The consumer as advocate: Self-relevance, culture, and word-of-mouth

Chung, Cindy M.Y.; Darke, Peter R.

doi:10.1007/s11002-006-8426-7

Cited by 190 publications

(148 citation statements)

References 12 publications

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“…These final sample sizes fare comparably with other WOM studies (Chung & Darke, 2006;Soderlund & Rosengren, 2007).…”

Section: Main Study Data Collection and Samplingsupporting

confidence: 66%

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Chawdhary¹,

Riley²

2015

Journal of Marketing Management

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Employing scenario based experiments; this paper examines the effect of word of mouth (WOM) on: the sender's intention to give future WOM about the focal service provider and the self-enhancement derived from articulating WOM. Extant WOM literature considers selfenhancement as a key driver of positive WOM. This paper provides empirical evidence that a reverse effect exists and that self-enhancement is also an outcome of WOM behaviour.Results indicate that the impact of WOM on self-enhancement has substantive significance and holds for both positive and negative WOM. The effect of WOM on intentions is only partially supported. Finally, tie strength between the WOM participants partially moderates the relationship between the variables. Importantly, the impact of negative WOM is stronger than positive WOM. Summary statement of contributionExtant WOM literature widely accepts the notion that self-enhancement is a driver of positive WOM. To the best of our knowledge, this study is the first to empirically demonstrate that self-enhancement is an outcome of WOM behaviour irrespective of its valence. Notably, tie strength between the WOM participants moderates the effect of WOM on the sender. Finally, we provide the first empirical evidence on the relative impact of P-WOM and N-WOM on the sender.

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“…These final sample sizes fare comparably with other WOM studies (Chung & Darke, 2006;Soderlund & Rosengren, 2007).…”

Section: Main Study Data Collection and Samplingsupporting

confidence: 66%

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Chawdhary¹,

Riley²

2015

Journal of Marketing Management

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“…It is motivated by the intention to do the receiver a favor (Steffes and Burgee, 2009), and also meets people's social needs by putting them in contact with others (Sheth and Parvatiyar, 1995). According to Chung and Darke (2006), WOM is more likely to be generated from self-relevant and hedonic products than utilitarian products, because WOM concerning self-relevant products serves as a means of self-presentation and provides social benefits. In addition, Kudeshia et al (2016) show that a strong positive relationship exists between brand love and WOM.…”

Section: Wommentioning

confidence: 99%

Brand love and positive word of mouth: the moderating effects of experience and price

Karjaluoto

Munnukka

Kiuru

2016

JPBM

235

218

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Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

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“…Approximately 67% of consumer product sales in the U.S. directly stem from WOM information among family, friends, and co-workers (Rosen 2009). WOM also influences customer loyalty more than marketing-controlled campaigns (Bansal and Voyer 2000;Buttle 1998;Chung and Darke 2006;Day 1971;Park and Lee 2009;Sheth 1971).…”

Section: Traditional Word Of Mouthmentioning

confidence: 99%

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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titles.Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers.The rapid growth of E-WOM is an indication of consumers' increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer's website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional subdimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of eservicescape, i.e., interactivity and ease of payment.These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers' perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers' trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM. Overview of E-WOM E-WOM is defined as "forwarding actions through email, instant messaging or other communication media that are of high 'addressability'" (Ho and Dempsey 2010, p. 1000). E-WOM communication is traditional word-of-mouth (WOM) behavior evolved and adapted to electronic media, where individuals often convey messages in...

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The consumer as advocate: Self-relevance, culture, and word-of-mouth

Cited by 190 publications

References 12 publications

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Brand love and positive word of mouth: the moderating effects of experience and price

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

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