Negative Electronic Word-of-mouth can Support Product Recommendation

Hayashi, Yoshikatsu; Orita, Ryo; Kajiwara, Sayuri

doi:10.1145/3022198.3026321

Cited by 1 publication

(2 citation statements)

References 7 publications

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“…In the emotion-oriented exploration of eWOM, researchers try to figure out the positive, neutral and negative attitudes of people towards eWOM marketing. For example, Hayashi et al ’s (2017) experiment certifies that negative eWOM is good at developing trust, supporting product recommendations and motivating product buying behaviours. Regarding content-oriented studies, scholars are more interested in collecting online consumers’ reviews.…”

Section: Theoretical Perspectives and Model Developmentmentioning

confidence: 99%

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A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

Shen

2021

JRIM

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Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

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Section: Theoretical Perspectives and Model Developmentmentioning

confidence: 99%

“…Prior studies on eWOM concentrated on its persuasive role in consumer purchase decisions. They indicate that persuasive eWOM engagement can positively affect consumers’ attitudes and purchase intentions (Wang et al , 2015; Hayashi et al , 2017).…”

Section: Introductionmentioning

confidence: 99%

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

Shen

2021

JRIM

View full text Add to dashboard Cite

show abstract

Negative Electronic Word-of-mouth can Support Product Recommendation

Cited by 1 publication

References 7 publications

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

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