Word of Mouth: A Literature Review

Kundu, Supratim; Rajan, Rajasekaran Sundara

doi:10.4172/2162-6359.1000467

Cited by 17 publications

(13 citation statements)

References 20 publications

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Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

“…Several factors were shown to affect WOM, including demographics (Kundu & Rajan, 2017), individual features, perception and motivations, involvement and mood. Satisfaction, perceived value, trust, commitment, consumers' knowledge and experiences with a product, service or firm were also shown to predict WOM (Kundu & Rajan, 2017;Le et al, 2018;Konuk, 2019). Perceived risk has often been cited as the factor driving consumers' desire to seek information before purchase (Alsulaiman et al, 2015), especially when products are difficult to evaluate and uncertainty is high (Mazzarol et al, 2007;Thorbjørnsen et al, 2015).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

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Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population

Milaković

Anić

Mihić

2020

Economic Research-Ekonomska Istraživanja

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This article addresses the issue of predicting and stimulating consumers' word of mouth communication (WOM). It contributes to the WOM literature by examining and comparing the magnitude of effects of a set of antecedents and consequences of WOM information spread and WOM information seek in one model. The data collected from consumer survey in Croatia were analysed using structural equation modelling (SEM). The results reveal that consumer innovativeness, followed by price sensitivity and attitudes towards advertising are the most important drivers of both WOM variables, whereas the effects are stronger for WOM information seek than WOM information spread. The results also indicate that WOM information seek has a four times stronger effect on buying intention than WOM information spread, which can be utilised by retailers. Accordingly, retailers should focus on WOM information seek and try to stimulate it by introducing new products in the first place, but also with frequent sales, and appealing advertising messages.

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Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population

Milaković

Anić

Mihić

2020

Economic Research-Ekonomska Istraživanja

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“…A very important range of consumer research studies on social influence was addressed to online feedback, electronic word of mouth (WOM) and product reviews [for a systematic review on WOM, see Moore and Lafreniere, 2020; Kundu and Sundara Rajan, 2017)]. However, our study is part of research that addresses the physical social presence of interpersonal influence.…”

Section: Literature Review: Position Among Previous Researchesmentioning

confidence: 99%

The impact of feedback on consumer’s emotional state in post purchase context: exploring moderating factors

Sfar

2024

IJQSS

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Purpose Emphasizing the increasing need for social presence in interpersonal interactions and the irreplaceable aspects of face-to-face communications, this study aims to explore the emotional impact of interpersonal influence on consumers after purchase. As individuals respond differently to others’ feedback (positive and negative/verbal and nonverbal), the author investigates potential moderating factors of the impact of feedback on consumer’s emotions in a postpurchase context. Design/methodology/approach A qualitative study was conducted using the method of semistructured individual interviews to collect data. The author selected a heterogeneous group of 30 consumers belonging to two categories: 13 adults (including seven women and six men) and 17 adolescents (including eight girls and nine boys). The author took into account this type of sampling in the selection of respondents, as investigating the influence of the respondent’s gender is one of the research objectives. Findings The thematic content analysis method released a set of propositions the author suggests for future validation: five moderating factors the author established from the literature review (strength of social ties, level of expertise, type of the product and consumer’s age and gender), while four factors sprang from the collected data (consumer’s level of conviction, repetition of the feedback, the feedback’s argumentation and its level of discretion). Research limitations/implications The subjectivity of the interviewees’ personal descriptions of their felt internal states affects the accuracy of their responses. In addition, the psychological aspect of the study provoked reluctance and discretion from some respondents. Further research studies could target these limitations to study each identified moderating factor separately and search for the secondary variables that tend to be linked to these factors (e.g. the expertise level is linked to personality variables, such as the perceived level of self-confidence). Furthermore, subsequent studies can go beyond the affective impact of feedback and investigate the behavioral aspect (repurchase intentions). Practical implications This study is of great importance in providing more explanations for the reasons why consumers repurchase or abandon a product. The importance of the emotional power of others’ feedback suggests that, when positioning their offers, marketers must ensure that their product has a strong chance of acceptance by consumer’s significant other. In addition, companies must argue their offers, allowing consumers to increase their knowledge about the product. Moreover, interpersonal cues and expertise level are more important competences to find in employees. Who is more than a vendor, for example, to be perceived as having a high level of expertise in his field? Social implications This study stresses the importance of face-to-face interpersonal interaction in a time when social lives are submerged by social media and virtual communications. The findings suggest that offline social power still matters, and its impact is relative to multiple factors that count for consumers. Face-to-face interaction has been viewed as the most efficient way to satisfy individuals’ social needs for connectedness. Originality/value This paper provides new insights into the impact of offline interpersonal verbal and nonverbal feedbacks. The feedback-affect process within consumers was explored, and the postpurchase context was precisely emphasized.

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“…Kolaborasi yang dimaksud adalah adanya hubungan antara konsumen dan perusahaan yang dapat terjalin baik dengan syarat bila perusahaan mampu untuk memuaskan konsumennya. Konsumen yang puas akan membagikan perasaan mereka kepada konsumen lainnya, berbagi perasaan melalui media elektronik ini yang disebut dengan E-WOM [2]. Konsep E-WOM merupakan konsep interaksi C2C atau interaksi antar konsumen dan dengan semakin berkembangnya media sosial, konsumen tidak perlu lagi menyampaikan perasaan mereka secara langsung tapi dapat dengan cara menuliskan ulasan dan review terhadap sebuah produk dan jasa sehingga dapat mempengaruhi pandangan dari calon konsumen lainnya.…”

Section: Pendahuluanunclassified

Hubungan Variabel Pemasaran Digital Terhadap Electronic Word Of Mouth (E-WOM): Sebuah Studi Literatur

Hariyanti

Trianto

Wirapraja

2020

teknika

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Pemasaran adalah bidang keilmuan yang menarik dan dilengkapi dengan aspek digital menjadikan pemasaran digital sebagai salah satu bidang keilmuan yang memiliki cakupan yang sangat besar, terlebih dengan mengaitkannya kepada keterlibatan konsumen. Pada penelitian terdahulu didapatkan variabel-variabel penelitian yang digunakan untuk mengukur kepuasan dari konsumen, maka dengan menggunakan metode penelitian studi literatur peneliti menemukan variabel-variabel yang dianggap dapat digunakan untuk mengukur persepsi konsumen dari sisi kualitas website, kepuasan dan keinginan konsumen untuk berbagi dengan konsumen lainnya, dengan memanfaatkan literatur ilmiah antara rentang waktu tahun 2015-2020. Hasil pemetaan literatur yang dilakukan didapatkan hasil bahwa variabel yang secara umum digunakan dalam penelitian pemasaran digital adalah kualitas website untuk mengukur kehandalan dari situs, kepuasan konsumen yang diungkapkan secara elektronik (e-satisfaction), kualitas informasi yang diberikan oleh situs dan keinginan konsumen untuk berbagi pengalaman pengunaannya kepada konsumen lain (E-WOM). Selain variabel didapatkan pula metode yang sering digunakan dalam penelitian pemasaran digital adalah menggunakan metode kuantitatif dengan pendekatan Structural Equation Modelling (SEM).

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Word of Mouth: A Literature Review

Cited by 17 publications

References 20 publications

Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population

Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population

The impact of feedback on consumer’s emotional state in post purchase context: exploring moderating factors

Hubungan Variabel Pemasaran Digital Terhadap Electronic Word Of Mouth (E-WOM): Sebuah Studi Literatur

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