Word of Mouth Research Papers (original) (raw)

High-tech products (such as smartphones, notebooks, and tablets) have been characterized as being increasingly similar between brands, having too many slightly different choices, and providing complex information. In buying these... more

High-tech products (such as smartphones, notebooks, and tablets) have been characterized as being increasingly similar between brands, having too many slightly different choices, and providing complex information. In buying these products, many consumers fi nd it diffi cult to differentiate between brands, evaluate over alternatives, and make a good purchase decision. Such situation is known as consumer confusion phenomenon. Previous studies have revealed that consumer confusion is becoming a problem for both consumers and marketers. However, the topic still needs further examination, especially in the context of a developing country. The present study aims to examine consumers ’ general tendency to become confused and its effect on word of mouth, trust and consumer satisfaction. The product context is smartphones, while the sample consists of 150 university students who had experiences in using or buying smartphones. Nine research hypotheses were tested using multiple regression an...

In this paper, we develop a framework to optimally manage the time-phased deployment planning of a new technology, namely Advanced Metering Infrastructure, in the Utility industry. Advanced Metering Infrastructure enable two-way... more

In this paper, we develop a framework to optimally manage the time-phased deployment planning of a new technology, namely Advanced Metering Infrastructure, in the Utility industry. Advanced Metering Infrastructure enable two-way communication between residential and commercial customers and the Utility grid, so that energy consumers may respond to price signals during stressful conditions in the grid in a price-sensitive fashion, and reduce the overall stress in the grid. It also enables consumers to shift discretionary energy loads from stressful, peak periods to off-peak periods. We present an end-to-end solution framework for addressing the various analytical challenges that are involved in developing an optimal deployment plan, from a business case development perspective. Our solution framework uses a judicious combination of system dynamics modeling, econometric modeling and mathematical programming based optimization modeling. A system dynamics model is used to estimate the d...

O ne of the most controversial findings in was that two widely advocated loyalty metrics, "Net Promoter" and "Number of Recommendations," have little or no value in predicting the financial outcomes of firms. We argue that neither measure... more

O ne of the most controversial findings in was that two widely advocated loyalty metrics, "Net Promoter" and "Number of Recommendations," have little or no value in predicting the financial outcomes of firms. We argue that neither measure was actually examined and that conclusions about the predictive value of these measures cannot be drawn from their analysis. A primary problem is that the measures used in Morgan and Rego (2006) do not adequately adjust for the presence of neutral word-of-mouth activity. Nevertheless, provide important information regarding other common customer metrics and firm financial outcomes. We are unaware of another longitudinal study that examines the predictive value of satisfaction and loyalty metrics in such a comprehensive way.

Web 2.0 is the adoption of open technologies and architectural frameworks to facilitate participative computing. Web 2.0 has the potential to deliver rich peer-to-peer interactions among users, enable collaborative value creation across... more

Web 2.0 is the adoption of open technologies and architectural frameworks to facilitate participative computing. Web 2.0 has the potential to deliver rich peer-to-peer interactions among users, enable collaborative value creation across business partners and create dynamic new services and business models. With the emergence of new information technology it is necessary for organizations to redefine and reassess the new technology and its business value. Extant research does not provide managers guidance on how they can utilize their web 2.0 presence to add value creating activities for the organization. In this research we develop a conceptual foundation for the value propositions enabled by web 2.0 technologies. We provide taxonomy of features, capabilities and organizational value added activities. We develop a model of Web 2.0 capabilities and the nature of value adding services they can provide.

Abstract: - The trigger of a viral online marketing campaign is the interpersonal influence of users who generate referrals, disseminate experiences and opinions. Studies measuring the outcome of word-of-mouth communications are... more

Abstract: - The trigger of a viral online marketing campaign is the interpersonal influence of users who
generate referrals, disseminate experiences and opinions. Studies measuring the outcome of word-of-mouth
communications are insufficient in determining how such communications affect purchasing decisions. In this
paper, we try to identify the role of electronic-word-of-mouth within the stages of a viral marketing recipient’s
decision process, by highlighting which factors would motivate such influence within an online community. The
purpose of the study is to replicate a model developed initially by Arnaud De Bruyn and Gary L. Lilien, but adapt
the methodology to an online social network, by giving the participants the identity of a target person and inviting
them to send a referral to someone within their social network, inviting them to participate in the study. We then
observe the effects of the social tie on a recipient’s behavior up to the point of decision and conclude with the most
representative findings and suggesting to online marketers that social networks of friends are more likely to
generate referrals than others, since personal affinity is a strong influence factor.
Key-Words: e-WOM, online communities, social networks, decision making process

Este livro é destinado a estudantes, pesquisadores, profissionais e demais interessados em comércio eletrônico (e-commerce), e faz um resgate histórico do surgimento das compras on-line, sua evolução no decorrer dos anos, além de explanar... more

Este livro é destinado a estudantes, pesquisadores, profissionais e demais interessados em comércio eletrônico (e-commerce), e faz um resgate histórico do surgimento das compras on-line, sua evolução no decorrer dos anos, além de explanar sobre as vantagens e as desvantagens de se utilizar as ferramentas e os recursos do ambiente virtual. Um dos principais objetivos do autor é apresentar como se relacionam alguns aspectos que, via de regra, estão presentes em tal ambiente, como a privacidade, a segurança, a qualidade das informações, a confiança, a propaganda boca a boca eletrônica e a intenção de recompra. Trata-se de uma leitura envolvente, ilustrada com diversas evidências empíricas nacionais e internacionais, complementada por uma ampla pesquisa realizada entre consumidores brasileiros que costumam realizar compras no formato on-line.

Though word-of-mouth (w-o-m) communications is a pervasive and intriguing phenomenon, little is known on its underlying process of personal communications. Moreover as marketers are getting more interested in harnessing the power of... more

Though word-of-mouth (w-o-m) communications is a pervasive and intriguing phenomenon, little is known on its underlying process of personal communications. Moreover as marketers are getting more interested in harnessing the power of w-o-m, for e-business and other net related activities, the effects of the different communications types on macro level marketing is becoming critical. In particular we are interested in the breakdown of the personal communication between closer and stronger communications that are within an individual's own personal group (strong ties) and weaker and less personal communications that an individual makes with a wide set of other acquaintances and colleagues (weak ties).

T he concept of viral marketing has been discussed in the literature for over 15 years, since Jeffrey Rayport first introduced the term in 1996. However, the more widespread use of social media has recently pushed this idea to a whole new... more

T he concept of viral marketing has been discussed in the literature for over 15 years, since Jeffrey Rayport first introduced the term in 1996. However, the more widespread use of social media has recently pushed this idea to a whole new level. We provide insight into the relationship between social media and viral marketing, and illustrate the six steps executives should take in order to dance the social media/viral marketing waltz. We define viral marketing as electronic word-of-mouth whereby some form of marketing message related to a company, brand, or product is transmitted in an exponentially growing wayâ€"often through the use of social media applications. We consider the three conditions that need to be fulfilled to create a viral marketing epidemic (i.e., giving the right message to the right messengers in the right environment) and present four different groups of social media viral marketing campaigns (nightmares, strokes-of-luck, homemade issues, and triumphs). We conclude Purchase Export Previous Previous article Next Next article Check if you have access through your login credentials or your institution.

Purpose -The hybrid convenience store, a convenient shopping as well as dining environment, is an innovative concept in both the convenience store sector and the food service industry in Taiwan. As Taiwan has taken the lead in the... more

Purpose -The hybrid convenience store, a convenient shopping as well as dining environment, is an innovative concept in both the convenience store sector and the food service industry in Taiwan. As Taiwan has taken the lead in the development of the convenience store sector, this phenomenon deserves further investigation so as to assist convenience store operators and restaurateurs in Taiwan in formulating strategies to cope with this trend. The purpose of this paper is to investigate the facilitators of the hybrid convenience store concept accepted by consumers within the framework of Rogers' diffusion of innovation (DOI) theory. Design/methodology/approach -The data in the form of self-completion survey are collected in MRT stations in Taipei. In total of 289 questionnaires are collected and used for data analysis. Findings -It is found that the higher the levels of ''compatibility'', ''observability'' and ''trialability'' are, the higher the likelihood that potential consumers will dine in hybrid convenience stores. It is also found that lower levels of ''complexity'' also increase the likelihood that potential consumers will dine in hybrid convenience stores. However, the findings do not support ''relative advantage'' as a facilitator. Practical implications -The research findings reveal that consumers in urban areas of Taiwan have gradually accepted the innovative concept of dining in hybrid convenience stores. According to the findings, a number of strategies might be applied in order to facilitate the adoption of the dining concept in hybrid convenience stores by potential consumers in Taiwan. For example, the dining process of fast food restaurants can be possible to emulate; having meals on a trial basis can be applied; TV commercials and word of mouth marketing strategies can also be employed. Originality/value -This paper extends/validates the DOI theory in the Taiwanese convenience store sector and as a consequence, this paper serves as a basic building block in the formulation of pertinent marketing strategies geared toward sustaining and/or increasing consumer patronage in hybrid convenience stores.

Travel research consistently shows the importance of word-of-mouth (WOM) information sources in the travel decision-making process. Friends and relatives have been identified as organic image-formation agents, and it has been emphasized... more

Travel research consistently shows the importance of word-of-mouth (WOM) information sources in the travel decision-making process. Friends and relatives have been identified as organic image-formation agents, and it has been emphasized that this WOM information is one of the most relied-upon sources of information for destination selection. While there has been recognition of the importance of WOM information sources on consumer behaviour in tourism, little has been performed to understand more specifically how and what behaviour is influenced. This study examined the differing influences of friends and relatives vs. other travellers on the travel choices and behaviours of 412 visitors to the North Queensland Region in Australia. More specifically, the present study compared the following four groups of respondents: those who indicated that they obtained travel information from friends/relatives and other travellers (n = 70); those who obtained information from friends/relatives only (n = 121); those who obtained information from other travellers only (n = 105); and those who obtained information from neither (i.e. no WOM) (n = 116). The results indicated that there were significant differences across the four groups with respect to demographic characteristics, other information sources used, accommodation and transportation used, and travel activities in the destination. However, the groups did not differ in their image of the destination.

Over 60 years ago Harold Lasswell published a simple and oft-quoted model of communication in the form of a rhetorical question. Communication, he wrote, is about 'Who says what in which channel to whom with what effect? (Lasswell, 1948,... more

Over 60 years ago Harold Lasswell published a simple and oft-quoted model of communication in the form of a rhetorical question. Communication, he wrote, is about 'Who says what in which channel to whom with what effect? (Lasswell, 1948, p37). The 'who' is the source or sender, the 'what' is the message, the 'channel' is the medium used to send the message, the 'to whom' is the receiver, and the 'effect' is the consequence. In this paper, we explore who says what to whom in the setting of a word-of-mouth marketing (WOMM) campaign. As the meaning and consequences of any social act such as word-of-mouth (WOM) can vary between contexts (Littlejohn, 1982), we extend the Lasswell model to consider context. We explore whether Rules Theory (Buttle, 1998) is useful to explain the contextualized meanings and actions associated with WOMM-campaign-related communications.

Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this... more

Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this information cannot be controlled by marketers; at least this is seldom the case. Positive and negative comments are found in eWOM and they have a powerful influence on credibility, trust and persuasiveness, where influencers play a main role. Brand reputation is shaped by the flow of information and disinformation on the Internet. Social networks are a real tool with which to create and place information. A comment may greatly benefit consumers, preventing uncertainty and boosting sales. eWOM disseminates both information and disinformation, and so internet users and marketers are faced with the problem of how to turn this to their own benefit.

Companies are increasingly relying on alternative promotional activities, such as word-of-mouth communication (WOM), to reach their target markets. From a consumer protection perspective this may be troubling, as consumers may not always... more

Companies are increasingly relying on alternative promotional activities, such as word-of-mouth communication (WOM), to reach their target markets. From a consumer protection perspective this may be troubling, as consumers may not always be aware of what is commercially motivated WOM and what is not. Based on a synthesis of the literature, this article develops the first practitioner-friendly model, which explains WOM’s effectiveness as an information source for consumers and why it is a powerful tool for nonprofit organizations and government agencies. Then nine recommendations are developed to help nonprofit organizations and government agencies use WOM more effectively as a proconsumer tool. This is the first article to conceptualize proconsumer WOM rather than naturally occurring WOM or commercial WOM and to specifically focus on WOM to protect and educate consumers. The study paves the way to an untapped research area; that of proconsumer WOM by nonprofit organizations and government agencies.

The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from... more

The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors employ a vector autoregression (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticities. Based on revenue from advertising impressions served to a new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM.

The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations sent... more

The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations sent out by existing members, outbound WOM may be precisely tracked. WOM, along with traditional marketing, can then be linked to the number of new members subsequently joining the site (signups). Due to the endogeneity among WOM, new signups, and traditional marketing activity, the authors employ a Vector Autoregression (VAR) modeling approach. Estimates from the VAR model show that word-ofmouth referrals have substantially longer carryover effects than traditional marketing actions.

The main objectives of this study are (1) to identify the factors that influence the demand for hotel rooms in Hong Kong and (2) to generate quarterly forecasts of that demand to assess the impact of the ongoing financial/economic crisis.... more

The main objectives of this study are (1) to identify the factors that influence the demand for hotel rooms in Hong Kong and (2) to generate quarterly forecasts of that demand to assess the impact of the ongoing financial/economic crisis. The demand for four types of hotel room from the residents of nine major origin countries is considered, and forecasts are generated from the first quarter of 2009 to the fourth quarter of 2015. Econometric approaches are employed to calculate the demand elasticities and their corresponding confidence intervals, which are then used to generate interval demand predictions. The empirical results reveal that the most important factors in determining the demand for hotel rooms in Hong Kong are the economic conditions (measured by income level) in the origin markets, the price of the hotel rooms and the 'word of mouth' effect. Demand for High Tariff A and Medium Tariff hotel rooms is estimated to have experienced negative annual growth in 2009 due to the influence of the financial/ economic crisis, whereas that for High Tariff B hotel rooms is thought to have grown in 2009 after having decreased in 2008. The demand for tourist guesthouse rooms is expected to be the least affected by the crisis. Overall demand is predicted to recover gradually from 2010 onwards. .hk (H. Song). 1 The four categories of hotel rooms are based on the HKTB's hotel classification system. A composite score for each hotel is calculated by weighting the scores of indicators obtained from each hotel against the relative importance of those indicators. Refer to the Appendix in the latest issue of the Hong Kong Hotel Industry Review (2009c) for further details.

With the rise of web 2.0 and subsequently electronic worth-of-mouth (eWOM), service encounter experiences and related issues are becoming increasingly visible to an unprecedented number of potential customers. Consequently, service... more

With the rise of web 2.0 and subsequently electronic worth-of-mouth (eWOM), service encounter experiences and related issues are becoming increasingly visible to an unprecedented number of potential customers. Consequently, service failure is also becoming more of a threat to companies in the era of ubiquitous social media usage and thus, choosing the appropriate service recovery strategies and managing responses online is very important. To tackle this issue, this study proposes a framework to test different service recovery strategies' effects using Twitter data. We plan to complete this study by collecting Twitter log data, classifying different service recovery strategies posted online and analysing the sentiment of tweets, sentiment of replies, number of favourites, and number of retweets. This study provides a new way to empirically test the roles of different service recovery strategies, and is useful for practitioners to formulate a better solution to service failures.

Many consumers consult online reviews before making (online) travel arrangements. Yet, little is known about the impact of these reviews on consumer decision making. This research applies consideration set theory to model the impact of... more

Many consumers consult online reviews before making (online) travel arrangements. Yet, little is known about the impact of these reviews on consumer decision making. This research applies consideration set theory to model the impact of online hotel reviews on consumer choice. An experimental study (N ¼ 168) that includes review valence (positive vs. negative reviews), hotel familiarity (well-known vs. lesserknown hotels), and reviewer expertise (expert vs. non-expert reviewers) as independent factors shows that on average, exposure to online reviews enhances hotel consideration in consumers. This is because positive as well as negative reviews increase consumer awareness of hotels, whereas positive reviews, in addition, improve attitudes toward hotels. These effects are stronger for lesser-known hotels. Reviewer expertise has only a minor -positive -influence on review impact.

Purpose -The aim of this article is to provide an understanding of how satisfaction, quality, and value affect repurchase and positive word-of-mouth in a business-to-business (B2B) setting. Most previous studies in this area apply to... more

Purpose -The aim of this article is to provide an understanding of how satisfaction, quality, and value affect repurchase and positive word-of-mouth in a business-to-business (B2B) setting. Most previous studies in this area apply to business-to-consumer (B2C) situations. Design/methodology/approach -A survey of 382 users of freight services was undertaken in the USA. An exploratory pilot study was undertaken to gain a better understanding of these users and to test the research instrument. Structural equation modeling was used to test the constructs. Findings -The results showing the best-fit model identified a number of relationships that were unexpected. These are discussed in detail. Practical implications -Managers have a model, survey instrument and methodology that service firms can use to establish what they are doing right or wrong to retain customers. Managers are also given guidelines on how to increase customer satisfaction in B2B services. Originality/value -This paper deals with these constructs in a B2B service environment.

En: This article proposes a review of the literature, consisting of a presentation of research from three disciplines at the source of the contemporary approach to viral marketing: the sociology of interpersonal relations; word-of-mouth... more

The effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations were investigated. A face-to-face WOM communication was more persuasive than a printed format (experiment 1). Although a strong... more

The effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations were investigated. A face-to-face WOM communication was more persuasive than a printed format (experiment 1). Although a strong WOM effect was found, this effect was reduced or eliminated when a prior impression of the target brand was available from memory or when extremely negative attribute information was presented (experiment 2). The results suggest that diverse, seemingly unrelated judgmental phenomena-such as the vividness effect, the perseverance effect, and the negativity effect-can be explained through the accessibilitydiagnosticity model. S everal studies have shown that word-of-mouth (WOM) communications often exert a strong influence on judgments of products. For example, consumers frequently rely on WOM when selecting an automotive diagnostic center (Engel, Blackwell, and Kegerreis 1969), when choosing a physician , or when considering the purchase ofa new product or service .

Purpose-The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM)... more

Purpose-The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX's role in the CPV-WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes. Design/methodology/approach-By conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling. Findings-The findings are that CX plays a crucial role in the CPV-WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX's mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CXbased customer segments, respectively. Practical implications-CPV (utilitarian, hedonic, social) not only affects consumers' behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers' online and/ or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes. Originality/value-By identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX's nomological network.

Customer lifetime value; Market maven; Word-of-mouth; Referral behaviour Summary Market mavens reportedly play important roles in the purchase decisions of other consumers, but this assumption has never been tested empirically. Prior... more

Customer lifetime value; Market maven; Word-of-mouth; Referral behaviour Summary Market mavens reportedly play important roles in the purchase decisions of other consumers, but this assumption has never been tested empirically. Prior research has profiled mavens and explored their motivations, without ever considering actual referral behaviour. This investigation applies equity theory to the question of referral behaviour; it also represents the first empirical research into the referral value and customer lifetime value of market mavens. A large-scale survey of 2700 customers enables the authors to identify mavens and non-mavens and determine how they differ in terms of their referral value. The results indicate that market mavens, compared with non-mavens, engage in stronger referral behaviour that leads to more new customers and revenue for the firm. Theoretically the findings offer a better understanding of referral behaviour; managerially, they can help firms amplify their new customer acquisition efforts by indicating which customer groups they should target with referral reward programs. ª

Although viral marketing has garnered a great deal of attention in the trade press, almost nothing is known about the motivations, attitudes, and behaviors ofthe people (those sending the email to others) that constitute the essential... more

Although viral marketing has garnered a great deal of attention in the trade press, almost nothing is known about the motivations, attitudes, and behaviors ofthe people (those sending the email to others) that constitute the essential component of any such strategy. This articie reports the results of three studies that examine consumer responses and motivations to pass along emaii. Impiications for target selection and message creation are discussed for advertising practitioners interested in implementing viral efforts, and suggestions for future research relating to computer-mediated consumer-to-consumer interactions are presented for academic researchers.

Empirical studies investigating the antecedents of positive word of mouth (WOM) typically focus on the direct effects of consumers’ satisfaction and dissatisfaction with previous purchasing experiences. The authors develop and test a more... more

Empirical studies investigating the antecedents of positive word of mouth (WOM) typically focus on the direct effects of consumers’ satisfaction and dissatisfaction with previous purchasing experiences. The authors develop and test a more comprehensive model of the antecedents of positive. WOM (both intentions and behaviors), including consumer identification and commitment. Specifically, they hypothesize and test commitment as a mediator and moderator of satisfaction on positive WOM and commitment as a mediator of identification on WOM. Using data obtained from customers of a retailer offering both products and services, they find support for all hypothesized relationships with WOM intentions and/or WOM behaviors as the dependent variable. The authors conclude with a discussion of their findings and implications for both marketing theory and practice.

Consumers are often confronted with products high in credence qualitiescharacteristics that buyers find difficult to evaluate even after consumption. The broad goal of th is study was to investigate how consumers use information... more

Consumers are often confronted with products high in credence qualitiescharacteristics that buyers find difficult to evaluate even after consumption. The broad goal of th is study was to investigate how consumers use information pertaining to credence goods.

and was under review for 5 months Keywords: Word of mouth Impact Brand commitment Familiarity NPS Using two methods, three measures, and data covering a large number of categories, we present findings on the respondent-assessed impact of... more

and was under review for 5 months Keywords: Word of mouth Impact Brand commitment Familiarity NPS Using two methods, three measures, and data covering a large number of categories, we present findings on the respondent-assessed impact of positive and negative word of mouth (PWOM, NWOM) on brand purchase probability. For familiar brands, we find that:

Objective. We examined relationships between the presence of television during meals and children's food consumption patterns to test whether children's overall food consumption patterns, including foods not normally advertised, vary... more

Objective. We examined relationships between the presence of television during meals and children's food consumption patterns to test whether children's overall food consumption patterns, including foods not normally advertised, vary systematically with the extent to which television is part of normal mealtime routines.

This study assessed convention attendee motivations, performance evaluation, satisfaction, and behavioral intentions in a regional conference setting. Data was collected from conference attendees in the southeast United States. The... more

This study assessed convention attendee motivations, performance evaluation, satisfaction, and behavioral intentions in a regional conference setting. Data was collected from conference attendees in the southeast United States. The findings revealed a five-dimension conference motivation: (1) activities and opportunities, (2) networking, (3) convenience of conference, (4) education benefits and products and deals. Furthermore, the relationships between attendee's evaluation of conference performance, satisfaction judgment, and behavioral intention were examined. The relationships between educational activities, overall satisfaction, word-of-mouth, and intent to return were found to be significant. Recommendations to the meeting planners for conferences are provided based on the results. r

... that repatronage intentions and word-of-mouth intentions are indeed different loyalty constructs, we argue that it may be unwise to simply assume that they have identical associations with other variables which represent antecedents... more

... that repatronage intentions and word-of-mouth intentions are indeed different loyalty constructs, we argue that it may be unwise to simply assume that they have identical associations with other variables which represent antecedents to and consequences of loyalty, and we ...

Word-of-mouth (WOM) marketing-firms' intentional influencing of consumer-to-consumer communications-is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social... more

Word-of-mouth (WOM) marketing-firms' intentional influencing of consumer-to-consumer communications-is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a situation of networked coproduction of narratives. It then presents a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eightythree blogs were followed for six months. The findings indicate that this network of communications offers four social media communication strategies-evaluation, embracing, endorsement, and explanation. Each is influenced by character narrative, communications forum, communal norms, and the nature of the marketing promotion. This new narrative model shows that communal WOM does not simply increase or amplify marketing messages; rather, marketing messages and meanings are systematically altered in the process of embedding them. The theory has definite, pragmatic implications for how marketers should plan, target, and leverage WOM and how scholars should understand WOM in a networked world.

Non-profit organizations have invested in the development of content for their Facebook pages, believing be an efficient and effective means to publicize its mission and raising resources, whether monetary or human. The purpose of this... more

Non-profit organizations have invested in the development of content for their Facebook pages, believing be an efficient and effective means to publicize its mission and raising resources, whether monetary or human. The purpose of this study is to assess the satisfaction of the participants with the Facebook page, and how that satisfaction influences the dissemination of the organization through the word-of-mouth and the donations practices. In this context, a questionnaire was administered to 204 participants that were aware of the Portuguese non-profit organization " Leigos para o Desenvolvimento " (People for Development). The results show that the participants are satisfied with Facebook page of the organization, and that there is influence of satisfaction on the word-of-mouth and on the frequency and amount of donations. However, satisfaction with the Facebook, itself, does not appear crucial to the realization of donations, either in the present or in future as intended. The study focuses only on one organization and includes a sample that may not represent all the population extracts and so inhibit the generalization of the findings to other populations. The paper includes implications for the development of an effective use of the Facebook as a digital marketing tool that can contribute to the sustainability of non-profit organizations. The study confirms the importance of the Facebook as a digital marketing tool that can contribute to the sustainability of non-profit organizations.

This paper investigates the antecedents and consequences of customer loyalty in an online business-to-consumer (B2C) context. We identify eight factors (the 8Cs—customization, contact interactivity, care, community, convenience,... more

This paper investigates the antecedents and consequences of customer loyalty in an online business-to-consumer (B2C) context. We identify eight factors (the 8Cs—customization, contact interactivity, care, community, convenience, cultivation, choice, and character) that potentially impact e-loyalty and develop scales to measure these factors. Data collected from 1,211 online customers demonstrate that all these factors, except convenience, impact e-loyalty. The data also reveal that e-loyalty has an impact on two customer-related outcomes: word-of- mouth promotion and willingness to pay more.

Using theories of sensegiving and sensemaking, I explore how people engage in word-of-mouth about stocks, which are conceptualized as epistemic objects. I draw on netnographic and interview data related to an online investment community,... more

Using theories of sensegiving and sensemaking, I explore how people engage in word-of-mouth about stocks, which are conceptualized as epistemic objects. I draw on netnographic and interview data related to an online investment community, and find that people employ five broad types of word-of-mouth strategies – framing, cuing, connecting, action facilitating, and
unsettling – in giving sense about epistemic objects. I also identify the ways in which audiences respond to this form of word-of-mouth, as a part of a collective sensemaking process, and find that their responses pertain to the speaker, the account, as well as their own behavior. Finally, I develop propositions that describe the relationships between sensegiving word-of-mouth strategies and the responses they elicit. This research makes a number of conceptual contributions. It develops the concept of discursive response, an important component of networked word-of-mouth and a manifestation of engagement, and identifies the word-of-mouth strategies associated with higher volumes and types of discursive response. It generates knowledge about word-of-mouth processes. It also provides learning about collective sensemaking and sensegiving. Along with these contributions, this research offers important insights for managers and public policy makers, such as how to elicit online engagement and assist in the collective sensemaking process.

The proliferation of new technologies that make video easy to record and speedily accessible on the internet make guest generated content monitoring and responding challenging. The paper defines word of video as the next generation of... more

The proliferation of new technologies that make video easy to record and speedily accessible on the internet make guest generated content monitoring and responding challenging. The paper defines word of video as the next generation of word of mouse and distinguishes it from viral videos. Hospitality’s intangible services become quantifiable and tangible to guest’s perceptions. Monitoring audio or video content is harder than that of word of mouse (WoM). For hospitality the impact of WoV is of paramount importance. As a great guest storytelling medium, guests are increasingly focusing their attention on WoV and managers should soon follow suit.

Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM). Yet, many people may find it difficult to judge message and source credibility. The current study... more

Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM). Yet, many people may find it difficult to judge message and source credibility. The current study suggested that receivers' judgment of e-WOM messages stems from three key channel properties: social capital, information richness, and interactivity. The authors formulated a conceptual framework and then conducted a survey across five digital channels. Findings indicated that channel managers should design information-enriching tools if they wish to enhance channel credibility. Moreover, the study found that marketers need to distribute e-WOM via diverse and socially unrelated e-WOM sources rather than closely related sources.

Log-linear procedures have been recommended for analyzing data that are in the form of counts or frequencies (Iacobucci and McGill 1990). In its current form, the recommended procedure does not deal with multiple response data (i.e., more... more

Log-linear procedures have been recommended for analyzing data that are in the form of counts or frequencies (Iacobucci and McGill 1990). In its current form, the recommended procedure does not deal with multiple response data (i.e., more than one thought per response category). The paper proposes analytical modifications that researchers need to consider when fitting models with this type of data. The problems and recommended modifications are illustrated with two distinct data sets. The first involves consumers' attribution responses to negative word-of-mouth communication about a brand whereas the second pertains to consumers' cognitive responses toward an advertisement. Results in each case indicate that researchers may generate erroneous conclusions about the significance of estimated parameters if the recommendations are ignored.

The popularity of online rate-and-review websites has increased the importance of word-of-mouth (WOM) volume (number of ratings) yet the retail literature has not paid adequate attention to understanding its impact. This paper highlights... more

The popularity of online rate-and-review websites has increased the importance of word-of-mouth (WOM) volume (number of ratings) yet the retail literature has not paid adequate attention to understanding its impact. This paper highlights WOM volume as a high-scope, decision-making cue upon which the influence of other WOM-relevant characteristics on a WOM message's persuability depends. We begin, via a pretest, by demonstrating the intuitive expectation that high volume, relative to low volume, accentuates or assimilates perceptions of positivity or negativity of WOM targets. Then, through two experimental studies, we show that depending upon how high volume interacts with WOM consensus and consumer decision precommitment, it can contrast preference away from the valence of a target also. In our third and final experimental study, we demonstrate that consumers differ in their susceptibility to the influence of high volume. Those with a higher desire to be different from others, compared to those with a higher desire to be similar, are resistant to high volume's assimilative sway and do not show the valence-accentuating effects demonstrated in the pretest. Retail managers and researchers should find these insights about the different roles of WOM volume beneficial.

A product recall in the fall of 2013 sends Chobani, Inc. scrambling to fix the manufacturing problem and address a flood of consumer concerns. While the company successfully identifies the problem, realls the product, and fields... more

A product recall in the fall of 2013 sends Chobani, Inc. scrambling to fix the manufacturing problem and address a flood of consumer concerns. While the company successfully identifies the problem, realls the product, and fields customers' concerns within weeks, the adverse incident calls Chobani's foundational strategy into question. The company must decide whether product quality and word-of-mouth marketing are enough to spur continued growth, combat increased competition and manage future threats associated with product quality.

Emerald Article: The impact of information security breach on hotel guest perception of service quality, satisfaction, revisit intentions and word-of-mouth Katerina Berezina, Cihan Cobanoglu, Brian L. Miller, Francis A. Kwansa Article... more

Emerald Article: The impact of information security breach on hotel guest perception of service quality, satisfaction, revisit intentions and word-of-mouth Katerina Berezina, Cihan Cobanoglu, Brian L. Miller, Francis A. Kwansa Article information: To cite this document: Katerina Berezina, Cihan Cobanoglu, Brian L. Miller, Francis A. Kwansa, (2012),"The impact of information security breach on hotel guest perception of service quality, satisfaction, revisit intentions and word-

One of the key consequences of customer satisfaction is word of mouth communication (WOM). WOM is a concept that has attracted much research attention. To confirm what we already know about this important construct, this article reviews... more

One of the key consequences of customer satisfaction is word of mouth communication (WOM). WOM is a concept that has attracted much research attention. To confirm what we already know about this important construct, this article reviews and synthesizes 60 years of WOM literature to develop a parsimonious model of WOM's most important antecedents, and consequences, and outlines some approaches to its management. The authors identify three key antecedents of WOM and a large number of affective, cognitive, and behavioral consequences are also identified, illustrating WOM's far-reaching effects. Three generic approaches to utilizing WOM are identified and illustrated. Lastly, 14 research questions pertaining to WOM's antecedents, consequences, and its management are outlined to guide future research with the aim of developing a better understanding of this important construct.

Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opinions. Consequently, ‘word-of-mouse’ has become a significant market force that influences consumer decision-making. On the basis of... more

Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opinions. Consequently, ‘word-of-mouse’ has become a significant market force that influences consumer decision-making. On the basis of extensive quantitative and qualitative research, the authors sketch how consumers make use of virtual communities as social and information networks, and how this affects their decision-making processes. We present three studies that address (i) determinants and effects of virtual community influence on the consumer decision process; (ii) virtual community participation patterns; and (iii) discussion practices of the most active community members. Key implications for managers, marketers, and market researchers are discussed.

Consumers often base their choices to purchase experience goods like movies on online reviews. These reviews can be written by professional critics or by other consumers. However, little is known on the issue how the texts written by... more

Consumers often base their choices to purchase experience goods like movies on online reviews. These reviews can be written by professional critics or by other consumers. However, little is known on the issue how the texts written by these two groups of reviewers differ. To answer this question, we conducted a genre analysis of online film reviews by analyzing and comparing the moves and strategies in online film reviews written by professional and consumer critics. Both quantitative and qualitative analyses show that these two groups of texts differ: Consumer critics mainly evaluate the movies and mostly write from a personal perspective. In contrast, reviews written by professional critics describe the movie instead of evaluating it. These results show that online reviews written by professional and consumer critics differ in terms of content which may have important implications for discourse on the Internet.

ABSTRACT When new products and brands are introduced into other cultures, the speed and extent of the product’s acceptance are important,concerns for marketers. The spread of positive word,of mouth (WOM) and the lack of negative WOM about... more

ABSTRACT When new products and brands are introduced into other cultures, the speed and extent of the product’s acceptance are important,concerns for marketers. The spread of positive word,of mouth (WOM) and the lack of negative WOM about the product,or brand by early adopter groups are critical to the product’s successful diffusion in a population. This is the first study to investigate the effects of consumers’ cultural values on their WOM behavior. Data analysis from two samples indicates that the pattern, type, and target receivers of consumers’ WOM activity depend on their cultural values. The authors use Hofstede’s four cultural dimensions,to test the effects of cultural values on WOM behavior,to social in- and out-groups. They find that all four dimensions,have significant effects on WOM engagement,to those groups. Although the authors could not determine,the causal nature of the relationships because of the sample design