How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

López, Manuela; Piñero, María Sicilia; Verlegh, Peeter W.J.

doi:10.1108/jrim-03-2020-0059

Cited by 43 publications

(19 citation statements)

References 52 publications

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“…Others have delved deeper into ways of improving the quality of eWOM and have examined the impact of incentives, product experience, emotions and interpersonal relationships on review likelihood, helpfulness and effectiveness. For instance, López et al (2021) found that opinion leaders were more likely to provide reviews if they were offered free products compared to monetary incentives. Jia et al (2021) showed that the effectiveness of length of a review depended on product type (think vs feel).…”

Section: Introductionmentioning

confidence: 99%

Enhancing consumer online reviews: the role of moral identity

Adjei

Zhang²,

Bagherzadeh

et al. 2022

JRIM

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PurposeThis research aims to provide a theory-based means for firms to improve customers' likelihood to provide reviews and elicit reviews that are more accurate accounts of customers' consumption experience. The authors also examined the moderating impact of type of review (whether the reviews are anonymous or identified) on the effect of moral identity on the likelihood to provide reviews and accuracy of the reviews.Design/methodology/approachData were collected via two experiments (n = 524) in lab sessions. The authors used convenient samples comprised of college students and administrative staff. Study 1 was used to examine the impact of participants' naturally existing moral identity on the likelihood to provide reviews and the accuracy of the reviews provided. Study 2 was used to investigate whether moral identity can be artificially activated or not. Study 2 was also used to test the moderating impact of the type of review on the effect of moral identity (activated vs not activated/control) on likelihood to provide reviews and the accuracy of the reviews provided.FindingsThe authors found that moral identity positively impacts the likelihood that customers will agree to provide reviews and the accuracy of the reviews. Also, the type of review moderates the effect of moral identity for those whose moral identity was not activated (i.e. uninfluenced). However, the type of review did not moderate the effect of moral identity when participants' moral identity was activated or primed.Originality/valueStrategies currently used to elicit online reviews yield low conversion rates or elicit reviews that potential customers do not trust. This paper provides an empirically tested, theory-driven means for managers of digital platforms to improve customer engagement behaviors such as “liking”, tweeting, sharing and product reviews.

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Section: Introductionmentioning

confidence: 99%

Enhancing consumer online reviews: the role of moral identity

Adjei

Zhang²,

Bagherzadeh

et al. 2022

JRIM

View full text Add to dashboard Cite

show abstract

“…Additionally, monetary rewards can shift consumer motivation from intrinsic to extrinsic factors, such as discounts, as demonstrated by Vilnai-Yavetz and Levina (2018). Social pressure also plays a role, with financial rewards potentially reducing the intention to post reviews due to anticipated negative reactions from followers (Lopez et al , 2021).…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Money matters? Effect of reward types on customers' review behaviors

Zhang

Chen

et al. 2023

JRIM

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PurposeOnline retailers are pioneering the incentivization of customers to generate more product reviews by rewarding them. However, little is known about the impact of reward types on customers' review behavior, including review frequency and sentiment. To address this gap, we investigated the effects of different reward types on customers' review behavior and how these rewards influence customers' review behavior.Design/methodology/approachWe collected secondary data and empirically tested the hypothesis by analyzing the change in reward policy. Regression and two-stage Heckman models were applied to investigate the effects, with the latter used to control potential selection issues.FindingsThe results revealed that monetary rewards can stimulate customers to generate more positive product reviews. Furthermore, the reward amount has a negative moderating effect on the aforementioned relationship. Additionally, customer tenure negatively moderates the relationship between monetary rewards and review behavior.Originality/valueThis study contributes to the understanding of user-generated content motivation and provides managerial implications for reward programs.

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“…Companies contact influencers to publish brand content that may match the influencers' lifestyles. Sometimes, the product is new and influencers are the first to test it and post their opinions on social network sites (López et al, 2021). On the other hand, influencers can contact companies if they are interested in a certain product and form collaborations in exchange for posting content on their profiles.…”

Section: Advertising Through Influencersmentioning

confidence: 99%

Influencers’ Promoted Posts and Stories On Instagram: Do They Matter?

López-Barceló

López

2022

JIDM

Self Cite

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Since the advent of the Internet, word of mouth (WOM) has been integrated into the online channel, with users writing their opinions and reading reviews from other members. Currently, WOM has been growing and developing on social network sites, including Instagram. The figure of influencer has emerged as especially prominent on this particular social media platform. Brands have become aware of the importance of influencers and contact them to publish brand content to their profiles. This has become a new marketing strategy in which companies can reach greater numbers of consumers and exert a significant influence on them. Against this background, the current research analyzes how brand posts and stories by influencers on Instagram affect consumers, depending on the format used (post vs. story) and whether the content is promoted. A 2x2 experimental study is conducted with 573 participants. Results show that the content published by influencers affects consumers’ purchase intention differently depending on the format, wherein stories are more persuasive than posts. However, we find that indicating that the publication is promoted has no impact on consumers.

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How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

Cited by 43 publications

References 52 publications

Enhancing consumer online reviews: the role of moral identity

Enhancing consumer online reviews: the role of moral identity

Money matters? Effect of reward types on customers' review behaviors

Influencers’ Promoted Posts and Stories On Instagram: Do They Matter?

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