Word of Mouth: A Literature Review

Kundu, Supratim; Rajan, C. R.

doi:10.2139/ssrn.2973022

Cited by 15 publications

(15 citation statements)

References 34 publications

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“…Prior literature testified that price promotion had a positive influence on word of mouth (Cengiz & Yayla, 2007;Kundu & Rajan, 2016;Mohammadian & Habibi, 2012). Similarly, Amini et al (2012) confirmed that price promotions had positive effects on repeat purchases and brand image.…”

Section: Price Promotionmentioning

confidence: 99%

Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth

Hanaysha

2021

Business Perspectives and Research

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The purpose of this article was to test the effects of social media marketing, corporate social responsibility, and price promotion on word of mouth in the fast-food industry. Only a few scholars tested the mutual effect of the selected factors on word of mouth for global fast-food brands, mainly in the Asian region. The data were gathered from several fast-food restaurants’ visitors at different spots in east coast Malaysia through a survey tool. All of the filled questionnaires were analyzed using partial least square method. The analysis revealed that corporate social responsibility and social media marketing have a significant positive impact on consumers’ word of mouth. The findings also established that price promotion has a significant positive impact on word of mouth. These results enrich our understandings with regards to the importance of these marketing strategies in shaping word of mouth for fast-food restaurants in Malaysia.

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Section: Price Promotionmentioning

confidence: 99%

Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth

Hanaysha

2021

Business Perspectives and Research

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“…A study pointed out social ties play a different role in consumer decision making in different communication contexts [44]. The strong ties information are more influential in consumer decision making than that from weak ties in the context of offline word of mouth (WOM) communications or C2C interaction [45]. Real interpersonal relationships among members are likely to be stronger and more stable than those virtual relationships among members in online communities.…”

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

Modeling the Role of C2C Information Quality on Purchase Decision in Facebook

Haque

Mahmud

Sharif

et al. 2018

Lecture Notes in Computer Science

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A market which provides an innovative way to allow customers to interact with each other called Customer-to-customer (C2C) market. In C2C communications, online communities play an important role in decision making to buy a product. This investigation develops a research model for online communities of Facebook commerce (F-Commerce) in Bangladesh region, which is based on Information Adoption Model (IAM). This study exhibits a model to influences of C2C communication on Bangladeshi consumers' purchase decision in the online communities of F-Commerce. The proposed model used the Partial Least Squares (PLS) technique to test 120 effective survey data. This survey data has been taken from the Bangladesh Facebook users and strongly involved in product buy-sell at F-Commerce. The analyzed results show that Argument Quality (AQ), Source Credibility (SC) and Tie Strength (TS) positively influence Purchase Decision (PD) through Product Usefulness Evaluation (PUE). In addition, Tie Strength exhibits difference effect on Product Usefulness Evaluation between the contexts of consumers communicating with virtual consumers relationships. Theoretical and executive implications are discussed for constructing our proposed model.

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“…Information from word of mouth is an important message about the company's products or services in the form of "consumer talk" conveyed to other consumers (Kundu & Rajan, 2017). The quality of products, services, honesty and other things that are felt and experienced by consumers are then conveyed to others.…”

Section: E-wom (Electronic Word Of Mouth)mentioning

confidence: 99%

Application of The TPB Model in Analysising the Consumption Behavior Intentions of Organic Halal Food

Istiasih

Irmayanti

Afandi

et al. 2022

IJHESS

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The current research is mostly focused on behavioural intentions using the TPB (Theory of Planned Behaviour) model with an understanding of attitude factors. subjective norms, and perceived behavioural control (PBC). A behavioural intention is on organic halal food from the theory of planned behaviour and e-WOM as additional factors for consumers in Kediri, East Java. This study further explains the role of price as a moderating variable for the behavioural intention of organic halal food. A total of 195 responses from respondents and using confirmatory factor analysis for validation and the results were analyzed using structural equation modelling. Attitudes, subjective norms and e-WOM were found to be significant predictors of behavioural intentions of organic halal food. The findings show that price positively moderates the relationship between attitudes, subjective norms, e-WOM and behavioural intentions of organic halal food. Perceived behavioural control was found to have a weak influence on behavioural intention of organic halal food and there was a non-significant interaction between price moderation with perceived behavioural control and behavioural intention of organic halal food. This research theoretically contributes to the literature by introducing the moderating role of price. The results show that price interactions increase the effect of most of the predictors. This study provides an understanding of the consumer's perspective on consumer intentions to behave in consuming organic halal food which will help stakeholders, such as marketers, retailers, and producers, to achieve marketing strategies for the development of this organic halal food further.

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Word of Mouth: A Literature Review

Cited by 15 publications

References 34 publications

Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth

Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth

Modeling the Role of C2C Information Quality on Purchase Decision in Facebook

Application of The TPB Model in Analysising the Consumption Behavior Intentions of Organic Halal Food

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