Optimal promotion planning for a product launch in the presence of word-of-mouth

Bigdellou, Saeide; Aslani, Shirin; Modarres, Mohammad

doi:10.1016/j.jretconser.2021.102821

Cited by 11 publications

(6 citation statements)

References 67 publications

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“…Thus showing that a good Ecommerce state have a good impact on EWOM. This means that the better the Ecommerce strategy, the more electronic word of mouth or word of mouth conversation through cyberspace (Bigdellou et al, 2022;Lis & Neßler, 2014;Soliana & Pratomo, 2016). When viewed from the value of outer loading the four dimensions of Ecommerce, it can be said that the Ecommerce environment dimension is the dimension with the highest value.…”

Section: Discussionmentioning

confidence: 99%

“…Thus demonstrating that a good EWOM will have a good impact on Consumer Behaviour. This means that the more word-of-mouth conversations through the internet (ewom) the higher one's online shopping behaviour will be (Bigdellou et al, 2022;Donthu et al, 2021). When viewed from the outer loading value of the three dimensions of the ewom, it can be said that the content dimension is the dimension with the highest value.…”

Section: Discussionmentioning

confidence: 99%

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Ecommerce Strategy Towards Shopee Consumer Behaviour In Online Shopping Through Electronic Word Of Mouth (EWOM) Variables

Astana

2021

IJSSB

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The growing use of internet-based technologies provides enterprise E-commerce with transformative benefits. The success of E-commerce is determined by the behavior of sellers and their decisions about which platform to use between application-based E-commerce or social media. Online shopping through the internet supports consumers to find information about a product or service and make purchases through direct interaction with online retailers. Word of mouth plays an essential role in consumer behavior, especially in online marketing, which supports consumers seeking more references. This study aims to analyze the effect of E-commerce and electronic word of mouth (EWOM) on consumer behavior in online shopping. The study was conducted on 75 respondents, and researchers used SmartPLS 3.0 to examine the relationship between variables in the model through SEM. From the research results obtained, internet marketing strategies directly affect EWOM and consumer behavior, while EWOM also directly affects consumer behavior. E-commerce startups have the most significant direct positive influence on online shopping consumer behavior across all channels. This result means that Shopee should give prime attention to its E-commerce strategy to increase its consumers.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Ecommerce Strategy Towards Shopee Consumer Behaviour In Online Shopping Through Electronic Word Of Mouth (EWOM) Variables

Astana

2021

IJSSB

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“…Brands are increasing their value because of consumer demand that develop product and process (Papista and Dimitriatdis 2019). Nemours experiments found WOM has impact on purchase intention (Bigdellou, 2022).…”

Section: Post Purchase Satisfactionmentioning

confidence: 99%

Impact of positive word-of-mouth on purchase intentions and post purchase satisfaction among female customers in Pakistan

Ahmad

Hartini

Premananto

et al. 2022

ijhs

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The purpose of this research is to investigate the relationship between positive word-of-mouth, purchase intention, and post purchase Satisfaction. Primary data was collected from 240 respondents through questionnaire in which Likert and ranking scale was used. The reliability of the scale was checked through cronbach’s alpha which was found .847 which proves the constructed scale reliable. All the analysis of data was made through SPSS and different statistical techniques like descriptive statistics, correlation, and regression analysis were applied to draw the results. The outcomes of our study are shows that positive word-of-mouth has significant impact on purchase intentions and post purchases satisfaction of clothing brand.

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“…Thus changing consumers' green consumption concept. [3] This paper is divided into five sections. Sect.…”

Section: Introductionmentioning

confidence: 99%

Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation

中堀

Zhao

2023

E3S Web Conf.

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In the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase consumers’ willingness to recommend their brands by word of mouth in various ways. This paper mainly studies the influence of corporate environmental claims on consumers’ intention of word-of-mouth recommendation, and explores the roles of different advertising appeals in such process. Independent sample T-test, regression analysis, and cross-test analysis were assumed to study the differences of consumers’ word-of-mouth recommendation intention in response to different environmental claims and the mediating effect of green trust in influencing the consumers. The results showed that: consumers are more willing to recommend a brand by word-of-mouth when facing substantive environmental claims than associative environmental claims, and in this process, green trust serves as a mediator between corporate environmental claims and consumers’word-of-mouth recommendation intention; environmental advertising by green value appeal can encourage more word-of-mouth recommendation intention than environmental advertising by fear appeal.

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Optimal promotion planning for a product launch in the presence of word-of-mouth

Cited by 11 publications

References 67 publications

Ecommerce Strategy Towards Shopee Consumer Behaviour In Online Shopping Through Electronic Word Of Mouth (EWOM) Variables

Ecommerce Strategy Towards Shopee Consumer Behaviour In Online Shopping Through Electronic Word Of Mouth (EWOM) Variables

Impact of positive word-of-mouth on purchase intentions and post purchase satisfaction among female customers in Pakistan

Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation

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