Building Web-Analytics system to Measure Perceived Source Credibility in Electronic Word of Mouth Communication

2020 ◽  
Vol 11 (2) ◽  
pp. 1-13
Author(s):  
Shivaprasad H N ◽  
Anshu Rani
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Future Research ◽  
Consumer Attitude ◽  
Electronic Word Of Mouth ◽  
Business Analytics ◽  
Sources Of Information ◽  
Word Of Mouth Communication

Electronic word-of-mouth (eWOM) has become one of the influential sources of information in recent times. However, the emergence of digital media and the huge volume has made it difficult to evaluate its credibility. The main purpose of this article is to determine the factors influencing Electronic word of mouth source credibility for durable products in India. Further, this study examines to what extent business analytics tools are used in the research of eWOM source credibility. The findings suggest that the source trustworthiness and source expertise significantly contribute to eWOM source credibility which further influences the purchase intention, brand awareness, and consumer attitude. The real-time information is not getting captured through business analytics tools. The marketers and practitioners can benefit from this study by understanding phenomenon of the eWOM source credibility and influence on overall consumer behaviour. The study further suggests building an eWOM analytics system and provides future research directions.

Electronic Word of Mouth (eWOM) Strategies to Manage Innovation and Digital Business Model

2019 ◽  
pp. 41-63
Author(s):  
Anshu Rani ◽  
H. N. Shivaprasad
Keyword(s):  
Digital Media ◽  
Word Of Mouth ◽  
Product Information ◽  
Source Credibility ◽  
Electronic Word Of Mouth ◽  
Research Papers ◽  
Internet Users ◽  
Communication Processes ◽  
Word Of Mouth Communication ◽  
Manage Innovation

In the digital age, consumers have changed their roles from passive receivers of marketing messages to active information suppliers about products through various digital media. The communication between consumers which occurs online is termed electronic word of mouth (eWOM) communication. Electronic word of mouth communication is an integral part of e-commerce. With the exponential growth of internet users and their adoption of eWOM for product information, it has become important to study the factors responsible for the effectiveness of eWOM. This chapter investigates the traditional WOM and eWOM literature to explore its status. A summary of eWOM communication has been presented to summarize prior studies of eWOM which is aligned with basic communication processes. The research papers (literature) have been segregated into eight categories: WOM, eWOM, eWOM impact, source credibility, message characteristics, receiver characteristics, eWOM platform, and response after eWOM adoption. Finally, several strategies are discussed for theoretical and empirical exploration.

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2021 ◽  
pp. 1328-1345
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

scholarly journals E-WOM through the prism of socio-demographic analysis of users of tourist services

Ekonomika ◽  
2020 ◽  
Vol 66 (4) ◽  
pp. 1-12
Author(s):  
Dražen Marić ◽  
Ksenija Leković ◽  
Slavica Tomić
Keyword(s):  
Information Technologies ◽  
Word Of Mouth ◽  
Demographic Characteristics ◽  
Special Role ◽  
Electronic Word Of Mouth ◽  
Sources Of Information ◽  
Survey Results ◽  
Time Share ◽  
Cross Tabulation ◽  
Word Of Mouth Communication

Objectives:Interpersonal influence and word-of-mouth communication represent the most important sources of information used in the purchase decision process. This form of communication has a special role and importance in tourism due to the intangible nature of products offered in this market. With the advancement in information technologies an increasing number of consumers - users of tourist services use the Internet to obtain information about a tourist destination and, at the same time, share their experiences with other consumers. In this way online interpersonal influence and electronic word-of-mouth communication are realized. The aim of this paper is to examine whether there are any significant differences in the electronic word-of-mouth effects and generation by consumers - users of tourist services in relation to their socio-demographic characteristics (gender, age, and education). Methodology: The sample included 228 respondents from the province of Vojvodina. The method of cross-tabulation was applied in order to test the hypotheses. Implications/results: Survey results provide tourism marketers with a more detailed insight into the behavior of users of tourist services with respect to their socio-demographic characteristics. Contribution: This paper contributes to further theoretical elaboration of the current phenomenon of electronic word-ofmouth in terms of explaining it through the prism of causes and effects.

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2018 ◽  
pp. 58-80 ◽  
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

Measuring Electronic Word of Mouth Review Adoption on Green Purchase Intention Using Source Credibility Theory

2016 ◽  
Vol 22 (12) ◽  
pp. 4283-4287 ◽  
Author(s):  
Roslin Abdul Rahim ◽  
Zuraidah Sulaiman ◽  
Thoo Ai Chin ◽  
Rohaizat Baharun ◽  
Farrah Merlinda Muharam
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Credibility Theory ◽  
Electronic Word Of Mouth ◽  
Source Credibility Theory

A Study of the Antecedents of e-WOM in Social Commerce Platform

2021 ◽  
Vol 12 (1) ◽  
pp. 62-76
Author(s):  
Youngkeun Choi
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Electronic Word Of Mouth ◽  
Social Commerce ◽  
Argument Quality ◽  
Intention To Purchase ◽  
Consumer Electronic

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 purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, argument quality, source credibility, source attractiveness, and source perception increase the electronic word of the consumer. Second, consumer electronic word of mouth increases his or her purchase intention. Finally, argument quality and source perception origin among the pioneers of the electronic word-of-mouth of the consumer increases his or her purchase intention through the electronic word of mouth. This study is the first one to investigate the reciprocal engagement characterized by electronic word of mouth.

Effect of eWom on purchase intention: meta-analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Merve Albayrak ◽  
Cemil Ceylan
Keyword(s):  
Effect Size ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Meta Analysis ◽  
Research Question ◽  
Electronic Word Of Mouth ◽  
Process Step ◽  
Content Type ◽  
Purchasing Intention ◽  
Word Of Mouth Communication

PurposeThe aim of this research is to combine and synthesize the findings of previous studies search for the effects of eWom on purchase intention by meta-analysis.Design/methodology/approachThe paper shows a meta-analysis process step by step. Within the scope of certain criteria, the studies in the Google Scholar and ITÜ library databases were eliminated and the results of the remaining 19 studies were analyzed in CMA (Comprehensive Meta-Analysis) program.FindingsBy conducting a meta-analysis of the research question, a common effect size was obtained from 19 studies. In addition, the effect size of 21 eWom (electronic word of mouth communication) factor on purchasing intention related to the 21 hypotheses defined in the study was obtained by means of meta-analysis separately.Originality/valueWith the increasing number of Internet users, the desire to share their comments and ideas on the Internet, and the increasing importance of electronic word of mouth communication in our lives, people's decisions have started to be affected by this situation. One of the decision-making movements is the purchase intention. Therefore, it is expected to see more researches on meta-analysis for the effect of eWom on purchase intention in the following years.

scholarly journals The Effect Of Wom And Advertising On Purchase Intention With Brand Awareness As Mediating Variable At Five Star Restaurants In Nusa Dua

2021 ◽  
Vol 1 (4) ◽  
pp. 418-435
Author(s):  
Sri Wardani ◽  
Putu Utama ◽  
Irene H Sihombing
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Future Research ◽  
Restaurant Managers ◽  
Pls Analysis ◽  
Word Of Mouth Communication

Five-star hotel restaurants in the Nusa Dua area managed by international chains have similarities, namely not achieved the restaurant sales targets set by the company, restaurants not being remembered and known by consumers, restaurants not being advertised in various media, and TripAdvisor rankings, bubble ratings, and reviews are low. The above phenomena are related to the theory of word-of-mouth communication, advertising, brand awareness, and purchase intention. Research is conducted on the effect of word-of-mouth communication and advertising on purchase intention with brand awareness as a mediating variable. This type of research is explanatory research with non-probability purposive sampling technique with data collection techniques through questionnaires. Questionnaires were distributed to customers who had stayed and visited Eight Degrees South Conrad Bali and The Shore Hilton Bali for a period of one month from July 2021 to August 2021. The respondents who answered the questionnaire were 170 respondents. SEM PLS analysis was used to analyze the data. This study found that brand awareness has a positive and significant effect on purchase intention. WOM and advertising have no significant effect on purchase intention. WOM and advertising have a positive and significant effect on brand awareness. Brand awareness significantly mediates WOM and advertising on purchase intention. Restaurant managers are advised to advertise hotel restaurants on social media and advertorial advertisements to build brand awareness and consumer purchase intentions. Future research to explore the possibility of being developed in the room and spa division.

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