The interplay of word-of-mouth and customer value on B2B sales performance in a digital platform: an expectancy value theory perspective

Mai, Enping; Liao, Ying

doi:10.1108/jbim-05-2021-0269

Cited by 24 publications

(25 citation statements)

References 69 publications

(111 reference statements)

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“…Due to their interactive nature, social media provide several benefits (Felix et al , 2017; Pandey et al , 2020; Salo, 2017). First, they allow sellers to share and exchange information with their customers; next, they let customers confront each other by exchanging views and opinions, thus, allowing the diffusion of positive e-WOM concerning the business (Mai and Liao, 2021). According to Dutot et al (2016), social media contribute to the dissemination of user-generated content, and because they are based on the interactions between stakeholders and the company, they allow interactions and content to coexist in virtual spaces.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

Olivieri

Rialti

2023

JBIM

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Purpose This paper aims to investigate small and medium enterprises’ (SMEs) adoption of social media platforms and how they integrated them within their marketing strategies during the COVID-19 outbreaks. Dynamic capabilities – observed as the interplay between sensing, seizing and reconfiguration capabilities – represent the principal theoretical framework used in this research to explain challenges in social media adoption and their effects on these businesses. Design/methodology/approach This study adopts the grounded theory approach to analyze semistructured interviews with 19 key informants from Italian SMEs belonging to diversified industries. Findings The findings of this research are summarized in a holistic framework that explores three types of capabilities (i.e. sensing, seizing and reconfiguration capabilities) and the marketing outcomes of social media adoption among SMEs. Originality/value This study attempts to unpack the specific dynamic capabilities that allowed SMEs to be successful in social media adoption during COVID-19 outbreaks.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

Olivieri

Rialti

2023

JBIM

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“…The WOM is an important form of information sharing not only for business-to-customer but also business-to-business relationships (Mai and Liao, 2022;T oth et al, 2022). The application of WOM in a businessto-business context has recently been cited as an important means of boosting suppliers' sales performance (Mai and Liao, 2022). In this regard, the current study focuses on the role of WOM in increasing the participation of SME suppliers in public procurement opportunities.…”

Section: Wom and Sme Supplier Participation In Public Procurementmentioning

confidence: 99%

“…Despite this, the application of WOM in the context of public procurement is limited. The WOM is an important form of information sharing not only for business-to-customer but also business-to-business relationships (Mai and Liao, 2022; Tóth et al. , 2022).…”

Section: Review Of Literature and Hypotheses Developmentmentioning

confidence: 99%

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Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Ismail

Changalima

2022

MANM

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PurposeOver time, the concept of word of mouth (WOM) has spread beyond marketing into other disciplines. This is because WOM is important in decision-making at both the individual and organisational levels. Also, people are more likely to trust recommendations from their peers than those from companies. Therefore, the purpose of this study is to investigate the perceived usefulness of WOM messages for small and medium-sized enterprise (SME) suppliers in participating in Tanzanian public procurement opportunities.Design/methodology/approachThe study collected cross-sectional data from 214 SME suppliers who supply common use items to public procuring organisations in Dodoma City, Tanzania. Structural equation modelling was used to test the direct relationships between study variables, and Hayes' PROCESS macro was used to test for the indirect effect of WOM message delivery on WOM attributes and the perceived usefulness of WOM.FindingsWOM attributes that include expertise differential, perceptual homophily, and trustworthiness are related to the perceived usefulness of WOM. Also, WOM message delivery mediates the relationship between the WOM attributes and the perceived usefulness of WOM in enhancing public procurement participation. Therefore, the study's findings revealed that WOM is applicable in the public procurement context, under which public buyers act as senders and suppliers act as receivers. The latter finds out about public procurement opportunities and responds to them, while the former gives suppliers whatever information they need to respond to public procurement tenders that have been advertised.Research limitations/implicationsBecause the study was cross-sectional, it was difficult to determine whether the opinions gathered over time remained consistent. Furthermore, only suppliers who are parties to framework contracts under Government Procurement Services Agency were included in the study. Therefore, the sample was limited to only suppliers supplying common use items to various public organisations in Dodoma City, Tanzania.Originality/valueThis paper integrates the concept of WOM from the marketing discipline and public procurement. As a result, the study adds to the understanding of the use of information transmission in terms of the contribution of WOM messages from public buyers to suppliers to enhance small and medium enterprises' participation in public procurement opportunities.

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“…Recently, loyalty research has started to focus on the effects of loyalty, otherwise known as “loyalty outcomes.” Scholars concur that such outcomes include word of mouth (i.e. any positive communication by SP’s customers regarding its services with an intention to recommend (Mai and Liao, 2021), willingness to pay premium prices [i.e. the customer’s intention to buy the services from their preferred SP even at higher prices than its competitors (Mohan et al , 2021)] and share-of-wallet [i.e.…”

Section: Studymentioning

confidence: 99%

Multi-homing in B2B services: a psychological perspective

Manchanda

Deb

2022

JBIM

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Purpose Extant literature on business-to-business (B2B) has largely ignored studying multi-homing through a psychological lens. This paper aims to outline the results of three constituent studies, which were designed to reveal potential differences in multi-homers’ versus single-homers’ loyalty behaviors in a B2B and supply chain management (SCM) setting; identify factors that differentiate single-homers and multi-homers in these settings; and examine the relevance and effect of perceived risk on multi-homing behaviors. Design/methodology/approach In Studies 1 and 2, the authors used a questionnaire-based survey to capture the perceptions of 503 and 458 SCM experts, respectively. They then deployed AMOS v.21 to perform structural equation modeling. In Study 3, the authors used a mixed-methods approach to interview 18 SCM experts and then applied these insights to a survey with 242 SCM experts. Findings Study 1 reveals that multi-homers’ loyalty toward their preferred SP has a weaker effect on willingness to pay premium prices and share-of-wallet than single-homers’ loyalty. Study 2 establishes that several attitudinal factors distinguish multi-homers from single-homers in a loyalty framework. Study 3 concludes that perceived risk dimensions promote multi-homing intention, which in turn promotes multi-homing behavior. Originality/value Through empirical investigation, the present research succeeds in establishing that multi-homing is a concern for SPs, deciphering the attitudinal factors that distinguish multi-homers and single-homers in a loyalty framework, and confirming the influence of perceived risk dimensions on multi-homing. Thus, the study has several theoretical and practical implications for B2B services in emerging economies.

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The interplay of word-of-mouth and customer value on B2B sales performance in a digital platform: an expectancy value theory perspective

Cited by 24 publications

References 69 publications

Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Multi-homing in B2B services: a psychological perspective

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