan Word of Mouth Terhadap Keputusan Pembelian pada Rumah Makan Mie Mustanir Cabang M. Yamin Kota Samarinda

This research aims to determine the effect of location, price, and word of mouth on purchasing decisions partially and simultaneously. This study uses a type of quantitative research through an associative approach with a Likert scale. The sampling technique used in this study was accidental sampling technique with a sample of 105 respondents from consumers of Mustanir Noodle Restaurant, M. Yamin Branch. Hypothesis testing in this study using statistical software SPSS version 26. The results showed that partially the price and word of mouth variables had a significant effect on purchasing decisions, but the location variable had no significant effect partially on purchasing decisions. Simultaneously, the three variables have a significant effect on purchasing decisions at the Mustanir Noodle Restaurant, M. Yamin Branch.

Consumer resistance to WhatsApp payment system: integrating innovation resistance theory and SOR framework

PurposeDespite an exponential rise in the frequency of online payments in India, the cause of consumer resistance towards the WhatsApp payment system (WPS) remains unexplored. This research is aimed at exploring the barriers to the adoption of WPS.Design/methodology/approachA research model was proposed using stimulus-organism-response framework and innovation resistance theory. Data were collected from 392 users of the WhatsApp application using the mall intercept technique, which also utilizes digital payment platforms. A co-variance based structural equation modelling was employed to test proposed relationships in this cross-sectional study.FindingsThe study findings indicate that personal innovativeness as a personal stimulus negatively influences the usage and value barrier, while negative word of mouth (NWOM) increases the intensity of tradition and the image barrier. Additionally, value barrier, usage barrier, risk barrier and tradition barrier were found to have a negative influence on the intention to adopt the WhatsApp payment system.Originality/valueThis research is an initial endeavour that sheds light on the consumer cognition resisting the adoption of the WPS.

Can Random Friends Seed More Buzz and Adoption? Leveraging the Friendship Paradox

A critical element of word of mouth (WOM) or buzz marketing is to identify seeds, often central actors with high degree in the social network. Seed identification typically requires data on the relevant network structure, which is often unavailable. We examine the impact of WOM seeding strategies motivated by the friendship paradox, which can obtain more central nodes without knowing network structure. Higher degree nodes may be less effective as seeds if these nodes communicate less with neighbors or are less persuasive when they communicate; therefore, whether friendship paradox–motivated seeding strategies increase or reduce WOM and adoption remains an empirical question. We develop and estimate a model of WOM and adoption using data on microfinance adoption across village social networks in India. Counterfactuals show that the proposed strategies with limited seeds are about 13%–30% more effective in increasing adoption relative to random seeding. These strategies are also on average 5%–11% more effective than the firm’s leader seeding strategy. We also find these strategies are relatively more effective when we have fewer seeds. This paper was accepted by Juanjuan Zhang, marketing. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2024.4991 .

Strategies to improve recruitment to multimodal group programmes for obesity: a systematic review

Abstract Background The World Health Organization describes obesity as one of the greatest public health challenges in the 21st century. Possible therapies include multimodal (group) programmes with nutrition, exercise, and behavioural therapy elements. However, programme providers often have difficulties recruiting the target groups and motivating them to participate. This systematic review aimed to identify barriers and facilitators as well as strategies to improve recruitment. Methods We systematically searched five databases (Medline, CINAHL, Cochrane, PsycInfo, Web of Science). Based on predefined inclusion criteria, we selected primary studies of different study designs (e.g. [randomised] controlled trials, qualitative studies). We extracted barriers and facilitators as well as recruitment strategies into predefined tables, assessed the quality of the studies and summarised the results narratively. Results Of the 1,082 articles identified, 16 met the inclusion criteria. The main active recruitment strategies were writing directly to potential participants and referrals from health professionals. The most frequently reported passive strategies included media adverts, websites, flyers, social media, and word of mouth. The information on how many people approached actually participated was heterogeneous, which illustrates that recruitment depends on the setting/context and the people involved. Some studies came to contradictory results, e.g., regarding whether passive or active methods are more successful. In most cases, a combination of strategies was recommended. The studies reported numerous recruitment barriers, e.g., lack of staff time, lack of motivation, or fear of discrimination. Conclusions The review provides a broad overview of recruitment methods that can be applied depending on the framework conditions and target groups. The summary of possible barriers can serve as an overview of which aspects could be considered when designing or adapting a programme. Key messages • To improve recruitment to obesity programmes, a combination of several recruitment strategies, including active and passive methods, should be applied. • Results on the “effectiveness” of the strategies were inconclusive, which indicates that the success of methods depends on the context, setting and the people involved.

The Theory of Dyadic Morality and Moral Identity Explain the Public's Response to Harm Done by Government and Organisations

ABSTRACTHarm functions complexly in moral judgement but has been treated differently in the Social Intuitionist Model (SIM) and the Theory of Dyadic Morality (TDM). Both the SIM and TDM see felt harm as an outcome of experienced negative moral emotions (e.g., disgust), but the SIM regards harm as a kind of epiphenomenon in the sense that it does not affect moral judgement or behaviour, whereas the TDM interprets harm as an essential mediator of the link between negative moral emotions and immorality. The TDM also develops an explanation for how harm functions to initiate reactions to triggering events marked by an intentional agent causing injury to a vulnerable social actor. Here norms serve a regulatory function modulating the effects of harm committed by the agent on negative moral emotions. We conduct two experiments on representative samples of adults () and address two different moral contexts (companies doing badly and government doing badly with respect to a threatened health crisis), two different normative moderators (moral identity and belief in conspiracies) and two different moral action tendencies (intentions and word of mouth). Harm is found to have direct and contingent mediated effects on moral action tendencies, in accord with the TDM. Please refer to the Supplementary Material section to find this article's Community and Social Impact Statement.

The value of augmented reality: exploring hedonic and utilitarian augmented reality experiences

PurposeThe current study explores two distinct augmented reality (AR) experiences (hedonic and utilitarian) to determine the drivers of satisfaction and word-of-mouth (WOM). Specifically, this research investigates how different AR characteristics (person–virtual environment (VE) interaction, novelty) impact reality congruence and immersion, which ultimately lead to satisfaction and WOM.Design/methodology/approachWe tested the proposed model using a US consumer sample (N = 401) by applying partial least squares structural equation modeling (PLS-SEM) to reveal differences across the AR experiences regarding the mediating effects of immersion and reality congruence. Furthermore, we administered PLS-SEM multigroup analysis to identify differences for hedonic and utilitarian AR experiences.FindingsThis study provides important insights into the use of AR to create value-driven consumer experiences and outcome behaviors. Interacting with the virtual environment (VE) enhances immersion for hedonic AR experiences while it leads to higher levels of reality congruence for utilitarian AR experiences. While established relationships such as novelty to immersion continue to be significant, new constructs such as person–VE interaction and reality congruence immerge as stronger influences.Originality/valueTo date, most studies have implemented apps such as IKEA Place and have considered value as one comprehensive construct. However, limited research has examined differences in hedonic and utilitarian AR experiences. The current findings enhance the understanding of utilizing value-driven consumer experiences within the AR context to achieve desirable outcome behaviors.

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.

Green choices and brand happiness: A recipe for brand evangelism

AbstractTo date, research has predominantly focused on identifying the antecedents of sustainable consumption, but little work has been done to understand the impact of the consumption of sustainable brands on consumer emotions and behaviours thereof and how it varies across generations. This study attempts to analyse the relationship between consumption of sustainable brands and brand happiness, and the likelihood of it resulting in brand evangelism. We used the mall intercept method to collect responses from 564 respondents. We used structural equation modelling (SEM) to verify the research model and hypotheses and Hayes Process macro to test mediation and moderation impact. The study concludes that the consumption of sustainable brands triggers a positive emotional response in the consumer by evoking a feeling of happiness, which leads them to evangelise the brand. Thus, evangelists disseminate positive word of mouth and repurchase the brand, as well as engage in oppositional brand referrals to strengthen their relationship with the brand. The study further confirms the moderating role of generation cohorts in the relationship between brand happiness and brand evangelism. Gen Z is more likely to be an evangelist for sustainable brands as compared to other cohorts. The results corroborate with the self‐perception theory, which has been used as a theoretical base. In addition, managers should prioritise sustainability as a driver of brand happiness to effectively engage consumers, especially Generation Z, while aligning marketing strategies for consumer behaviour.

Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations

ABSTRACT This paper examines how Generative Artificial Intelligence (GAI) influences word-of-mouth (WOM) in travel and hospitality, focusing on synthetic WOM (syWOM). It explores how GAI-driven WOM reshapes traveler interactions and decision-making in an experience-centric industry. Using a literature review and conceptual analysis approach1, this study examines the integration of GAI tools, such as ChatGPT, to enhance travel experiences. The analysis presented in this study highlights GAI’s potential in inducing syWOM and its effects on traveler perceptions and behaviors. Additionally, it addresses the emerging role of GAI in WOM, emphasizing the need for further research on its impact on travel planning and engagement. This study presents a fresh view of the interaction of syWOM with GAI in travel, aiming to inform future research and practical applications of personalized traveler engagement.

The Impact of Health Communication Competence towards Electronic Word of Mouth (e-WOM) in Health Information Sharing among Internet Users in Malaysia

The COVID-19 pandemic significantly altered daily activities, with Malaysians increasingly relying on the internet for various tasks, such as e-commerce and booking health appointments. This descriptive study applied a cross-sectional approach to explore the relationship between health communication competence and electronic word of mouth (e-WOM) among internet users in Malaysia. A total of 400 respondents, selected through quota sampling from four regions, completed a questionnaire divided into three sections: demographic background, health communication competence, and e-WOM. The findings indicated that Malaysian internet users possess fair health communication competence. Correlational analysis showed significant relationships between health communication competence—specifically adherence, critical and participative communication, and active disease-related communication—and e-WOM. However, multiple regression analysis identified critical and participative communication as the strongest predictor of e-WOM in health information sharing. The research met its three objectives and supported all four hypotheses, contributing valuable insights to a previously under-researched area and offering a foundation for future exploration of these variables.

Building loyalty in the fast fashion market: The key role of customer brand identification

ABSTRACT This research proposes a novel conceptual model based on the Social Identity Theory (SIT) to identify the customer’s path to brand loyalty in the fast fashion industry. For this purpose, the following constructs are considered: customer brand identification (CBI), customer brand satisfaction (CBS), active brand word of mouth (ABWOM), passive brand word of mouth (PBWOM) and behavioural brand loyalty (BBL). To accomplish this research goal, a sample of 368 customer surveys was collected in Spain, and the data were analysed using descriptive statistics and Structural Equation Modelling (SEM). The results show that the main influences are, in this order: CBI on PBWOM, CBS on ABWOM and CBI on CBS. This study represents a pioneering effort in delving into the unexplored path leading from CBI to BBL in the dynamic fast fashion landscape. What is more, this research also introduces a highly novel perspective by differentiating between the active and passive components of customer word of mouth, a perspective that has thus far been under-researched. Several management guidelines are offered to improve the brand management strategies of operators in the industry through a deeper understanding of consumer behaviour.

From Play to Pay: Exploring Imaginal and Emotional Virtual Item Retail Experiences in Online Game Environment

In online gaming, selling virtual game items is a growing phenomenon designed to engage players. Despite growing adoption, little remains known regarding the gamer’s perceived virtual item retail experiences, particularly in the online game retail context. Based on the hedonic consumption perspectives, we examined the role of escapism, role projection, fantasy, enjoyment, emotional involvement, and arousal in developing positive attitudes toward in-game virtual items, which eventually enhanced behavioral outcomes such as game store loyalty, willingness to pay (WTP) and word-of-mouth (WOM). We collected survey data from 281 online gamers and analyzed the data using partial least squares (PLS)-based structural equation modeling. The results indicate that fantasy, escapism, enjoyment, and arousal significantly enhance gamers’ favorable attitudes toward virtual item experiences. Moreover, the findings indicate the positive influence of attitude on players’ WTP, loyalty to retailers, and positive WOM. This study is the first to explore imaginal and emotional experiences as antecedents that derive gamers’ favorable attitudes toward in-game item retail experiences and their subsequent influence on gamers’ consumption behavior. Online game retailers may benefit from focusing on virtual item experiences to elevate premium gamers’ retail attitudes and their ensuing consumption behaviors.

Komunikasi Persuasif dan Word of Mouth dalam Pemasaran Tabungan Haji Panin Dubai Syariah Bank

Marketing communication has the function of conveying information, persuading and reminding potential consumers of products and services for making purchasing decisions. The type of product, the target market for prospective consumers, the strength of the network owned and the company's ability in terms of promotion budget are aspects that need to be considered in determining the form and channel of marketing communication for a product. Persuasive communication plays an important role for the company's success in influencing prospective customers to respond and act according to what is expected in relation to product marketing. Word of mouth about the experiences of customers who have enjoyed the company's products and services forms word of mouth which is an effective communication medium in influencing the decision making of other prospective customers. This study uses a qualitative approach and is descriptive in nature, aims to describe and analyze the application of persuasive communication elements and word of mouth elements as a form and channel of marketing communication for Hajj Savings at Panin Dubai Syariah Bank. The data used in this study are primary and secondary data. Primary data was obtained from direct observation and interviews, while secondary data was obtained from the results of research that had been carried out by previous researchers and scientific reports contained in articles or journals regarding persuasive communication and word of mouth. The results of the study show that the elements of persuasive communication (claims, warrants and data) are implemented in verbal communication by the opinion leaders and non-verbally in the choice of media sentences to promote PDSB Hajj Savings products. Word of mouth elements (WoM Units, Participants, Venues, Actions and Outcomes) occur and are implemented in the interaction process both by opinion leaders to the community and Hajj Savings customers who have experienced PDSB Hajj Savings services to the surrounding community.