Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Chawdhary, Rahul; Riley, Francesca Dall’Olmo

doi:10.1080/0267257x.2015.1033443

Cited by 55 publications

(51 citation statements)

References 63 publications

(130 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…There may be a reflexive effect on the people who utter WOM – does giving WOM increase or reduce the likelihood of giving it again? So far this has only been studied in a simulation experiment by Chawdhary and Riley (2015). Finally, the effect of observational learning needs to be considered for high-visibility categories such as fashion.…”

Section: Discussionmentioning

confidence: 99%

Social Amplification: A Mechanism in the Spread of Brand Usage

East¹,

Uncles

Romaniuk³

et al. 2017

Australasian Marketing Journal

View full text Add to dashboard Cite

Using a survey of 349 respondents, we investigate the triggers of word of mouth (WOM) in four durables categories and compare this evidence with previous findings for services. For these durables, positive word of mouth (PWOM) is mostly triggered by advertising and customer satisfaction with the product, while negative word of mouth (NWOM) is rare and mostly triggered by the content of conversation and the perception that other persons need advice. This contrasts with previously established findings for services where advertising has little effect on PWOM and dissatisfaction has substantial effect on NWOM. These differences have important implications: they suggest that durable ads should be tested to check that they trigger PWOM and that service providers should pay more attention to the satisfaction derived from the service experience.

show abstract

Section: Discussionmentioning

confidence: 99%

Social Amplification: A Mechanism in the Spread of Brand Usage

East¹,

Uncles

Romaniuk³

et al. 2017

Australasian Marketing Journal

View full text Add to dashboard Cite

show abstract

“…We postulate that positive consumption experience, combined with eWOM received, facilitates the formation of a positive brand image of the service provider. During social comparison, consumers who draw upon positive emotion and evaluation generate a sense of superiority, whereas the sense of superiority drawn from self-others comparison is expected to lead to motivational self-enhancement (Andsager and White, 2007;Xie and Johnson, 2015), which is a central driver of eWOM-giving when based on positive experience (Chawdhary and Dall'Olmo Riley, 2015;Islam et al, 2017). Similarly, appreciation of a premium service drawn from social comparison motivates consumers to express positive feelings and evokes the desire to help and support the service provider and its brand (Jeong and Jang, 2011;Kim and Lee, 2017).…”

Section: H5 Emotional Intensity Positively Influences Ewom-giving Inmentioning

confidence: 99%

Do online reviews still matter post-purchase?

Liu

Jayawardhena

Osburg

et al. 2019

INTR

View full text Add to dashboard Cite

Purpose The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still matter in post-purchase evaluation and behaviours. The purpose of this paper is to examine the extent to which online reviews (aggregate rating (AR) and individual reviews (IR)) influence consumers’ evaluation and post-purchase behaviour by considering the valence congruence of online reviews and consumption experience (CE). Design/methodology/approach Following social comparison theory and relevant literature, the authors conduct an online experiment (pre-test: n=180; main study: n=347). The authors rely on a 2 (CE valence) ×2 (AR valence) ×2 (IR valence) between-subjects design. Findings Congruence/incongruence between the valences of CE, AR and IR affects consumers’ post-purchase evaluation at the emotional, brand and media levels and review-writing behaviour. In comparison to aggregated rating, IR are more important in the post-purchase stage. Similarly, consumers have a higher eWOM-writing intention when there is congruence between the valences of CE, AR and IR. Practical implications The authors demonstrate the importance of service providers continually monitoring their business profiles on review sites to ensure consistency of review information, as these influence consumers’ post-purchase evaluation and behaviours. For this reason, the authors illustrate the utility of why media owners of review sites should support the monitoring process to facilitate the engagement of both businesses and customers. Originality/value The authors break new ground by empirically testing the impact of online review information post-purchase seen through the theoretical lens of social comparison. The approach is novel in breaking down and testing the dimensions of post-purchase evaluation and behavioural intentions in understanding the social comparison elicited by online reviews in the post-purchase phase.

show abstract

“…Existing research shows that WOM intention is associated with customers’ service experience and loyalty (e.g., Chawdhary & Riley, ; Choi & Choi, ). When a consumer has a positive service or product experience, he/she will be more likely to share that experience with others; the positive experience itself would also increase the consumer's loyalty to the service or product.…”

Section: Theoretical Foundation and Literature Reviewmentioning

confidence: 99%

Will they pitch or will they switch? Comparing Chinese and American consumers

Krishen

2018

Psychology and Marketing

View full text Add to dashboard Cite

This study compares the conditions for consumer satisfaction and word of mouth (WOM) between Chinese and American consumers. The authors utilize a between‐subjects factorial design experiment to investigate the effect of service experience (positive or negative) and consumption context (hedonic vs. utilitarian) across these two cultures. Results indicate that consumers perceive higher levels of satisfaction and switching costs, and provide higher WOM intention for positive than for negative service experiences. The relationship between service experience and perceived switching costs is further moderated by consumption context and culture. Of importance is the critical mediating role of consumer satisfaction in driving perceived switching costs and WOM intention. The comparison of Chinese and American consumers also reveals the distinct switching behaviors between the two groups of consumers, which can be explained from a cultural perspective. The study findings provide insights into provider‐switching and WOM‐spreading behaviors by Chinese and American consumers, under hedonic versus utilitarian consumption contexts.

show abstract

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Cited by 55 publications

References 63 publications

Social Amplification: A Mechanism in the Spread of Brand Usage

Social Amplification: A Mechanism in the Spread of Brand Usage

Do online reviews still matter post-purchase?

Will they pitch or will they switch? Comparing Chinese and American consumers

Contact Info

Product

Resources

About