Information direction, website reputation and eWOM effect: A moderating role of product type

Park, Cheol; Lee, Thae Min

doi:10.1016/j.jbusres.2007.11.017

Cited by 750 publications

(601 citation statements)

References 25 publications

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“…Furthermore, users tend to perceive a comment about a restaurant they know from a close friend as more diagnostic than a comment from a distant acquaintance, independent of the valence of the post. These findings are consistent with those of other studies in the context of electronic word-of-mouth, which found that strong tie information sources were perceived to be more useful (Park and Lee 2009;Wang and Chang 2013;Willemsen et al 2011).…”

Section: General Discussion Summary and Implications Of The Findingssupporting

confidence: 92%

“…However, negatively valenced information has been found to be more diagnostic and influential than positively valenced information in the context of product judgments (Chevalier and Mayzlin 2006;Hamilton et al 2014;Herr et al 1991;Park and Lee 2009). These findings suggest a negativity bias in processing information, whereby negative information has a stronger impact on judgment and decision making than objectively equivalent positive information (Sen and Lerman 2007;Skowronski and Carlston 1989).…”

Section: H2mentioning

confidence: 99%

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Consequences of customer engagement behavior: when negative Facebook posts have positive effects

Bitter¹,

Grabner‐Kräuter²

2016

Electron Markets

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Sharing product information has become an integral part of today's online social networking world. This research study addresses the effects of customer engagement behavior in online social networks on other consumers in order to understand how online social connections impact decision making. We investigate how different variations of a brand-related Facebook post trigger different response reactions. In particular, we analyze under which conditions negative posts can have positive consequences. The results of two online experiments set in a restaurant context suggest a difference when the user knows the restaurant brand. For users who are familiar with the restaurant brand, a positive effect of negative information posted by distant acquaintances is found with regard to the visiting intention of the user. The results of both experiments demonstrate that information posted by a close friend is perceived to be more diagnostic. For users not familiar with the restaurant brand, negative posts from strong ties induce the highest diagnosticity levels.

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Section: General Discussion Summary and Implications Of The Findingssupporting

confidence: 92%

Section: H2mentioning

confidence: 99%

Consequences of customer engagement behavior: when negative Facebook posts have positive effects

Bitter¹,

Grabner‐Kräuter²

2016

Electron Markets

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show abstract

“…Geralmente, o eWOM negativo expressa problemas na compra de um produto ou na prestação de um serviço (Verhagen et al, 2013) e pode afetar as empresas e as variáveis de resposta do consumidor (Park & Lee, 2009). Conforme Blake (2014), os efeitos do eWOM negativo podem ser a redução das vendas e a perda de parceiros, mas também podem ajudar as empresas a identificar falhas e a realizar melhorias em seus produtos e serviços.…”

Section: Engajamento Do Consumidor E O Boca a Boca Eletrônicounclassified

Engajamento dos Consumidores com o Boca a Boca Eletrônico Negativo em Lojas de Aplicativos Móveis

Andrade

Ramos

2017

Rev. adm. contemp.

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Resumo O objetivo do estudo é compreender as motivações do comportamento de engajamento do consumidor com o boca a boca eletrônico (electronic word-of–mouth [eWOM]) negativo em plataformas de consumo de aplicativos móveis, utilizando-se como lente de análise a Teoria da Ação Racional (Theory of Reasoned Action [TRA]). Foram realizadas dez entrevistas em profundidade com usuários emissores de comentários negativos, as quais permitiram a construção de um corpus que foi descrito, classificado e interpretado por meio de análise temática de conteúdo. Como generalização analítica, infere-se que os motivadores mais influentes para o engajamento com o eWOM negativo são a Busca por Providências, o Altruísmo, as Emoções Negativas e a Reciprocidade. Com relação aos construtos da TRA, as Atitudes favorecem esse engajamento, mas as Normas subjetivas pouco contribuem para a participação ativa no boca a boca eletrônico negativo. Esta pesquisa pode ajudar os programadores de aplicativos móveis e os analistas de mídias sociais quanto à formulação de estratégias de interação que estimulem o comportamento de engajamento dos consumidores.

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“…Approximately 67% of consumer product sales in the U.S. directly stem from WOM information among family, friends, and co-workers (Rosen 2009). WOM also influences customer loyalty more than marketing-controlled campaigns (Bansal and Voyer 2000;Buttle 1998;Chung and Darke 2006;Day 1971;Park and Lee 2009;Sheth 1971).…”

Section: Traditional Word Of Mouthmentioning

confidence: 99%

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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titles.Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers.The rapid growth of E-WOM is an indication of consumers' increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer's website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional subdimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of eservicescape, i.e., interactivity and ease of payment.These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers' perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers' trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM. Overview of E-WOM E-WOM is defined as "forwarding actions through email, instant messaging or other communication media that are of high 'addressability'" (Ho and Dempsey 2010, p. 1000). E-WOM communication is traditional word-of-mouth (WOM) behavior evolved and adapted to electronic media, where individuals often convey messages in...

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Information direction, website reputation and eWOM effect: A moderating role of product type

Cited by 750 publications

References 25 publications

Consequences of customer engagement behavior: when negative Facebook posts have positive effects

Consequences of customer engagement behavior: when negative Facebook posts have positive effects

Engajamento dos Consumidores com o Boca a Boca Eletrônico Negativo em Lojas de Aplicativos Móveis

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

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