Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

Rathore, Sumangla; Panwar, Avinash

doi:10.4018/978-1-4666-9449-1

Cited by 4 publications

(2 citation statements)

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“…EWOM can help create a positive or negative impression of a brand, thus influencing consumer decisions and brand loyalty (Krishnamurthy & Kumar, 2018). Electronic word-of-mouth channels can be opinion platforms, forms, discussion groups, email, forums, blogs, Facebook, Instagram, Twitter, and other social networks (Rathore & Panwar, 2015). Positive E-WOM can produce a good brand image and increase trust and credibility, while negative E-WOM can damage brand reputation (Jalilvand & Samiei, 2012).…”

Section: Literature Reviewmentioning

confidence: 99%

The Relationship of E-WOM, Brand Ambassador to Buying Interest, and Brand Image as Mediation Variables

Diana,

Juliati,

Handayanto

2024

BIMANTARA

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The cosmetics industry in Indonesia continues to develop well, especially with the increasing demand for beauty products. This research was conducted to analyze and prove whether E-WOM and Brand Ambassadors influence Buying Interest with Brand Image as a mediating variable for Wardah cosmetic products at the University of Muhammadiyah Malang. This type of research uses a quantitative approach and uses primary data. Data was collected using a questionnaire of 160 respondents. The gathered data is subsequently analyzed using the Structural Equation Model - Partial Least Square (SEM-PLS) technique. The study's results prove that E-WOM, Brand Ambassador, and Brand Image significantly affect Buying Interest. In contrast, E-WOM and brand ambassadors positively and significantly affect brand image, which acts as a mediator. The Company must leverage these factors to improve its brand image and drive consumer purchasing decisions.

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Section: Literature Reviewmentioning

confidence: 99%

The Relationship of E-WOM, Brand Ambassador to Buying Interest, and Brand Image as Mediation Variables

Diana,

Juliati,

Handayanto

2024

BIMANTARA

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“…An analysis of eWoM studies shows three current key research areas: the motivation to deliver and receive eWoM, the power of persuasion of eWoM, and the general effect of eWoM. Regarding the active delivery of eWoM, these studies reveal that altruism is a key motive for participation, closely followed by the communicator's desire to present him or herself and relieve emotive tensions (Berger, 2014;Hennig-Thurau & Hansen, 2001;Rathore, 2015). For the most part, eWoM is welcomed because of the opportunity it provides to clarify ambiguities concerning products quickly and ef iciently on online feedback platforms (Godes & Mayzlin, 2004;Murray, 1991).…”

Section: Ewommentioning

confidence: 99%

Analyzing the credibility of eword-of-mouth using customer reviews on social media

2018

J. adv. humanit. soc. sci.

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Enterprise Information Systems and Digital Marketing

Kasemsap

2018

E-Manufacturing and E-Service Strategies in Contemporary Organizations

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With the support of modern technologies, enterprise information systems (EISs) and digital marketing are the significant approaches in modern business and can lead to the establishment of a consolidated business system toward improving the business performance. EISs and digital marketing are related to enterprise resource planning (ERP), electronic commerce (e-commerce), cloud computing, and social media platforms. EISs and digital marketing help modern businesses gain the rapid access to the mass market at an affordable price, increase business profit, and attract new customers in a timely and effective manner. EISs and digital marketing allow managers and executives to establish their profitable strategies and to find various business opportunities in the competitive business environments.

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Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

Cited by 4 publications

References 0 publications

The Relationship of E-WOM, Brand Ambassador to Buying Interest, and Brand Image as Mediation Variables

The Relationship of E-WOM, Brand Ambassador to Buying Interest, and Brand Image as Mediation Variables

Analyzing the credibility of eword-of-mouth using customer reviews on social media

Enterprise Information Systems and Digital Marketing

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