The Emergence of Electronic Word-of-Mouth as a Marketing Channel for the Digital Marketplace

Sharma, Ravi; Morales-Arroyo, Miguel A.; Pandey, Tushar

doi:10.28945/1695

Cited by 12 publications

(9 citation statements)

References 41 publications

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“…Thus, it will help researchers to advance the knowledge and understanding of consumer behaviour online. Marketers can use this study to develop better marketing strategies to influence information adoption, which will influence consumers purchase decisions, ultimately resulting in increased sales [33].…”

Section: Resultsmentioning

confidence: 99%

Motivations to Seek Electronic Word of Mouth Communications and Information Adoption: Development of a Conceptual Model

Doneddu

2018

Lecture Notes in Computer Science

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Electronic word of mouth (eWOM) plays an important part in our everyday life. eWOM communications have been shown to affect the adoption of information, thus affecting the information seeker's decision-making. Identifying and studying how motivations to seek eWOM affect information adoption can prove beneficial in aiding new product, services and, in general, technology strategy development and adoption. This research aims at developing a model to investigate how certain specific motivations may affect the adoption of information sought through eWOM. This paper develops a set of hypotheses to help evaluate how motivations affect the information seeker's adoption of the information sought, based on the moderating effect of gender. The paper improves on the knowledge of factors affecting information adoption and the impact of gender, and thus help advance our understanding of consumer behaviour online and information processing. Future empirical research will test the proposed hypotheses to advance our understanding of the role of motivations when seeking eWOM information.

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Section: Resultsmentioning

confidence: 99%

Motivations to Seek Electronic Word of Mouth Communications and Information Adoption: Development of a Conceptual Model

Doneddu

2018

Lecture Notes in Computer Science

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“…The shopping sites are rated higher on content quality and source credibility (Erkan and Evans, 2018). These online reviews and product information are helpful to reduce consumer uncertainty during the purchase process (Sharma et al, 2011) and capable of creating the patronising effect on retailers as well as nullifying negative information about the retailers (Chatterjee, 2001).…”

Section: Review Of Earlier Studies and Hypothesesmentioning

confidence: 99%

“…Marketing literature classifies products as search and experience goods (Sharma et al, 2011). Usage of online information sources and other consumer reviews are varying across experience goods and search products.…”

Section: Review Of Earlier Studies and Hypothesesmentioning

confidence: 99%

Sentiment analysis of consumer reviews – a comparison of organic and regular food products usage

Rajeswari

Madhavan

Venkatesakumar

et al. 2020

RAMJ

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Purpose This study aims to compare online review characteristics, review length and review sentiment score between “organic” and “regular” food products. In addition, variations in the consumer sentiment scores across the review lengths are studied. Design/methodology/approach This study fits into the descriptive research design. From Amazon’s website, the consumer product reviews are scrapped. Using the text analytical package “sentiment” in R-Studio, we computed the sentiment scores and counted the number of words in each review. The mean sentiment scores and mean review length are compared for regular and organic products using one-way ANOVA. Sentiment score variation across review length and product class is studied through factorial ANOVA. Sample reviews of ghee and honey are used to test the hypotheses. Findings The review length shows a significant difference between the regular and organic products. The mean number of words in the regular products reviews is significantly lower than the mean number of words in the organic product reviews. The regular products’ mean sentiment score is significantly lower than the mean sentiment score of organic products. The mean sentiment scores are not consistent between ghee and honey. Sentiment scores are better for organic honey and regular ghee products. For regular ghee products, longer reviews result in lower sentiment scores. For regular and organic versions of honey, longer reviews are associated with better sentiment scores. Research limitations/implications This study did not include the helpfulness of a review and the demographic data of the reviewers. Practical implications Sentiment scores’ variations across the regular and organic and product categories such as ghee and honey give a comprehensive feedback to the firms. It also indirectly communicates a brand’s evaluation by the consumers and the performance feedback for an upward extension like the organic category. Social implications Studies on organic category give feedback for environment-friendly products and consumer attitude shift towards safer products. Originality/value Very limited studies have reported the upward line extensions. The authors study the upward line extension organic and associated sentiment scores variation. The role of review length and its systematic influence on the sentiment scores, variations in the review due to the product nature (organic/regular) are unique contributions of this study.

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“…Kenyataannya, pelanggan tidak selalu butuh hubungan sosial dengan UMKM (Spenner & Freeman, 2012), bagi mereka lebih penting kemudahan transaksi. Mereka mengandalkan pemasaran dari mulut ke mulut dan peluang untuk melakukannya secara elektronik dapat dilakukan dengan memanfaatkan teknologi informasi (Sharma, Morales-Arroyo, & Pandey, 2011…”

Section: Pendahuluanunclassified

Penerapan Modul Penjualan Sistem ERP dan Pemasaran Daring pada UMKM UD. Sukri Dana Abadi dan Starlight Shop

Hendrawan¹,

Suryani²,

Er³

et al. 2020

SWGT

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The Emergence of Electronic Word-of-Mouth as a Marketing Channel for the Digital Marketplace

Cited by 12 publications

References 41 publications

Motivations to Seek Electronic Word of Mouth Communications and Information Adoption: Development of a Conceptual Model

Motivations to Seek Electronic Word of Mouth Communications and Information Adoption: Development of a Conceptual Model

Sentiment analysis of consumer reviews – a comparison of organic and regular food products usage

Penerapan Modul Penjualan Sistem ERP dan Pemasaran Daring pada UMKM UD. Sukri Dana Abadi dan Starlight Shop

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