Results 141 to 150 of about 3,480 (184)

E-WOM Issues and Challenges

2016
In the global era, Electronic Word of Mouth (E-WOM) has become an important emerging business strategy in the marketing and consumer environment. Along with the growth of digital connectivity and E-WOM, new ongoing challenges have also emerged for online users, businesses, and services. The chapter mainly aims to look closer upon how Electronic Word of
Dhiraj Jain, Yuvraj Sharma
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e-WOM: Review and a New Conceptualisation

The Marketing Review, 2018
Electronic word of mouth or e-WOM has gained a lot of salience in marketing literature. However, the conceptualisation of e-WOM in the literature has often relied on past practices in e-WOM generation and use. For example, in the previous few decades, several studies that have used e-WOM to predict future sales/revenue of products and services have ...
Ridhi Agarwal, Ramendra Singh
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A Study of the Antecedents of e-WOM in Social Commerce Platform

International Journal of Service Science, Management, Engineering, and Technology, 2021
The purpose of this study is to show how electronic word of mouth attracts users and drives purchases. By presenting the concept of electronic word of mouth in a variety of ways that provide different experiences, the author develops a model that explores the effects that explain the antecedents of electronic word of mouth and consumers' intention to ...
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A Study of the Role of e-WOM on Social Commerce

International Journal of e-Collaboration, 2018
The purpose of this study is to discover how electronic word of mouth engages users and encourages them to purchase. By proposing the concepts of electronic word of mouth as different ways to provide reciprocal experience, this study develops a model that explores the antecedents of electronic word of mouth and its role in explaining a consumer to ...
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E-WOM as an Asset of Branded Content Strategies

2022
In recent decades, the transformation of the communication paradigm has triggered brands to experience new communication formats, in which users have gained significant relevance on account of their capacity to influence purchase decisions and brand image through their content shared via e-WOM.
Carmen Llorente-Barroso, Olga Kolotouchkina, Ivone Ferreira   +2 more
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The Impact of e-WOM: Determinants of Influence

2011
Marketing literature have shown personal influences have a great importance on consumer behavior. Opinions by other consumers have been found to exert a significant impact on consumers’ buying decisions (Arndt, 1967; Chatterjee, 2001; Katz and Lazarfeld, 1955), as well as on post-purchase product perceptions (Bone, 1995).
Manuela López, María Sicilia
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Investigating generational differences in e-WOM behaviours

International Journal of Advertising, 2011
Marketers have generally assumed actionable differences exist between Gen X and Gen Y, particularly with regard to electronically mediated marketing.
David Strutton, David G. Taylor, Kenneth Thompson   +2 more
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Using Sentiment Analysis for Evaluating e-WOM

2020
Electronic word of mouth is one of the keys elements for marketing decision making. e-WOM has been focus of marketing research as technology and social media become larger part of consumers' lives. This study set out to examine e-wom concept with sentiment analysis methodology in service industry context.
Zehra Nur Canbolat, Fatih Pinarbasi
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The power of e-WOM on Facebook

2012
Facebook combines electronic Word-of-Mouth’s (e-WOM) main benefits of reaching a large network while supporting the trustworthiness of social relationships. As more and more marketers attempt to harness the power of e-WOM on Facebook, research of the drivers that lead to consumers’ engagement in e-WOM has become critical.
Jansler, Daniella, Ryning, Marc
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The effects of e-WOM information on trust, purchase intention, and e-WOM intention : Focusing on hotel room purchasing consumers

International Journal of Tourism and Hospitality Research, 2018
인터넷 상용화 및 모바일 기기 사용 활성화로 인해 많은 사람들은 온라인에서의 정보탐색활동, 구매활동, 정보전달 활동을 하고 있다. 온라인을 통한 제품의 구전정보는 미래의 소비자에게 중요한 정보가 되고 있다. 특히, 호텔 관광산업의 제품은 경험재이기 때문에 겪어보지 않은 상태에서는 품질도 서비스도 확신을 갖기 어렵다. 따라서, 본 연구에서는 호텔 객실구매 시 소비자의 온라인 구전정보와 관련한 요인들을 도출하고자 한다. 또한 소비자의 온라인 구전정보에 대한 신뢰를 통한 구매의도와 온라인 구전의도에 대한 영향관계를 규명하고자 한다. 이를 위해 2017년 5월 30일부터 6월 8일까지 설문조사를 실시하였다.
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