The Influence of Electronic Word of Mouth via Social Networking Sites on the Socialization of College-Aged Consumers

Jorgensen, Jennifer Johnson; Ha, Young Won

doi:10.1080/15252019.2018.1533500

Cited by 16 publications

(8 citation statements)

References 63 publications

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“…Meanwhile, Adam and Gunarto (2021) revealed social media has an impact on private university choice in Palembang City, Indonesia. Such results have also been concluded in an empirical study by Jorgensen and Ha (2019) in the United States of America.…”

Section: Electronic Word Of Mouth (Ewom)supporting

confidence: 76%

Private HEI’s Characteristics and Marketing Impact on Students’ Enrollment Decisions

Ali,

Ismail,

Singh

et al. 2023

The European Proceedings of Social and Behavioural Sciences

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The primary objectives of this analysis are divided into two, first is to determine the relationship between PHEI's Characteristics which are academic programs, tuition fees, reputation, location, employment opportunities, external factors which are electronic word of mouth (EWOM) and word of mouth (WOM) as independent variables towards students' decision-making as the dependent variable to enrol at a private HEI in Malaysia. Secondly is to find out the significant factor influencing students' decision to register at private HEI.The Theory of Reason and Action (TRA) was the guiding theory used in this study for EWOM and WOM, and the Theory of Planned Behavior (TPB) was used for the characteristics of private HEI, such as academic programs, tuition fees, reputation, location, and employment opportunities. A quantitative and stratified sampling method were applied in this research. Four hundred and fifty (450) questionnaires were distributed on a recommended sample for undergraduate students from 6 selected private HEIs with university status in Kuala Lumpur and Selangor. IBM SPPS (version 23) was used to analyze the data to test the hypotheses. After deleting the outlier, only 409 cases were held for research in this research. The researcher's conclusions resulted in a significant influence of academic programs, tuition fees, reputation, location, employment opportunities, and EWOM towards students' decision-making to enrol in a private HEI. Thus, all hypotheses proposed are significant. This paper addresses an interesting issue related to the factors of Private HEIs' characteristics and marketing channel influence students' decision-making to enrol.

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Section: Electronic Word Of Mouth (Ewom)supporting

confidence: 76%

Private HEI’s Characteristics and Marketing Impact on Students’ Enrollment Decisions

Ali,

Ismail,

Singh

et al. 2023

The European Proceedings of Social and Behavioural Sciences

View full text Add to dashboard Cite

show abstract

“…The informative dimension refers to the acceptance of information or advice from people who are not known by the subject but who can be considered reliable models of the reality, prior to making decisions (Burnkrant and Cousineau, 1975). Recent research in the technological domain recognises the moderating effect of susceptibility to interpersonal informational influence (Nabi et al, 2019;Jorgensen and Ha, 2019). Therefore, we state the following hypothesis: H2 Framing the opt-in question (during an app's installation) with an emphasis on social influence, rather than asking a simple opt-in question, would increase the likelihood of a user accepting the push notifications.…”

Section: Framing the Opt-in Request With An Emphasis In Social Benefitsmentioning

confidence: 99%

Enabling Smartphone Push Notifications: The Effect of a Framed Opt-in Request

Gavilán¹,

Avello²

2024

IJMC

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The use of push notifications is one of the most relevant strategies to proactively communicate with a user from within various apps. Europe has adopted an opt-in requirement wherein users have to explicitly express that they agree to receive push notifications from apps. This paper examines the influence of two different approaches for framing this opt-in request: focusing on the experiential value the user would eventually receive through the information provided by the notifications (moderated by the personal involvement with the app) and focusing on the social proof aspect, i.e., the behaviour of the majority of the app users (moderated by the user's susceptibility to interpersonal influence). The results indicate that improving the quality of the information provided to the user help firms attain higher levels of user participation. This research deepens the understanding of the consumer's decision process in the context of mobile advertising.

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“…The perception and use of social media are also related to the social influence of peers on Instagram, and normative beliefs have been found to impact purchase intention (Copeland and Zhao 2020). Overall, purchase decisions can be influenced by information posted and electronic word-of-mouth on social media (Shang et al 2017;Johnson Jorgensen and Ha 2019).…”

Section: Literature On Social Mediamentioning

confidence: 99%

Motivations to Collect: How Consumers Are Socialized to Build Product Collections

Johnson Jorgensen,

Sorensen,

Spilinek

2023

Social Sciences

Self Cite

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Most people have collected products at some point in their lives; however, little is known about how people are socialized to collect. This mixed methods study recruited 213 participants to explain and explore the influences of family, friends, romantic partners, and online social media on the continued intention to build product collections. Qualitative findings revealed a clear pattern of familial influences when participants shared how their collections started. When starting collections, participants acquired products through either personal interest in the products or receiving gifts from family members. However, quantitative results indicate that friends, romantic partners, and social media have a greater influence after the product collection has started. The results and findings of this study also guide an adaptation of the consumer socialization theory.

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The Influence of Electronic Word of Mouth via Social Networking Sites on the Socialization of College-Aged Consumers

Cited by 16 publications

References 63 publications

Private HEI’s Characteristics and Marketing Impact on Students’ Enrollment Decisions

Private HEI’s Characteristics and Marketing Impact on Students’ Enrollment Decisions

Enabling Smartphone Push Notifications: The Effect of a Framed Opt-in Request

Motivations to Collect: How Consumers Are Socialized to Build Product Collections

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