e-WOM: the effects of online consumer reviews on purchasing decisions

Yaylı, Ali; Bayram, Murat

doi:10.1504/ijima.2012.044958

Cited by 66 publications

(57 citation statements)

References 27 publications

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“…However, it has gained a new aspect by the more widespread and frequent usage of the internet (Elwalda and Lu, 2014;Kim and Choi, 2012;King et al, 2014;Yaylı and Bayram, 2012). Consumers have started to share their opinions and experiences about companies on the internet, known as eWOM (Hennig-Thurau et al, 2004).…”

Section: Ewom and Mgcmentioning

confidence: 99%

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Alboqami

Al‐Karaghouli

Baeshen

et al. 2015

IJIMA

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Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Keywords: electronic word of mouth; eWOM; social media; content analysis; marketer-generated content; MGC; Twitter; characteristics of tweets.Reference to this paper should be made as follows: Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, I., Evans, C. and Ghoneim, A. (2015) 'Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter ', Int. J. Internet Marketing and Advertising, Vol. 9, No. 4, Biographical notes: Hassan Alboqami is a PhD student in the Business School at Brunel University in London since 2013. He obtains his Master degree at Hertfordshire University in the UK 2011. In his PhD, the research interests are electronic word of mouth (eWOM), social media and customer relationship management. Chris Evans is a Senior Lecturer in the Brunel Business School at Brunel University. His research interests include interactivity, Web 2.0 and social media, multimedia learning technology, and the adoption of innovative learning technologies. He is chair of the annual eLearning 2.0 international conference on social media for learning. Electronic word of mouth in social mediaAhmad Ghoneim is a Lecturer of eBusiness and Information Systems at Brunel Business School. He is a member of the (ISEing) group -a research centre of excellence that supports a number of (EPSRC) funded networks and projects. Ahmad is the Programme Chair for the annual EMCIS conference and is on the editorial board of the TGPPP journal. He also co-edited special issues for IJCEC and EJIS journals.All authors contributed equally and have been listed alphabetically.

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Section: Ewom and Mgcmentioning

confidence: 99%

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Alboqami

Al‐Karaghouli

Baeshen

et al. 2015

IJIMA

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“…Examples are given by Goh et al (2013) and Xiang and Gretzel (2010). Online consumer reviews have been shown to have a causal impact on product choice and purchase behaviour by consumers (Yayli and Bayram, 2012).…”

Section: Impact Of Social Media On Consumer Decisionsmentioning

confidence: 99%

Impact of social media on consumer behaviour

Voramontri

Klieb

2019

IJIDS

156

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The goal of this paper is to research empirically the role of social media in consumers' decision-making process for complex purchases -those characterised by significant brand differences, high consumer involvement and risk, and which are expensive and infrequent. The model uses the information search, alternative evaluation, and purchase decision stages from the classical EBM model. A quantitative survey investigates up to what degree experiences are altered by the use of social media. Results show that social media usage influences consumer satisfaction in the stages of information search and alternative evaluation, with satisfaction getting amplified as the consumer moves along the process towards the final purchase decision and post-purchase evaluation. The research was done among internet-savvy consumers in South-East Asia, and only considered purchases that were actually made by consumers, not including searches that were abandoned.

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“…When consumers need to make an informed choice, they perceive the opinions or usage of products by others as credible proof of a product's quality or characteristics. As such, they are influenced in their purchase decision through the opinions of others (Lord et al 2001, Yayli andBayram 2012).…”

Section: Literature Reviewmentioning

confidence: 99%

The Role of Social Influence in Purchasing Sports Apparel

Chew¹,

Leng²

2016

AJSPO

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The marketing of sports apparel is competitive with large amounts of advertising dollars spent in influencing consumer choice. The aim of this study is to establish whether a consumer is susceptible to social influence in the purchase of sports apparel. In particular, the study aims to establish if there is any difference between consumers of different genders and levels of sports involvement. A convenience sample of 116 respondents found that consumers are susceptible to informational and utilitarian influence but not value-expressive influence. The findings further suggest that consumers of the male gender and who are highly involved in sports are more likely to be influenced by informational influence as compared to consumers who are female and who are less involved in sports.

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e-WOM: the effects of online consumer reviews on purchasing decisions

Cited by 66 publications

References 27 publications

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Impact of social media on consumer behaviour

The Role of Social Influence in Purchasing Sports Apparel

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