The effect of eWOM on brand attitude and purchase intention of consumers: a cross-sectional study on consumer electronics

Kudeshia, Chetna; Mittal, Arun

doi:10.1504/ijima.2016.080162

Cited by 15 publications

(11 citation statements)

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“…. This finding supports the research results in the literature (Hennig-Thurau,2004;Huang, Cai, Tsang, and Zhou, 2011;Kudeshia and Mittal, 2016;Carroll and Ahuvia, 2006;Batra, Ahuvia, and Bagozzi, 2012;Wallace, Buil, and De Chernatony, 2014).…”

Section: Discussing the Findings With The Literaturesupporting

confidence: 92%

Metaverse dünyasında marka aşkını etkileyen faktörler ve marka aşkının, ağızdan ağıza pazarlamaya etkisi

Çelikkol

2022

tujom

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Metaverse Dünyası son yıllarda en fazla tartışılan ve dikkatleri üzerine çeken bir kavram olarak karşımıza çıkmaktadır. Metaverse’te yer almak isteyen işletmeler, rekabete hazır olabilmek adına markalaşma süreçlerine özen göstermekte; marka güveni ve marka imajı yaratarak, tüketicilerin marka aşkı duymalarını sağlamaya çalışmaktadır. Bu bağlamda, marka aşkının ağızdan ağıza pazarlamayı olumlu yönde etkilemesiyle işletmeler karlılığa giden yolda şanslarını arttırmaktadır. Bu çalışmada Metaverse dünyasında yer alan uluslararası bir spor giyim markasının müşterilerine çevrimiçi anket çalışması uygulanmıştır. Bu çalışmada Metaverse dünyasında yer alan uluslararası bir spor giyim markasının müşterilerine yönelik çevrimiçi anket çalışması uygulanmış ve 380 kişiden veri toplanmıştır. Araştırma bulgularına göre, Metaverse dünyasındaki müşterilerin, marka güveni ve markanın imajının yüksek olduğu ve bu öncüllerin müşterilerin marka aşkı duymalarını sağladığı tespit edilmiştir. Ayrıca marka aşkı duyan müşterilerin, memnuniyetlerini çevreleri ile paylaşarak ağızdan ağıza pazarlamayı arttırdıkları sonucuna ulaşılmıştır.

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Section: Discussing the Findings With The Literaturesupporting

confidence: 92%

Metaverse dünyasında marka aşkını etkileyen faktörler ve marka aşkının, ağızdan ağıza pazarlamaya etkisi

Çelikkol

2022

tujom

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“…In total, 90% of India’s Facebook users have access to it through smartphones (Newsroom, 2017). However, prior research (Kapoor et al , 2013; Jain et al , 2016; Kudeshia and Mittal, 2016) has not addressed how the PI is affected by Facebook-based eWOM of young for smartphones and what role hedonic and utilitarian attitudes play in the camaraderie of these variables. This study contributes to the literature by addressing these gaps through the lens of the stimulus organism framework.…”

Section: Introductionmentioning

confidence: 99%

Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook

Kunja

Kumar

Rao³

2021

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Purpose The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook. Design/methodology/approach The paper uses a single cross-sectional design to survey a sample of 326 young online customers present in leading smartphone brand fan pages on Facebook in India. A structured questionnaire was used to collect data and replies were recorded on a Likert scale (five-point). The data was subjected to structural equation modelling for model and hypotheses testing. Findings eWOM has a significantly positive influence on the buying intentions of the young. Both HBA and UBA partially mediate the influence of eWOM on buying intentions. Research limitations/implications The study examines only the personal-oriented functions of attitude and does not investigate the role of social dimensions of attitudes. Its scope is confined to smartphones in the consumer electronics segment and only Facebook among social networking sites. Practical implications A theoretical contribution to eWOM literature is made by studying it under the lens of S-O-R theory and functional theory of attitudes. Measurement of two different dimensions of attitude, i.e. hedonic and utilitarian, may facilitate managers to comprehend the source of variance in consumers’ decision-making behaviour in the online context. Originality/value The only study to explore brand attitude as a mediator in its multi-dimensional form, in the context of social eWOM.

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“…Businesses can encourage trust and loyalty by being open and truthful with their customers, such as by giving them precise details about product costs, availability, and delivery schedules. Social media and electronic word of mouth can provide wonderful support in CRM (Kudeshia and Mittal, 2015;Kudeshia and Mittal, 2016). Based on the discussion from the extant literature, Figure 2 has been created which specifies the various strategies based on the various categories of customers.…”

Section: Thomas Et Al (mentioning

confidence: 99%

Role of CRM in Customer Loyalty and Repeat Purchase Intention: An Analytical Study

2023

Journal of Informatics Education and Research

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Acquiring fresh customers has become more difficult than ever in the fiercely competitive business environment of today. Customer relationship management (CRM) is critical for attaining this aim; hence it is imperative for firms to concentrate on keeping their current clients. Businesses use CRM as a technique to control relationships with current and potential clients. It involves the synchronization, automation, and organization of sales, marketing, customer service, and technical support activities through the use of technology.Businesses in India are realizing the value of CRM in fostering customer loyalty and encouraging repeat purchase intention as a result of the rising need for personalized experiences and the fierce competition in nearly every sector.Businesses can develop a deeper understanding of their consumers' wants and preferences and customize their products by putting CRM techniques into practise.Additionally, CRM may strengthen customer connections by delivering personalized services, effectively addressing problems, and improving all aspects of the customer experience. In the end, this may result in greater Customer retention, a greater customer lifetime value, and enhanced corporate profitability. It is clear in this setting that CRM has turned into a vital tool for companies looking to establish a solid and devoted consumer base in India.

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The effect of eWOM on brand attitude and purchase intention of consumers: a cross-sectional study on consumer electronics

Cited by 15 publications

References 0 publications

Metaverse dünyasında marka aşkını etkileyen faktörler ve marka aşkının, ağızdan ağıza pazarlamaya etkisi

Metaverse dünyasında marka aşkını etkileyen faktörler ve marka aşkının, ağızdan ağıza pazarlamaya etkisi

Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook

Role of CRM in Customer Loyalty and Repeat Purchase Intention: An Analytical Study

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