Searching for word of mouth in the digital age: Determinants of consumers’ uses of face-to-face information, internet opinion sites, and social media

Bartschat, Maria; Cziehso, Gerrit; Hennig‐Thurau, Thorsten

doi:10.1016/j.jbusres.2021.11.035

Cited by 38 publications

(17 citation statements)

References 73 publications

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“…Our current study centres on the aspect that WOM can be used to reduce various risk categories, including socio-psychological and financial risks associated with business decisions. Furthermore, a stream of literature shows that WOM can be used as a risk reduction tool (Bartschat et al. , 2022; Bastos and Moore, 2021).…”

Section: Introductionmentioning

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: Introductionmentioning

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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“…The answer is still uncertain. Unlike traditional tourism advertisements, social media tourism advertisements have the characteristics of “explosion and fragmentation” ( Bartschat et al, 2021 ), and a large amount of advertising information often appears at the same time in the moment of searching. Due to the limited cognitive resources of consumers ( Lavie, 1995 ), it seems that the easier-to-understand straightforward advertisement leaves a deeper impression on consumers than the metaphorical advertisement.…”

Section: Introductionmentioning

confidence: 99%

Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising

et al. 2022

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The existing studies have analyzed the advertising effects of metaphorical advertisements and straightforward adverts in traditional advertising media. However, their advertising effects on social media are still unclear. To address this issue, this study uses eye-tracking and questionnaires to examine two types of social media tourism advertising—metaphorical and straightforward in posts with both high and low popularity. This within-subject (n = 55) experiment was designed to examine the effects of social media tourism advertising types on visual attention and tourism intention and to identify the moderating role of post popularity based on the elaboration likelihood model (ELM). We found that advertising types had no significant effect on visual attention, but metaphorical advertisements increased tourism intention compared with straightforward adverts. Furthermore, we found that the level of post popularity moderated the effect of advertising types on visual attention. Specifically, metaphorical adverts in highly popular posts attracted more visual attention in the advertising text area and in the whole advert. Straightforward adverts in posts with low popularity attracted more visual attention in the advertising text area. This research advances the current literature by exploring the effects of social media tourism advertising types and has implications for managers deciding on strategies for social media tourism marketing.

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“…Advertising can be done through several media, such as television and electronic media. This media conveys advertising messages through visual, audio, and motion (Bartschat et al, 2022;Brand et al, 2022). Through television media, advertisements will be easily conveyed to consumers.…”

Section: Introductionmentioning

confidence: 99%

“…Through television media, advertisements will be easily conveyed to consumers. For the scope of Indonesia, through television media by 53.2% -61.1% from 1996 to 2003, the proportion of advertising costs incurred by business actors shows a very significant allocation dominance (Bartschat et al, 2022). This dominance is a shortcut to the magnitude of the consumer's allure of the intensity of viewing television.…”

Section: Introductionmentioning

confidence: 99%

Electronic Media Marketing Mix Analysis on Increasing Participant of BPJS Ketenagakerjaan

Mandung

2022

GRDIS

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This research was conducted to know the effect of each variable in the electronic media mix consisting of television, radio, and Internet media significantly on the increasing participant of BPJS Ketenagakerjaan in the Makassar Branch, as well as to determine the effect simultaneously or simultaneously of electronic media variables on television media, radio media, and internet media to increase BPJS Ketenagakerjaan membership in the Makassar Branch. This study uses questionnaire data, literature studies, and interviews with data analysis techniques of the quality test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The study's results found that electronic media consisting of television, radio, and internet media significantly influenced BPJS Ketenagakerjaan membership in the Makassar Branch, so the first hypothesis can be accepted. Based on the results of simultaneous testing, the F-calculated = 398,637 with a significance < 0.01 with an omission of 0.05, so it can be said that television media, radio media, and internet media together affect increasing Participants of BPJS Ketenagakerjaan in the Makassar Branch so that the second hypothesis proposed can be accepted and proven genuine.

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Searching for word of mouth in the digital age: Determinants of consumers’ uses of face-to-face information, internet opinion sites, and social media

Cited by 38 publications

References 73 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

Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising

Electronic Media Marketing Mix Analysis on Increasing Participant of BPJS Ketenagakerjaan

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