Motives for Employees Communicate Positive Electronic Word of Mouth (eWOM) on Social Network Sites: Exploring Moderating Mechanisms

Ya, Zhang; Zhang, Jing; Liu, Chengchen

doi:10.1177/1839334921999475

Cited by 25 publications

(20 citation statements)

References 106 publications

(178 reference statements)

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“…The primary purpose of this study was to examine how the concept of WOM is useful in the context of SME suppliers' participation in public procurement. The purpose of the study was to contribute to the growing body of empirical research on the concept of WOM in marketing and usefully in other fields (Amani, 2022a;Lisjak et al, 2021;Zhang et al, 2022) and adding to the nature of market interactions between public buyers and suppliers (Holma et al, 2022). This was accomplished by including SME suppliers in the context of public procurement in Tanzania.…”

Section: Discussionmentioning

confidence: 99%

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Ismail

Changalima

2022

MANM

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PurposeOver time, the concept of word of mouth (WOM) has spread beyond marketing into other disciplines. This is because WOM is important in decision-making at both the individual and organisational levels. Also, people are more likely to trust recommendations from their peers than those from companies. Therefore, the purpose of this study is to investigate the perceived usefulness of WOM messages for small and medium-sized enterprise (SME) suppliers in participating in Tanzanian public procurement opportunities.Design/methodology/approachThe study collected cross-sectional data from 214 SME suppliers who supply common use items to public procuring organisations in Dodoma City, Tanzania. Structural equation modelling was used to test the direct relationships between study variables, and Hayes' PROCESS macro was used to test for the indirect effect of WOM message delivery on WOM attributes and the perceived usefulness of WOM.FindingsWOM attributes that include expertise differential, perceptual homophily, and trustworthiness are related to the perceived usefulness of WOM. Also, WOM message delivery mediates the relationship between the WOM attributes and the perceived usefulness of WOM in enhancing public procurement participation. Therefore, the study's findings revealed that WOM is applicable in the public procurement context, under which public buyers act as senders and suppliers act as receivers. The latter finds out about public procurement opportunities and responds to them, while the former gives suppliers whatever information they need to respond to public procurement tenders that have been advertised.Research limitations/implicationsBecause the study was cross-sectional, it was difficult to determine whether the opinions gathered over time remained consistent. Furthermore, only suppliers who are parties to framework contracts under Government Procurement Services Agency were included in the study. Therefore, the sample was limited to only suppliers supplying common use items to various public organisations in Dodoma City, Tanzania.Originality/valueThis paper integrates the concept of WOM from the marketing discipline and public procurement. As a result, the study adds to the understanding of the use of information transmission in terms of the contribution of WOM messages from public buyers to suppliers to enhance small and medium enterprises' participation in public procurement opportunities.

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Section: Discussionmentioning

confidence: 99%

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Ismail

Changalima

2022

MANM

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“…Electronic word of mouth is more effective than word of mouth communication in the offline world, because of greater accessibility and wider reach where consumers use the internet media with the aim of sharing their own experiences of a brand, product, or service that they have used (Siddiqui et al, 2021). Some studies conducted by (Kitirattarkarn et al, 2021); (Suhud, 2021); (Zhang et al, 2021) show that electronic word of mouth has a positive and significant impact on purchasing decisions. However, it contrasts with the research conducted by (Zhao et al, 2020); (Ekawati et al, 2020), which shows that electronic word of mouth has no significant effect on purchasing decisions.…”

Section: Introductionmentioning

confidence: 99%

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

Asnawati¹,

Nadir²,

Wardhani³

et al. 2022

10.5267/j.ijdns

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Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.

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“…Additionally, social networking sites (SNS) are the most effective for electronic word of mouth (eWOM). Employees possess motivation related to job and social interactions while indulging in eWOM on SNS (Zhang et al, 2022). The authors of this study came across studies (e.g.…”

Section: Micro-level Outcomesmentioning

confidence: 99%

CSR authenticity and micro-foundations of business: a systematic review

Hassan

Pandey²,

Behl³

et al. 2022

CCSM

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PurposeThe current market conditions are driving firms to plan, design and implement corporate social responsibility (CSR) policies that are true to the firms' real sense, i.e. authentic. Authenticity is an important aspect of micro-foundations of CSR in shaping the way social responsibility initiatives would impact the stakeholders including the customers, partners, current members of the organization and shareholders. This calls for a need to synthesize past research on CSR authenticity in order to propose directions for future research.Design/methodology/approachThe current study synthesizes relevant literature on CSR authenticity using systematic literature review (SLR) approach. In total, 34 research works were identified and examined to seek insights on CSR authenticity.FindingsFindings of the study identified various miro-, meso- and macro-level determinants of CSR authenticity and different set of outcomes having implications on business and society. The study also proposes a comprehensive definition of CSR authenticity which was somewhat missing in existing literature.Practical implicationsThe study provides strong theoretical and managerial implications. Particularly, the study provides directions for future research on the topic.Originality/valueIn this paper, a review of literature on CSR authenticity is currently missing.

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Motives for Employees Communicate Positive Electronic Word of Mouth (eWOM) on Social Network Sites: Exploring Moderating Mechanisms

Cited by 25 publications

References 106 publications

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

CSR authenticity and micro-foundations of business: a systematic review

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