Search results for "Word of Mouth"
showing 10 items of 63 documents
Unlocking behaviors of long-term service consumers : the role of action inertia
2017
Purpose The purpose of this paper is to examine the antecedents of word-of-mouth (WOM) in long-term service settings. Specifically, the authors examine the moderating role of action inertia in the relationships between satisfaction and repatronage intention, satisfaction and WOM, and repatronage intention and WOM. Design/methodology/approach The proposed model was empirically tested using survey data from 1,385 telecommunications service subscribers. The data were analyzed using partial least squares path modeling. Findings Results suggest that a positive link between repatronage intention and WOM, hereto a neglected relationship in the marketing literature, in contrast to previous literat…
The impact of service bundles on the mechanism through which functional value and price value affect WOM intent
2017
Purpose The purpose of this paper is to contribute toward the current limited understanding of service bundles by investigating how purchasers of combined product-service bundles (bundle customers) differ from those purchasing a product and associated service separately (non-bundle customers). Design/methodology/approach The hypothesized effects were tested on a representative sample of mobile phone subscribers in Finland, through a multi-group moderated analysis using variance-based structural equation modeling. Findings While functional value had a stronger effect on attitude for bundle customers, price value is a stronger determinant of attitude for non-bundle customers. There was no di…
Measuring consumer brand engagement on social media with annoyance as a moderator
2017
Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet the amount of research on its antecedents and outcomes is limited. Besides academics, it has also gained traction among practitioners who have started to experiment with new methods to engage consumers with their brands. Most of these marketing efforts have started to take place in social media, as the number of consumers who can be reached with services such as Facebook, Instagram or YouTube is increasing exponentially. While the corporate investments in social media are increasing, many marketing practitioners have trouble reaching the positive outcomes of consumer brand engagement suggested…
Which has more influence on perception of pseudo-therapies: the media’s information, friends or acquaintances opinion, or educational background?
2019
This study analyses the discourses of Education and Journalism students in order to understand their perception of complementary and alternative therapies. Likewise, to know if educational background or friends or acquaintances opinion has a more considerable influence on their knowledge and use of these socially controversial techniques than the media. This study uses qualitative research methods based upon 12 discussion groups with 102 participants. Once transcriptions were completed, discourse analysis was conducted using linguistic corpus software (T-LAB. 9.1.). In the design of the research, these students were selected for their social involvement in their future careers, such as when…
Sociālo līdzekļu ietekme uz paterētāju uzvedību (uz veikala Zara Instagrama piemēra)
2020
Uzņēmumiem, kas integrē stratēģisko pieeju sociālo mediju izmantošanai, būs priekšrocības salīdzinājumā ar tiem, kas to nedara. Novērtējot sociālo mediju ietekmi uz zīmolu un mārketinga pieejām, esošās literatūras izpēte par sociālo mediju lietošanu un zīmola uztveri var palīdzēt identificēt jaunas un veiksmīgas stratēģijas patērētāju iesaistes uzlabošanai, izmantojot sociālos medijus. Šī bakalaura darba autore apraksta sociālo mediju, it īpaši Instagram, ietekmi uz Zara zīmola patērētāju uzvedību. Promocijas darba mērķis ir pārbaudīt uzņēmuma Zara Instagram profila ietekmi uz klientu uzvedību. Rezultāti liecina, ka reklāmu, atsauksmju, ziņu ticamība vietnē Instagram ir augsta, salīdzinot a…
The Effect of Negative Electronic Word of Mouth on Switching Intentions: A Social Interaction Utility Approach
2016
The aim of this chapter is to gain insight on negative eWom about brands from a sender perspective, taking into account individual and social factors. We develop and test a conceptual model using a sample of 302 Spanish active users of social networks who have complained online in 2013. This study provides several theoretical implications. Firstly, using the Social Interaction Utility framework, we analyse the influence of social motivations on negative eWom. Our results show that social motivations are the primary antecedents leading consumers to communicate their negative experiences to other consumers. Successful network sites should identify the effect of social motivations and manage t…
The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps
2020
This paper examines consumers&rsquo
Il linguaggio della rete. Il Modello delle Categorie Linguistiche e i contesti del Web 2.0
2014
Obiettivo del presente contributo è stato di analizzare gli stili comunicativi all'interno dei nuovi contesti del Web 2.0, mediante l'utilizzo del Modello delle categorie linguistiche. I risultati hanno evidenziato come strumenti diversi (blog, Facebook, Twitter) orientino e condizionino la comunicazione in modo differente, ed inoltre come il grado di astrazione linguistica sia scarsamente in relazione con la capacità di generare repliche e condivisioni per ogni messaggio.
Does social climate influence positive eWOM? A study of heavy-users of online communities.
2018
Abstract This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the interactions between the social climate of a website and Interpersonal Influences in PeWOM. 262 Spanish heavy-users of online communities were selected and the data analysed using partial least squares equation modelling. Overall, the model explains 59% of the variance of PeWOM on online communities. Findings reveal that interaction with other members of the online community (Social Presenc…
Understanding moderating effects in increasing share-of-wallet and word-of-mouth : A case study of Lidl grocery retailer
2018
This study examines how five moderating variables (the length of the customer relationship, following a company in print media and on social media, remembering online advertisements, and the customer’s age) affect the relationships between perceived value and loyalty and satisfaction and loyalty in the grocery retailing sector. A series of hypotheses were developed and tested with a sample of 2,072 discount retailer customers in Finland. The results support all the direct effects hypotheses and show that perceived value and satisfaction both have a positive effect on loyalty, measured as a share of wallet and word of mouth and that the effect of perceived value tends to be stronger in the s…