The Relationships among Perceived Value, Intention to Use Hashtags, eWOM, and Brand Loyalty of Air Travelers

Kim, Haeok Liz; Hyun, Sunghyup Sean

doi:10.3390/su11226523

Cited by 17 publications

(23 citation statements)

References 43 publications

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“…As self-disclosure in social media has boomed in recent years [31], many internet users share their life experience on social media, such as rating or posting a comment about a service or product, called e-WOM [32]. According to marketing research, positive e-WOM generates a positive attitude and recommendation for purchase, whereas negative e-WOM has the opposite effect [33]. Empirical human resources (HR) studies also found that employee experience leads to both positive and negative e-WOM [3], and positive (negative) e-WOM leads (or not) to recommendations of employers as employers of choice [8].…”

Section: Crowdsourced Employer Ratings and Employee Recommendations Omentioning

confidence: 99%

Employer Ratings through Crowdsourcing on Social Media: An Examination of U.S. Fortune 500 Companies

2020

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The aims of this study are to examine the effect of crowdsourced employer ratings and employee recommendations of an employer as an employer of choice, to examine which employer ratings that represent different employee value propositions can predict the overall employer rating through crowdsourcing, to examine whether the Fortune 500 ranking can also influence overall employer ratings, and to mine which keywords are popularly used when employees post a comment about the pros and cons of their employers on a crowdsourced employer branding platform. The study collected crowdsourced employer review data from Glassdoor based on 2019 Fortune 500 companies, and the results found that crowdsourced employer ratings are positively associated with “recommend to a friend,” while culture and values predominantly influence overall employer ratings. The rank of Fortune 500 has less predictive power for overall employer ratings than for other specific employer ratings, except for business outlook. The most popular keywords of Pros on Glassdoor are work–life balance and pay and benefits, whereas the most popular keywords of Cons on Glassdoor are work–life balance and upper management.

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Section: Crowdsourced Employer Ratings and Employee Recommendations Omentioning

confidence: 99%

Employer Ratings through Crowdsourcing on Social Media: An Examination of U.S. Fortune 500 Companies

2020

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“…The data analysis method in the analysis used SEM (Structural Equation Modelling) techniques with the help of AMOS 24 application software. 2019) and Kim and Hyun (2019). Variable information sharing was measured through five indicators from Chinje and Chinomona (2015).…”

Section: Discussionmentioning

confidence: 99%

Analyzing Decision-Making Factors for Using Social Media: the Role Trust and Information Sharing

Isti'anah

Suhud

Usman

2022

EJMI

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Purpose: This study is aimed at explaining the factors that influence a person to decide to use TikTok in the Jabodetabek (Jakarta-Bogor-Depok-Tangerang-Bekasi) area. This study also uses the variables of self-efficacy, utilitarian value, hedonic value, information sharing, trust, and decision-making. Design/Method/Approach: Quantitative approaches and explanatory research are used in this study. Respondents were consumers who used the TikTok application in the Jabodetabek area to determine the number of samples. The present study uses non-probability sampling and convenience sampling techniques with 252 respondents. Data collection methods used questionnaires, and data were analyzed using Exploratory Factor Analysis (EFA) and the Structural Equation Modelling (SEM) method with the help of AMOS 24. Findings: The findings of this study indicate that self-efficacy and hedonic value positively affect trust, and trust positively affects information sharing and decision-making. Nevertheless, the results of this study also explain that self-efficacy does not affect information sharing. The utilitarian value does not significantly affect trust, and information sharing does not affect decision-making. Practical Implications: Social media service providers should focus on the influence of information sharing and decision-making in the TikTok application, namely trust. One example is making efforts to improve consumer trust by protecting the personal information which consumers provide on social networking sites and developing the TikTok application as advertising for business. This study can be used as a reference for advertisers when choosing advertising media in the TikTok application because hedonic values influence trust in the TikTok application. Advertisers are advised to promote products by providing hedonic value, such as TikTok dance. Originality/Value: The use of the TikTok application is a trend that is currently popular. We tried to perform this research by using a dependent variable of decision-making that is not easy to find and is used in marketing studies. Paper type: Empirical

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“…Hashtag atau tagar dapat dimaknai sebagai sistem kurasi percakapan publik melalui kata kunci yang digunakan di situs media sosial yang memudahkan untuk menemukan postingan atau informasi dengan tema atau isian konten tertentu (Kim & Hyun, 2019). Hashtag membantu mengkategorisasikan pesan komunikasi dalam konten media sehingga memungkinkan pengguna memahami komunikasi dalam topik tertentu (Figueiredo & Jorge, 2019).…”

Section: Kata Kunci: Nilai Utilitas; Kampanye Public Relations; Inten...unclassified

“…Hashtag membantu mengkategorisasikan pesan komunikasi dalam konten media sehingga memungkinkan pengguna memahami komunikasi dalam topik tertentu (Figueiredo & Jorge, 2019). Dalam penelitian ini penggunaan hashtag di media sosial merupakan tools atau alat berkomunikasi, dimana Kim dan Hyun (2019) menjelaskan bahwa audiens komunikasi memiliki persepsi nilai tertentu ketika menggunakan media berbasis teknologi infomasi ( Kim & Hyun, 2019).…”

Section: Kata Kunci: Nilai Utilitas; Kampanye Public Relations; Inten...unclassified

Memahami Persepsi Nilai Utilitas Konsumen dan Dampaknya Terhadap Intensi Penggunaan Hashtag Dalam Kampanye Public Relations

Suryanto¹,

Kurnia²

2023

Ganaya

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Public relations campaign not only focusing on using the media, but focus on creative approaching to packing communication strategy through the social media content. In this research, specifically discussed about local brand skincare with campaign that use hashtag and utilitarian value. This research aim to understand perception of utilitarian value to intention to use hashtag public relations campaign with survey on local skincare namely NPure. Methodology that were used in this research are quantitative with purposive sampling as the technique. Population in this research are NPure consumers and set the criteria which are social media active user, following NPure social media account, and know about Npure hashtag. Be appointed 100 respondents as a represent sample. Research data are collected with online survey and analyzed using SmartPLS 3.0. Result of this research pointing that utilitarian value take positive effect to intention to use hashtag. According to the result, then NPure as a local skincare brand can use campaign #GenerasiKulitSehat and #NPure as a movement that can consistency used as in accordance influence of utilitarian value that were used by its consumers.

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The Relationships among Perceived Value, Intention to Use Hashtags, eWOM, and Brand Loyalty of Air Travelers

Cited by 17 publications

References 43 publications

Employer Ratings through Crowdsourcing on Social Media: An Examination of U.S. Fortune 500 Companies

Employer Ratings through Crowdsourcing on Social Media: An Examination of U.S. Fortune 500 Companies

Analyzing Decision-Making Factors for Using Social Media: the Role Trust and Information Sharing

Memahami Persepsi Nilai Utilitas Konsumen dan Dampaknya Terhadap Intensi Penggunaan Hashtag Dalam Kampanye Public Relations

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