Significance of Electronic Word of Mouth (e-WOM) in Opinion Formation

Khalid, Javaria; Abbas, Aneela; Akbar, Rida; Qasim, Muhammad; Rafia,; Tariq, Arslan; Khatoon, Madiha; Akbar, Ayesha; Azhar, Samreen; Meer, Asra; Junaid, Muhammad

doi:10.14569/ijacsa.2020.0110268

Cited by 12 publications

(9 citation statements)

References 14 publications

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“…The study tested the existence of a relationship between the determinants (virtual interactivity and quality of information) and brand awareness, which implies that consumers will easily remember their favorite brands, provided that these brands meet their expectations [12], are given importance, and the information on social networks is updated, detailed, useful, and valuable. This finding is consistent with the results of [11], who indicate that consumer testimonials about specific brands can either encourage or limit their purchase. Moreover, this study relates to the findings of [1], who determined the significance of digital platforms and social media marketing in generating substantial effects on brand awareness.…”

Section: Discussionsupporting

confidence: 91%

“…The results revealed that information exchange, brand attitude, quality of the relationship with the brand, and use of this social network significantly influence word-of-mouth on this platform. Similarly, [11] asserted in their research that online user opinions are a decisive factor for others' references about a specific brand, influencing whether other users decide to purchase or use any good or service. Consequently, [8] specified the determinants of brand awareness and how these factors intervene in eWOM, as well as their participation in it; the results will allow organizations to identify essential elements that will help them attract new customers and build loyalty.…”

mentioning

confidence: 99%

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Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023

Montes Ninaquisme,

Arbulu Ballesteros,

Acosta Enriquez

et al. 2024

Preprint

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The present study aimed to clarify the relationship between brand awareness and word-of-mouth communication in the fast-food sector, Lambayeque Region, 2023. By adopting a quantitative approach, statistical tools were utilized to measure variables and address hypotheses and objec-tives. The study was correlational in nature, as it demonstrated the relationship between brand awareness and word-of-mouth communication. It was also applied in scope, disseminating learning based on the research that will assist the studied area. Furthermore, this study employed a nonexperimental, cross-sectional design because the variables were only analyzed in the workplace environment at a single point in time and were not manipulated. According to the results, it is evident that consumers will easily recall their favorite brands, provided these brands meet their expectations are deemed significant, and the information on social networks is updated, detailed, useful, and valuable. Moreover, they are likely to recommend them if they recognize and have a positive valuation of the brand, sharing favorable information about it on their social networks and with their peers. The study concludes that virtual interactivity and the quality of information are linked to the generation of brand awareness, which in turn was shown to be a predictor of eWOM.

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Section: Discussionsupporting

confidence: 91%

mentioning

confidence: 99%

Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023

Montes Ninaquisme,

Arbulu Ballesteros,

Acosta Enriquez

et al. 2024

Preprint

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“…From a user study perspective, the literature offers a few review works centered on specific online information domains, such as health [40,41], politics [42], and online marketing [43,44]. In the health domain, Wang et al [40] executed a systematic literature review addressing misinformation spreading online health information.…”

Section: User Studiesmentioning

confidence: 99%

“…Specific to online marketing, product, and service reviews and ratings are driving forces of online opinion formation. A systematic literature review and comparative study on how reviews and ratings influence opinions on buying and usage of the products were presented in [43]. The work concludes that regular consumer reviews are more influential in opinion formation than recommendations by professionals and paid experts.…”

Section: User Studiesmentioning

confidence: 99%

Online Fake News Opinion Spread and Belief Change: A Systematic Review

Altoe,

Moreira,

Pinto

et al. 2024

Human Behavior and Emerging Technologies

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Fake news has been linked to the rise of psychological disorders, the increased disbelief in science, and the erosion of democracy and freedom of speech. Online social networks are arguably the main vehicle of fake news spread. Educating online users with explanations is one way of preventing this spread. Understanding how online belief is formed and changed may offer a roadmap for such education. The literature includes surveys addressing online opinion formation and polarization; however, they usually address a single domain, such as politics, online marketing, health, and education, and do not make online belief change their primary focus. Unlike other studies, this work is the first to present a cross-domain systematic literature review of user studies, methodologies, and opinion model dimensions. It also includes the orthogonal polarization dimension, focusing on online belief change. We include peer-reviewed works published in 2020 and later found in four relevant scientific databases, excluding theoretical publications that did not offer validation through dataset experimentation or simulation. Bibliometric networks were constructed for better visualization, leading to the organization of the papers that passed the review criteria into a comprehensive taxonomy. Our findings show that a person’s individuality is the most significant influential force in online belief change. We show that online arguments that balance facts with emotionally evoking content are more efficient in changing their beliefs. Polarization was shown to be cross-correlated among multiple subjects, with politics being the central polarization pole. Polarized online networks start as networks with high opinion segregation, evolve into subnetworks of consensus, and achieve polarization around social network influencers. Trust in the information source was demonstrated to be the chief psychological construct that drives online users to polarization. This shows that changing the beliefs of influencers may create a positive snowball effect in changing the beliefs of polarized online social network users. These findings lay the groundwork for further research on using personalized explanations to reduce the harmful effects of online fake news on social networks.

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“…In the above context, it may be noted that online reviews and ratings play a vital role in guiding customers in their buying choices. Buyers usually go through online reviews and ratings when they are involved online before deciding on a purchase (Khalid et al, 2020). This study would help to attain a greater knowledge about customer involvement in online purchase European Economic Letters ISSN 2323-5233 Vol 13, Issue 5 (2023) http://eelet.org.uk which is affected by product expectations that leads them to give positive or negative feedback through an online form known as eWom.…”

Section: Information Credibilitymentioning

confidence: 99%

The Influence of Electronic Word of Mouth on Online Purchasing: A Bhubaneswar Perspective

Milan Tah, Dr Puspalata Mahapatra

2023

EEL

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Electronic word of mouth (EWom) has become a crucial communication tool in the digital age. The importance of online reviews and ratings on consumers has increased recently. The study's primary goal is to determine how certain eWom characteristics, such as eWom message consistency, eWom content platform, and eWom valency, affect the popularity of a product and the level of customer participation that influences consumers' intentions to make a purchase. The study is intended to know the impact of factors of eWom on the purchase intention of online buyers in Bhubaneswar. The study was tested on 201 respondents through a cluster sampling method with a structured questionnaire. The regression analysis approach was utilized to analyze the objective and obtain the findings. It revealed that the EWom content platform and Information credibility strongly impact buyers' purchase intention. Information credibility plays a vital role in the purchase decisions of buyers.

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Significance of Electronic Word of Mouth (e-WOM) in Opinion Formation

Cited by 12 publications

References 14 publications

Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023

Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023

Online Fake News Opinion Spread and Belief Change: A Systematic Review

The Influence of Electronic Word of Mouth on Online Purchasing: A Bhubaneswar Perspective

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