Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia

Mladenović, Dušan; Bruni, Renato; Kalia, Prateek

doi:10.1080/08961530.2020.1800547

Cited by 19 publications

(16 citation statements)

References 83 publications

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“…Moreover, both Brown and Reingen (1987) & Nitzan and Libai (2011) did not examine the role of WOM valence when investigating the influence of status homophily on the effectiveness of WOM received. More recently Mladenović et al (2021) found a negative relationship between status homophily and engagement in WOM but did not investigate the differential influence of PWOM and NWOM. Therefore, it is unclear if a similar pattern of results will emerge under PWOM and NWOM conditions.…”

Section: Offline Homophily and Offline Wommentioning

confidence: 94%

“…This research is important from a theoretical perspective. For instance, the bulk of offline WOM research has focused its research attention on understanding the influence of tiestrength between the WOM participants on the effectiveness of articulated WOM on either the sender (Chawdhary & Dall'Olmo Riley, 2015) or the receiver (Bansal & Voyer, 2000;Brown & Reingen, 1987;Hoye & Lievens, 2007;Mladenović et al, 2021;Nitzan & Libai, 2011) at the expense of understanding the influence of homophily. Furthermore, much of the recent research on WOMhomophily relationship is within the online context (Ladhari et al, 2020;Lin & Xu, 2017) neglecting to understand this vital relationship in the offline context.…”

Section: Introductionmentioning

confidence: 99%

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Investigating the Effectiveness of Received Offline Word of Mouth: Role of Acquired and Ascribed Homophily

Chawdhary

2021

FIIB Business Review

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This research examines how similarities in educational and ethnic backgrounds (status homophily), between word of mouth (WOM) participants, influences the effectiveness of received offline WOM on the recipient’s behavioural intentions. The educational similarity between individuals is conceptualized as acquired homophily, whereas ethnic similarity is defined as ascribed homophily. This study employs scenario-based experiments, and the results suggest that positive and negative WOM received from homophilous sources is more effective in influencing the recipient’s purchase and WOM re-transmission intentions than recommendations received from heterophilous sources. This research expands the literature about offline WOM and the multidimensional status-homophily construct by providing insights on the differential influence of positive and negative recommendations received from WOM sources similar or dissimilar to the WOM recipients in terms of their educational and ethnic backgrounds. This is important from both the theoretical and practitioner perspective as the recent focus of scholarly research is on understanding the relationship between online homophily and e-WOM at the expense of offline WOM-homophily relationship.

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Section: Offline Homophily and Offline Wommentioning

confidence: 94%

Section: Introductionmentioning

confidence: 99%

Investigating the Effectiveness of Received Offline Word of Mouth: Role of Acquired and Ascribed Homophily

Chawdhary

2021

FIIB Business Review

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“…Babić et al (2020) recently revised the definition of eWOM to include all "consumergenerated" and "consumption-related" communication that uses digital platforms and is directed at peer consumers. Since eWOM uses electronic communication platforms as a mediator (Mladenović, Bruni & Kalia, 2020), it transmits information more efficiently than traditional word of mouth (WOM) (Cheung, Pires & Rosenberger, 2020). It can be assumed that eWOM on SNSs has a far greater valence in comparison with face-to-face WOM (Hennig-Thurau & Walsh, 2003).…”

Section: 1theoretical Underpinningmentioning

confidence: 99%

“…Given that opinion seekers consider their SNS contacts without hidden commercial intent (Chu & Choi, 2011;Cuevas, Chong, & Lim, 2020), they extensively seek information from opinion leaders on SNSs (Thiriot, 2018;Lee & Choi, 2019). Opinion passing implies the forwarding of user and marketer-generated content through social networks (Lee & Choi, 2019;Ladhari, Massa, & Skandrani, 2020), and it potentially mediates the relationship between opinion seekers and opinion leaders (Mladenović, Bruni, & Kalia, 2020).…”

Section: 2electronic Word Of Mouth On Snssmentioning

confidence: 99%

Effects of Sociodemographic Variables on Electronic Word of Mouth: Evidence from Emerging Economies

Mladenović¹,

Visar²,

Martin³

et al. 2022

MUNI ECON WP

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Electronic Word of Mouth (eWOM) engagement on social networking sites (SNSs) is influenced by social relationship factors and this influence is assumed to be consistent. This study investigates the effects of social relationship variables in the context of emerging economies. It also observes the mediating role of social relationship variables in the relationship between conformity and eWOM. We hypothesized a moderating role of age, gender, and country of residence. The results revealed that social ties, trust, and interpersonal influence exert consistent impact and that conformity exerts positive indirect influence on eWOM engagement via social ties, trust, social capital, and interpersonal influence. It was found that age, gender moderate the observed relationship, while country plays no moderating role. The theoretical and practical implications of these findings are discussed.

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“…It also develops the rise of technology, consumer to consumer communication with more effectiveness which is the best platform for marketers to engage customers more and they can exchange the information to the main content. All individual personalities are more linked with friends, relatives and other colleagues to share information regarding the non-local brands (Mladenovic et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

The influence of Social media marketing on consumer purchase intention: investigating the effect of non-local brands.

Raza¹,

Saleem²,

Ali³

2022

pakIJELCS

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A large number of people are using social media which gives advantages to marketers to keep connected with their customers and also keep updated about what customers want. In this research, we are discussing the effect of social media marketing from the perception of non-local brands. The problem that we identified in the previous research is the easy usage of non-local brands' websites and apps which could be a concern for the social media consumers’ purchase intentions in Pakistan which are being investigated in this research along with other variables. The literature of the study includes a detailed discussion about the hypothesis which consists of the relationship between brand trust, brand community, brand awareness, emotional attachment, Interaction and ease of use with purchase intention, and the relationship between purchase intention and brand loyalty. This research approach was quantitative. The Data were collected online from 351 social media users in Pakistan. The research model was empirically tested using a structural equation model. This research has seven hypotheses in which H1, H2, H3 are rejected and H4 to H7 are accepted. This research has identified that companies should increase interaction, emotional attachment, and ease of use through social media to influence the consumer’s purchase intention to increase brand loyalty.

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Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia

Cited by 19 publications

References 83 publications

Investigating the Effectiveness of Received Offline Word of Mouth: Role of Acquired and Ascribed Homophily

Investigating the Effectiveness of Received Offline Word of Mouth: Role of Acquired and Ascribed Homophily

Effects of Sociodemographic Variables on Electronic Word of Mouth: Evidence from Emerging Economies

The influence of Social media marketing on consumer purchase intention: investigating the effect of non-local brands.

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