Cross-cultural electronic word-of-mouth: a systematic literature review

Kusawat, Poompak; Teerakapibal, Surat

doi:10.1108/sjme-06-2021-0116

Cited by 9 publications

(7 citation statements)

References 51 publications

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“…Akdim (2021) argued that sentimental analysis could help the firm improve the quality of products/services, identify customer needs, and implement new marketing strategies. The effectiveness of this analysis also holds across various cultures and countries ( Kusawat and Teerakapibal, 2022 ). In OBCs, the emotions beneath online conversations decide the consumers’ reactions to active firms’ actions ( Homburg et al, 2015 ).…”

Section: Literature Reviewmentioning

confidence: 95%

The analysis of dynamic emotional contagion in online brand community

Liu

Zhang²,

Li³

2022

Front. Psychol.

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Online brand communities (OBCs) could benefit firms in many usages, ranging from collecting consumers’ suggestions or advice to interacting with community members directly and transparently. Creating a positive emotional atmosphere is essential for such communities’ healthy development as its boosts the continuous involvement of each member. However, the dynamic cross-influences and evolution of emotions in OBCs have not been fully explored, which was the research gap this paper tried to fill. Based on emotional contagion theory, this study identifies three sources of textual sentiment through machine learning methods in OBCs: member’s posts, other members’ feedback, and the focal firm’s official feedback. This study further tested the dynamic emotional contagion process among these sources on valence (mean) and volatility (dispersion), namely how they affected each other. Data was collected from the MIUI forum, a large forum launched by Xiaomi corporate on August 1, 2011, which contained 17,622 posts and 99,426 feedback. Results showed that: (1) in the emotional contagion process, there existed differences in the influence of emotional valence and volatility from different sources; (2) all emotional interactions were temporary and mostly lasted no more than three days; (3) the most significant contributor of each sources’ emotion was itself, which could be explained by lagged effect; (4) the valence of focal firm’s emotion (focal firm’s official feedback) was the second contributor of the valence of member’s emotion (member’s posts) and other members’ emotion (other members’ feedback). Three sources of emotion in OBCs and emotional valence/volatility should be considered when firms try to guide the emotional changes in such communities. Furthermore, firms could proactively influence members’ emotions by carefully designing the feedback to members’ posts. Besides, since all interactions are temporary, firms need to engage in online communities frequently, like consistently offering feedback.

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Section: Literature Reviewmentioning

confidence: 95%

The analysis of dynamic emotional contagion in online brand community

Liu

Zhang²,

Li³

2022

Front. Psychol.

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“…Following the study of Morano et al [11], PFQ and PFV may have disadvantages among vendors when they are perceived as being of a low quality or value among consumers. With this, consumers would look for credible vendors when consuming street foods to reduce the risk of consuming lowquality foods [69]. Therefore, PFQ is one of the key factors that may affect consumers' behavioral domains in terms of the intention to consume street foods.…”

Section: H2mentioning

confidence: 99%

The Perception of Food Quality and Food Value among the Purchasing Intentions of Street Foods in the Capital of the Philippines

Tacardon,

Ong,

Gumasing

2023

Sustainability

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Transformations in modern lifestyles have caused changes in people’s food consumption, elevating the status of street foods to one of the favored choices. However, very few studies have been dedicated to investigating why street foods have become a popular choice among consumers. This study aimed to apply a modified version of the original theory of planned behavior (TPB), which includes domains affecting the intention to purchase while adding perceived food quality and value together with convenience. A total of 1361 respondents answered a survey based on the extended TPB constructs. Focusing on college graduates in the country, Structural Equation Modeling was utilized for the statistical analysis. Convenience proved to have the highest indirect effect on the intention to purchase street foods, explaining street foods’ ubiquitous and patronized image—which affected the TPB domains. This was followed by perceived food quality, which also had a significant direct effect on the behavioral domains and a higher indirect effect on street food purchase intention than perceived food value. Further discussion on the effect between behavioral domains was presented. This study also provided recommendations that street food vendors, the government, related private businesses, and consumers themselves can use to improve a sustainable community and businesses. In conclusion, this study contributes to the limited literature and promotion of purchasing and consuming street foods.

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“…Dapat dikatakan sebagai sebuah eWOM sosial ketika konsumen memberikan atau mengekplorasi rekomendasi informal terkait suatu produk melalui aplikasi khas pada media sosial [9]. Dengan meningkatnya penggunaan berbagai jenis media sosial seperti Facebook dan Twitter kini, telah merubah cara Word of Mouth secara online serta dikonsumsi di era digital saat ini [10].…”

Section: Pendahuluanunclassified

Pengaruh Electronic Word of Mouth terhadap Sikap Merek dan Niat Beli Merek Pada Produk Uniqlo di Surakarta

Nurmahendra,

Setyawan

2023

INFEB

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The aim of this research is to expand the eWOM literature that still exists on various social networks. This research takes TikTok as an online networking tool which aims to test the influence of social eWOM on brand attitudes and purchase intentions. Positive social electronic word of mouth (eWOM) on brand attitudes and brand purchase intentions, the type of research used is quantitative research. The cross-sectional method was used to test the research model involving consumers of Uniqlo products in urban areas. The results of this research are that Social E-WOM has a significant positive influence on Brand Attitude so that the first hypothesis is accepted. This is because the t-statistic value is 5.669>1.96 and the p-value is 0.000<0.05. Social E-WOM is word of mouth marketing between consumers via social media. Social E-WOM has a positive and significant influence on Purchase Intention so that the second hypothesis is accepted. This is because the t-statistic value is 3.464>1.96 and the p-value is 0.001<0.05. This is because the t-statistic value is 7.003>1.96 and the p-value is 0.000<0.05. Purchase intention is a consumer's desire to buy a product or service. Meanwhile, consumer attitudes towards brands are how consumers view the product. If consumers view the brand as good, then consumers will have the intention to buy the product. So consumers' purchasing intentions will also arise from responding to the product.

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Cross-cultural electronic word-of-mouth: a systematic literature review

Cited by 9 publications

References 51 publications

The analysis of dynamic emotional contagion in online brand community

The analysis of dynamic emotional contagion in online brand community

The Perception of Food Quality and Food Value among the Purchasing Intentions of Street Foods in the Capital of the Philippines

Pengaruh Electronic Word of Mouth terhadap Sikap Merek dan Niat Beli Merek Pada Produk Uniqlo di Surakarta

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