The evolution of social media and its impact on organizations and leaders

Deans, P. Candace; Tretola, Betsy

doi:10.1080/10919392.2018.1484597

Cited by 9 publications

(2 citation statements)

References 60 publications

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“…Compared to traditional word of mouth, online product reviews reach far beyond because they can be globally accessed online via the Internet by all local community networks (Cheung et al, 2012;Li et al, 2013). The Internet has introduced popular methods for reviewing products, including online review forums, discussion groups and platforms such as social media (Babi c et al, 2016;Bhatti et al, 2021;Candace and Miller, 2018). One social media platform that can be used to gain information about products is YouTube.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Credibility of Youtube product reviews and customers' product return intention: a product fit uncertainty perspective

Nugroho

Wang

2023

ITP

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PurposeThis research aims to examine the factors that influence customers' product return intentions and proposes that YouTube product reviews can mitigate customers' desire to return a product.Design/methodology/approachThe proposed theoretical research model and hypothesized relationship were investigated using a quantitative process. This study used 302 data from Indonesian young adult respondents to examine the structural model, which was analyzed using the SmartPLS 3.2 software package.FindingsThe results show that YouTube product reviews, product fit uncertainty and customer satisfaction are the key determinants of customers' product return intention. Furthermore, the results show that the credibility of YouTube product reviews has a major impact on customers' familiarity with a product, satisfaction and the likelihood of returning goods to sellers.Practical implicationsIn the e-commerce industry, increasing the use of YouTube product reviews will help businesses eliminate unnecessary product returns. Sellers are also encouraged to collaborate with YouTube producers to review specific products, which can benefit companies by raising brand awareness and gaining customer feedback. Furthermore, YouTube online product reviews can help consumers avoid having an unpleasant shopping experience that causes emotional reactions and lowers satisfaction.Originality/valueMost research has not considered antecedents in observing the product return phenomenon; this study observes a prerequisite of consumer product returns (i.e. information asymmetry and product familiarity) and investigates the relationships between YouTube product reviews, customer satisfaction and product return intention.

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Section: Theoretical Backgroundmentioning

confidence: 99%

“…The Internet has introduced popular methods for reviewing products, including online review forums, discussion groups and platforms such as social media (Babić et al ., 2016; Bhatti et al. , 2021; Candace and Miller, 2018). One social media platform that can be used to gain information about products is YouTube.…”

Section: Theoretical Backgroundmentioning

confidence: 99%