Word Of Mouth Research Articles

EXPRESS: The Female Consumer Response Implications of Male Dominance in a Product’s Online Community

Does male dominance of a product’s online community deter female community voices? Does it affect product ratings and the nature of content produced too? How might female consumers’ brand attitudes and intentions be affected ultimately? Utilizing a large panel dataset of online customer reviews in the beer industry and three experimental studies, these questions are empirically investigated. This product category is highly male dominant, on average, but there is significant variation across products to enable degrees of male dominance to be empirically examined. Other theoretical accounts of simple majority, tie-strength, homophily, and cultural masculinity are empirically considered as well. The findings serve to complement prior work on online word of mouth (OWOM), demonstrating that male dominance of an online community can deter contributions from female reviewers and generate lower rating departure from community average sentiment by female reviewers. The type of content that is generated by female reviewers is also affected, with a reduction in the evocation of femininity themes and an increase in the evocation of masculinity themes. Downstream brand attitudes and trial intentions are also impacted. A resulting implication of high product community male dominance is the availability of less information for consumers when evaluating products.

Analisis Strategi Pemasaran dalam Meningkatkan Penjualan Gula Merah pada Pedagang di Kecamatan Kusan Hulu

The study aims to analyze the marketing strategy of brown sugar sales to traders in Kusan Hulu District. This study uses a qualitative descriptive method. The results showed that the marketing strategies used by respondent 1, respondent 2, and respondent 3 were as follows: 1) The three sellers offered the same product, namely brown sugar without variants, 2) The price offered varied between Rp. 10,000 to Rp. 12,000 per pack, 3) The production site was at home, while marketing was done at home and in the market, 4) Promotion by Ibu Jamah and Ibu Nor Jannah is done by word of mouth, while Ibu Sari Ratna has started using social media as a means of promotion, 5) Each seller provides friendly and good service to consumers, as well as fast and thorough in handling requests, which increases customer satisfaction, 6) Each seller facilitates the ordering and payment process for consumers, 7) Each seller provides an attractive product display to attract the attention of consumers.

Pengaruh Kualitas Produk dan Electronic Word of Mouth terhadap Keputusan Pembelian Produk Skincare Somethinc

The emergence of awareness among Indonesian society regarding the importance of maintaining facial condition has made skincare consumption a trend in shopping. This study aims to investigate the influence of product quality and electronic word of mouth on purchasing decisions for Somethinc skincare products. The population in this study consists of Somethinc skincare users. Purposive sampling was used as the research method, with data collected through distributing questionnaires to 100 respondents and analyzed using SPSS version 26. Hypothesis testing employed multiple linear regression, t-tests (partial), and F-tests (simultaneous). The results of the multiple linear regression yielded the equation Y = 6.624 + 0.278X1 + 0.271X2. The t-test results (partial) indicate a significant influence of product quality on purchasing decisions, with t count (3.672) > t table (1.985), sig 0.000 < 0.05, as well as electronic word of mouth, t count (4.183) > t table (1.985), sig 0.000 < 0.05. The simultaneous F-test resulted in F count (94.601) > F table (3.090), sig 0.000 < 0.05. Somethinc is expected to continue developing products with new formulas while maintaining quality, and to build effective communication by interacting with and responding to consumer reviews.

Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Purchase Intention Melalui Brand Image

The increasing competition in the marketplace has made Lazada one of the platforms that is falling behind compared to several competitors, particularly in terms of sales or purchase intention. Several factors contribute to this, including social media marketing, audience opinions and reviews, and Lazada's brand image. This study evaluates the influence of social media marketing and electronic word of mouth (E-WOM) on purchase intention through brand image. The aim of this research is to determine the impact of social media marketing and E-WOM on purchase intention, with brand image serving as a mediator. The study was conducted among Lazada marketplace users in Denpasar City, involving 160 respondents using purposive sampling. Data was collected through a questionnaire distributed via Google Forms. The collected data was analyzed using path analysis and Sobel test techniques. The findings indicate that all hypotheses are supported. Social media marketing positively and significantly influences brand image; E-WOM positively and significantly influences brand image; social media marketing positively and significantly impacts purchase intention; E-WOM positively and significantly impacts purchase intention; brand image positively and significantly influences purchase intention. Additionally, brand image positively and significantly mediates the effects of social media marketing and E-WOM on purchase intention. The theoretical implications of this study support consumer behavior theories and previous research. The practical implications suggest that Lazada's management should prioritize social media marketing, E-WOM, and brand image to enhance purchase intention.

Experiential Marketing and Electronic Word of Mouth on Consumer Loyalty Through Consumer Satisfaction at Jember Mini Zoo Tourist Attraction

The purpose of this study was to determine the role of satisfaction in mediating the influence of experiential marketing and electronic word of mouth on consumer loyalty through consumer satisfaction at the Jember Mini Zoo tourist attraction. This study uses explanatory research. The population in this study were visitors to the Jember Mini Zoo tourist attraction. The method used in this study was purposive sampling. The age of respondents in this study was at least 18 years old with the consideration that this age can make wise decisions. Respondents were visitors to the Jember Mini Zoo tourist attraction at least 2 times. The sample size in this study was 14 x 10 = 140 respondents. The data analysis method used Structural Equation Modeling (SEM) with the Amos application. The results showed that Experiential marketing on satisfaction showed a significant positive effect. Electronic word of mouth on Satisfaction showed a significant positive effect. Experiential marketing on consumer loyalty showed a significant positive effect. Electronic word of mouth on consumer loyalty showed a significant positive effect. Consumer satisfaction on consumer loyalty showed a significant positive effect. Experiential marketing on consumer loyalty through consumer satisfaction showed a significant positive effect. Electronic word of mouth on consumer loyalty through consumer satisfaction shows a significant positive influence.

The Effect of Green Marketing, Social Media Marketing, Word of Mouth And Service Quality on Purchasing Decisions

The formulation of the problem in this research is: Does green marketing influence purchasing decisions? Does social media marketing influence purchasing decisions? Does word of mouth influence purchasing decisions? Does service quality influence purchasing decisions? The objectives of this research are: to determine the influence of green marketing on purchasing decisions, to determine the influence of social media marketing on purchasing decisions, to determine the influence of word of mouth on purchasing decisions, to determine the influence of service quality on purchasing decisions. This research is included in exploratory research. The population in this study is unknown, the number of samples in this study was 220. The analysis tool uses PLS. The research results show that green marketing has no significant effect on purchasing decisions, social media marketing has a significant effect on purchasing decisions, word of mouth has a significant effect on purchasing decisions, and service quality has a significant effect on purchasing decisions.

The Effect Of Social Media Promotion And Word Of Mouth On The Decision To Visit The Attraction Of Tanjung Bias Beach, West Lombok Regency

This study aims to determine the effect of promotion through social media and word of Mouth on visiting decisions with the control variables of attractiveness and facilities. The data collection technique used a questionnaire that had been tested for validity and reliability. Based on the simultaneous hypothesis testing, the four independent variables have a significant effect on the decision to visit tourists to Tanjung Bias Beach. Partially, word of mouth (X2) has a positive and significant effect on the decision to visit tourists, this can be seen from the t-count value of 5.816, greater than the t-table value of 1.995. Social media promotion (X1), Attraction (X3) and Facilities (X4), and show that the result of the multiple linear determination coefficient (R2) is 0.648, or 65%. This means that the degree of influence of the independent variable (X) on the variable (Y) is 65%.

Examining sustainable consumption patterns through green purchase behavior and digital media engagement: a case of Pakistan’s postmillennials

PurposeThe main objective of this study is to identify the variables influencing consumers' perceptions of sustainable purchasing intentions and the effects such perceptions have on actual sustainable purchasing behavior. This paper aims to develop an understanding of the postmillennial generation's consumption of sustainable products.Design/methodology/approachA structured questionnaire was used to collect data for quantitative analysis. It involved sampling a total of 251 respondents, which were postmillennials belonging to the twin cities of Pakistan. A series of tests were applied through Smart PLS4 for all the variables, including descriptive statistics and structural equation modeling.FindingsThe results revealed that there is a significant relationship of social value and electronic word of mouth with digital media usage (DMU). Whereas, link of functional and emotional value with DMU was insignificant. The results also portrayed that there exists a positive link between DMU and sustainable consumption behavior (SCB). Moreover, green purchase intention moderated the relationship between DMU and SCB.Originality/valueThere exists a research gap on the role of postmillennial behavioral regulation and digital media use, as potential influences on their purchase behavior. Despite the fact that digital media has been shown to influence millennials' purchasing decisions in the past, there is still a reluctance among postmillennials to engage in environmentally friendly practices. Consequently, research is necessary to comprehend sustainable consumer behaviors; especially from an unaddressed Pakistani perspective.

Pengaruh Brand Image, Brand Love dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Produk Skincare Scarlett Whitening

This study aims to determine the Influence of Brand Image, Brand Love and Word Of Mouth on Consumer Purchase Decisions of Scarlett Whitening Skincare Products. The population in this study is all consumers Scarlett Whitening whose sample size in this study is 120 peoples. The data analysis technique used Multiple Linear Analysis, the sampling technique using Purposive Sampling. The results show that (1) There is a positive and significant influence between Brand Image on Consumer Purchase Decisions of Scarlett Whitening Skincare products, (2) There is a positive and significant influence between Brand Love on Consumer Purchase Decisions of Scarlett Whitening Skincare products, (3) There is a positive and significant influence between Word Of Mouth on Consumer Purchase Decisions of Scarlett Whitening Skincare, (4) There is a positive and significant influence between Brand Image, Brand Love, and Word Of Mouth on Consumer Purchase Decisions of Scarlett Whitening Skincare products.

Word of Mouth as a Mediator between Ethnic Identification, Brand Image, and College Selection Decisions: An Empirical Investigation of Private Universities in Medan City, Indonesia

Word of Mouth as a Mediator between Ethnic Identification, Brand Image, and College Selection Decisions: An Empirical Investigation of Private Universities in Medan City, Indonesia

The Effect Of Product Development, Price, And After-Sales Service On Purchase Intention Mediated By Electronic Word Of Mouth On Ryu Brand Power Tool Products In Jakarta, Indonesia

This study explores the impact of product development, pricing strategies, and after-sales service on purchase intention, with a specific focus on the mediating role of electronic word of mouth (eWOM) in the context of RYU brand power tool products in Jakarta, Indonesia. The research aims to identify how these key factors influence consumer behavior and decision-making processes in a competitive market environment. Data were collected through surveys from a sample of consumers in Jakarta, and the relationships between variables were analyzed using structural equation modeling (SEM). The findings reveal that product development and price significantly affect purchase intention, while after-sales service exerts a moderate influence. Moreover, eWOM is found to be a critical mediator that amplifies the impact of these factors on purchase intention. This study provides valuable insights for marketers and business practitioners in enhancing consumer engagement and driving sales through strategic focus on product innovation, competitive pricing, and effective after-sales services, while leveraging the power of eWOM.

Pengaruh Word Of Mouth dan Product Quality terhadap Kepuasan Pelanggan dengan Harga sebagai Variabel Moderasi

The purpose of this study was to determine the effect of the significance of word of mouth and product quality on customer satisfaction with price as a moderating variable on Omah Wedangan customers in Mojosongo Surakarta. Quantitative research type. The data sources used are primary data and secondary data. The sampling technique in this study used purposive sampling technique, which is a sampling determination technique with certain considerations. The number of samples used in this study was 100 respondents. The instrument testing technique used validity and reliability tests, classical assumption tests consisting of multicollinearity tests, autocorrelation tests, heteroscedasticity tests and normality tests. The data analysis technique used in this study was descriptive analysis, multiple linear regression analysis with moderating variables, t-test, F-test, and R2 test and moderation test. The results of this study indicate that the t-test obtained a ρ-value (significance) = 0.003 <0.05, meaning that word of mouth has a significant effect on Y (customer satisfaction). The ρ-value (significance) = 0.000 <0.05 means that product quality has a significant effect on Y (customer satisfaction. The ρ-value (significance) = 0.000 <0.05 means that price has a significant effect on Y (customer satisfaction). The F test shows an F count value of 207.158 with a significance value (p.value) of 0.000 <0.05, meaning that the model is right in predicting the effect of X1 (word of mouth), X2 (product quality) and Z (price) on Y (customer satisfaction). The results of the determination coefficient test (adjusted R Square) are 0.862, meaning that the amount of contribution of the influence of the independent variables X1 (word of mouth), X2 (product quality) and Z (price) is 86.2%. The rest (100% - 86.2%) = 13.8% is explained by other variables outside the model, such as location, service, comfort and cleanliness. Test results moderation 1 (b) is negative, meaning that price weakens the influence of word of mouth on customer satisfaction. The significance value (p-value) of the interaction X1Z (moderation 1) = 0.071 > 0.05 is obtained, meaning that price does not moderate the influence of word of mouth on customer satisfaction. Moderation 2 (b) is negative, meaning that price weakens the influence of product quality on customer satisfaction. The significance value (p-value) of the interaction X2Z (moderation 2) = 0.003 < 0.05 is obtained, accepted, meaning that price moderates the influence of product quality on customer satisfaction at Omah Wedangan in Mojosong Surakarta.

Research on the Dynamics of Word-of-Mouth Influencing Stock Prices

Word-of-mouth (WOM) can be considered one form of public opinion, reflecting consumers’ views towards product or service quality. With the development of social media, WOM holds influence over investors and subsequently impacts the stock prices of companies. The purpose of this study is to uncover the dynamics encompassing the factors that influence WOM, its propagation mechanisms, and the consequential impact on reality illustrated through fluctuations in stock prices. The mathematical model to describe the whole process can be separated into two components: information propagation model and stock price fluctuation model. The cumulative abnormal return (CAR) is used to demonstrate fluctuations in stock prices. Utilizing a Lyapunov function, it is proven that the equilibrium point of the model is globally asymptotically stable. As for the real world, it suggests that WOM will eventually prevail online, leading to fluctuations in stock prices. Based on the event study method, the empirical examination of 43 real events shows that our model can effectively predict the CAR and reflect the influence on stock prices caused by WOM in real-world scenarios.

Strategies for Identifying and Recruiting Women at High Risk for Breast Cancer for Research Outside of Clinical Settings: Observational Study.

Research is needed to understand and address barriers to risk management for women at high (≥20% lifetime) risk for breast cancer, but recruiting this population for research studies is challenging. This paper compares a variety of recruitment strategies used for a cross-sectional, observational study of high-risk women. Eligible participants were assigned female at birth, aged 25-85 years, English-speaking, living in the United States, and at high risk for breast cancer as defined by the American College of Radiology. Individuals were excluded if they had a personal history of breast cancer, prior bilateral mastectomy, medical contraindications for magnetic resonance imaging, or were not up-to-date on screening mammography per American College of Radiology guidelines. Participants were recruited from August 2020 to January 2021 using the following mechanisms: targeted Facebook advertisements, Twitter posts, ResearchMatch (a web-based research recruitment database), community partner promotions, paper flyers, and community outreach events. Interested individuals were directed to a secure website with eligibility screening questions. Participants self-reported method of recruitment during the eligibility screening. For each recruitment strategy, we calculated the rate of eligible respondents and completed surveys, costs per eligible participant, and participant demographics. We received 1566 unique responses to the eligibility screener. Participants most often reported recruitment via Facebook advertisements (724/1566, 46%) and ResearchMatch (646/1566, 41%). Community partner promotions resulted in the highest proportion of eligible respondents (24/46, 52%), while ResearchMatch had the lowest proportion of eligible respondents (73/646, 11%). Word of mouth was the most cost-effective recruitment strategy (US $4.66 per completed survey response) and paper flyers were the least cost-effective (US $1448.13 per completed survey response). The demographic characteristics of eligible respondents varied by recruitment strategy: Twitter posts and community outreach events resulted in the highest proportion of Hispanic or Latina women (1/4, 25% and 2/6, 33%, respectively), and community partner promotions resulted in the highest proportion of non-Hispanic Black women (4/24, 17%). Although recruitment strategies varied in their yield of study participants, results overall support the feasibility of identifying and recruiting women at high risk for breast cancer outside of clinical settings. Researchers must balance the associated costs and participant yield of various recruitment strategies in planning future studies focused on high-risk women.

Pengaruh Kredibilitas Influencer dan e-WOM (Electronic Word of Mouth) Terhadap Minat Beli Produk Kecantikan Lokal Azarine Cosmetic

The high number of Instagram users in Indonesia makes companies work with influencers to reach a wider audience, one of which is the beauty brand Azarine Cosmetic. Influencers are one of the factors contributing to increased product sales and forming positive e-WOM. This study aims to investigate how the role of influencer credibility and electronic word of mouth in increasing interest in buying local beauty products Azarine Cosmetic in Karawang. This research used quantitative approach and the data was analyzed by SEM-PLS. Followers of the @azarinecosmeticofficial Instagram account became the population and non-probability sampling techniques were used to sample 384 respondents. Data collection through questionnaires with google form and the use of SmartPLS 4 software to analyze data. The findings prove that the influencer credibility variable on e-WOM influences positively and significantly the e-WOM variable as well as influencer credibility influences positively and significantly in encouraging consumer interest in buying Azarine Cosmetic cosmetic products.

Pengaruh Daya Tarik Iklan Dan Electronic Word Of Mouth (E-Wom) Terhadap Minat Pengguna Jasa Transportasi Online Grab: Studi pada Mahasiswa/I Universitas Buana Perjuangan Karawang

The emergence of the Grab service in Indonesia is an example of how the contemporary era and globalization have encouraged innovation and change. The business actively uses internet marketing techniques, with a focus on making advertising and electronic word of mouth more attractive to attract users. This research tries to find the impact of advertising attractiveness on e-Wom as well as the impact of user interest in Grab influenced by advertising and electronic word-of-mouth. SmartPLS 4 analysis is used in a research approach with the student population of Buana Perjuangan University, Karawang. By implementing the Slovin formula in the analysis, a sample of 385 respondents was selected with an error rate of 5%. The findings of this study show that e-Wom is strongly influenced by advertising attractiveness, and users' propensity to purchase Grab services is very positively influenced by e-Wom and advertising attractiveness.

Pengaruh Electronic Word of Mouth Melalui Media Sosial Tiktok Terhadap Minat Beli Produk Kosmetik Somethinc pada Mahasiswi di Jakarta

The cosmetic brand Somethinc has achieved various milestones since 2019. However, some of its products still experience low sales. To remain competitive, Somethinc needs to develop an effective marketing strategy, with electronic word of mouth on TikTok potentially serving as a solution. This study aims to assess the impact of electronic word of mouth through TikTok on the purchase intention of Somethinc products among female students in Jakarta. This research employs a quantitative approach, combining survey and observational methods, with data collected through a questionnaire. The results reveal a t-test significance value of 0.000 (p < 0.05) and a t-value of 12.121, which exceeds the critical value of 1.984, confirming the rejection of the null hypothesis and the acceptance of the alternative hypothesis. These findings indicate a significant effect of electronic word of mouth through TikTok on the purchase intention of Somethinc products. The coefficient of determination (R-squared) is 0.600, meaning that electronic word of mouth through TikTok accounts for 60% of the variance in purchase intention for Somethinc products, while the remaining 40% is influenced by other variables not examined in this study.

Pengaruh Viral Marketing dan Elektronic Word Of Mouth Terhadap Keputusan Pembelian pada UMKM Seblak Teh Windy Melalui Followers Tiktok

The internet has been proven to be able to make it easier for someone to get information and facilitate communication between one person and another. The ease of information spreading on the internet is also accompanied by the existence of social media which is used as a promotional medium by business actors, one of which is Seblak Teh Windy. The aim of this research was to find out whether viral marketing and electronic word of mouth have an influence on purchasing decisions for Seblak Teh Windy. This research uses a quantitative approach, descriptive and verification approach. The population studied was based on Tiktok Followers @seblaktehwindy16 in November 2023, which numbered around 553,600 and the number of samples used was 400 respondents. The sampling technique used in the research was non-probability sampling using purposive sampling. The results of this research state that Viral Marketing and Electronic Word of Mouth are related to purchasing decisions. It can be concluded that Viral Marketing and Electronic word of mouth have a significant influence on the decision to purchase Seblak Teh Windy.

Effects of Travel Agencies' Environment, Social, and Governance Marketing Activities on Consumer Behavioral Intentions

ABSTRACTEnvironment, social, and governance (ESG) marketing activities are becoming increasingly crucial for business growth. This study surveys 322 participants in the US to determine the effects of consumer beliefs and attitudes toward travel agencies' ESG activities on consumer behavioral intentions. The moderating effects of tourism innovativeness and tourists' enjoyment are explored. The results reveal that environmental beliefs have a positive influence on attitudes toward ESG. Conversely, social and governance beliefs exhibit a positive impact solely on attitudes toward ESG advertisements, within the context of attitudes toward ESG in general. A positive attitude toward ESG advertising and branding activities influences the intention to repurchase. This study confirms that a positive attitude toward ESG branding activities has a positive effect on word of mouth. Tourist innovativeness plays a moderating role in the relationship between attitudes toward ESG advertising and word of mouth (WOM).

Determinants of Patient Loyalty: A Systematic Review

ABSTRACT Patient loyalty is the key to business success for healthcare providers as well as patient health outcomes. This research aims to identify factors that determine patient loyalty using a systematic review study. Articles published in the last 5 years in Proquest, Google Scholar, and PubMed databases were systematically reviewed. Eight articles that met the inclusion and exclusion criteria were selected for further review. Findings regarding the determinants of patient loyalty to healthcare organizations were systematically synthesized. Publications on factors that determine patient loyalty to screening health care providers and 20 articles were included in this study. Twenty articles explore 14 determinants of patient loyalty such as patient satisfaction, quality, value, hospital brand image, trust, commitment, CRM, patient experience, service delivery, relationship marketing and word-of-mouth (WoM), CSR, perceived value, implementation of innovation, and environmental services. This review identified and modeled the determinants of patient loyalty to healthcare providers. Further research should consider extending this research to general hospitals, clinics and health centers. clinics and health centers to identify the most dominant factors of interest. Keywords: Health Services, Patient Loyalty, Systematic Review