• Title/Summary/Keyword: 구전 메시지

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Effects of Message Polarity and Type on Word of Mouth through SNS (Social Network Service) (메시지 방향성과 유형이 SNS 구전에 미치는 영향)

  • Lee, Ju-Yang;Jang, Phil-Sik
    • Journal of Digital Convergence
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    • v.11 no.6
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    • pp.129-135
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    • 2013
  • With the increasing use of the SNS, WOM(Word of Mouth) has become an even more powerful and useful resource for consumers and marketers. In this paper, we investigated the effects of message polarity (positive, neutral, negative) and type (factual, evaluative) on WOM through SNS (twitter). A total of 13.4 million twitter messages were collected and 1.0 million retweeted messages were analyzed. The results showed that message orientation, type, URL and hashtag have a significant (<0.01) effect on retweet counts and the interaction between message orientation and other factors were observed. It also observed that message type, URL and hashtag have significant (0.05) relationships with retweet speed.

Modeling Consumers' WOM (Word-Of-Mouth) Behavior with Subjective Evaluation and Objective Information on High-tech Products (하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구)

  • Chung, Jaihak
    • Asia Marketing Journal
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    • v.11 no.1
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    • pp.73-92
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    • 2009
  • Consumers influence other consumers' brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders' activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation and WOM with objective information) and its influencing factors (information sources and consumer characteristics) by developing two bivariate Probit models. In order to consider the mediating effects of WOM senders' product involvement, product attitude, and their characteristics (gender and age), we develop three second-level models for the propagation of positive evaluations, of negative evaluations, and of objective information on products in an hierarchical Bayesian modeling framework. Our empirical results show that WOM senders' information choice behavior differs according to the types of information sources. The effects of information sources on WOM activities differ according to the types of WOM messages (subjective evaluation (positive or negative) and objective information). Therefore, our study concludes that WOM activities can be partially managed with effective communication plans influencing on consumers' WOM message choice behavior. The empirical results provide some guidelines for consumers' propagation of information on products companies want.

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The Effects of a Company's Response Type Strategy due to New Product Failure on Consumers' Negative WOMs : The Moderating Roles of both Cause-related Marketing Activity and Message Strategy (신제품 실패에 따른 기업의 대응유형전략이 소비자의 부정적 구전에 미치는 영향: 공익연계 마케팅 활동여부와 메시지전략의 조절역할)

  • Yun, Hui Kyung;Choi, Young Min;Bae, Sang Wook
    • Journal of Korea Society of Industrial Information Systems
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    • v.23 no.2
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    • pp.93-107
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    • 2018
  • The Purpose of This Study is to Investigate Consumers' Negative WOMs due to the Crisis Response Strategy that Companies Perform in Crisis Situations due to the Failure of New Products. To do This, the Crisis Scenarios and Response Strategies were Manipulated Using a Virtual Laptop Company, and then an Experiment was Performed. The Results of This Experimental Design are as Follows. First, According to The Response Type Strategies, It is Found that Apologizing rather than Denying for the Crisis Response Mitigates the Negative WOMs more. Second, It is Found that the Companies that have Engaged in Cause-Related Marketing Activities before the Crisis Caused by New Product Failure Mitigate Consumers' Negative WOMs more than those which have not. Third, It is Shown that the Message Strategy of the Firm does not Affect Consumers' Negative WOMs. Fourth, the Interaction between the Response Type Strategy and the Cause-Related Marketing Activities are Found to Exist, but the Interaction Between The Response Type Strategy and the Message Strategy does not Appear.

The Moderating Effect of Characteristics of Message and SNS on the Relationship between the Direction of WOM and Consumer Attitude (구전정보방향성과 소비자태도와의 관계에 대한 메시지특성과 SNS특성의 조절효과)

  • Kim, Sung-Soo;Ahn, Tony Donghui
    • Journal of Digital Convergence
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    • v.14 no.6
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    • pp.177-186
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    • 2016
  • This study aims to explore the effect of characteristics of eWOM(Word-of-mouth) on consumer attitude in SNS(Social Network Service). The characteristics of WOM were classified into characteristics of message (polarity, verifiability, consensus) and characteristics of SNS (social presence, interaction). Data of 554 samples were collected from the university students of SNS users. The key results showed that the polarity of the WOM has a strong positive effect on consumer's attitude, and the degree of verifiability and consensus has a moderating effect on the polarity-attitude relationship. On the contrary, characteristics of SNS such as social presence and interaction have a direct effect on consumer attitude and have no significant moderating effect on the polarity-attitude relationship. This study provides an academic enhancement in the research of the relationship between the characteristics of WOM and consumer's attitude in the SNS environment. Practical implications are also drawn from these findings.

The Viral Effect of Online Social Network on New Products Promotion: Investigating Information Diffusion on Twitter (신제품 프로모션에 대한 온라인 소셜네트워크의 구전효과 분석 : 트위터의 정보전달과정을 중심으로)

  • Kim, Hyung-Jin;Son, In-Soo;Lee, Dong-Won
    • Journal of Intelligence and Information Systems
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    • v.18 no.2
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    • pp.107-130
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    • 2012
  • In Twitter, a user can post a message below 140 characters on his/her account, and can also repost a message of other users who the user follows. The message posted by the user in turn can be seen and reposted by other users who follow the user, which is called Re-tweet (RT). While some messages spread widely, other messages have relatively less or no RT. What factors cause these quantity variances of RT originated from original messages? How can the messages become influential in online social networks? As an effort to answer the above questions, we focused on information vividness, message characteristics, and originator characteristics. In perspective of managerial implication, we expect that the findings of this paper will provide corporations with helpful insight on the Word-of-Mouth (WOM) effect for efficient and effective advertisements and communications when they send a message of new products or services through Social Network Services. In perspective of academic implication, we identify the effect of contents of a message on WOM, which has been dealt with by few social network researches.

Effects of Source's Social Distance on Consumer's Responses to Corporate Facebook Page: Focusing on Moderating effects of blatant persuasive intention, normative interpersonal influence and informative interpersonal influence (정보원의 사회적 거리감에 따른 기업 페이스북 페이지에서의 광고 효과: 메시지의 노골적 설득 의도, 규범적 대인민감성, 정보적 대인민감성의 조절 효과를 중심으로)

  • Kim, Ha-Rim;Jo, Chang-Hwan
    • (The) Korean Journal of Advertising
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    • v.25 no.5
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    • pp.7-42
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    • 2014
  • This study is designed to examine the effects of information source's social distance on message attitude and online word-of-mouth intention (e-WOM). It also examined the moderation effects of blatant persuasive intention of message, the normative interpersonal influences, and the informative interpersonal influences on the relationship between social distance and advertising effectiveness. This study employed an experiment: 2(far/near social distance far/near) ${\times}2$(high/low blatant persuasive intention of message) ${\times}$(high/low normative interpersonal influences) ${\times}2$(high/low informative interpersonal influences). The results of this study are as follows. First, closer social distance led to more positive message attitude and higher online word-of-mouth intention. Second, when blatant persuasive intention of message is low, the effects of social distance on message attitude and WOM intention were more noticeable while those effects were less significant for high blatant persuasive intention of message. Third, there were no interaction effects of social distance and normative interpersonal influences on advertising effectiveness. Fourth, the effects of social distance on message attitude and WOM intention were more significant for high informative interpersonal influences than for low informative interpersonal influences. Implications of study findings are provided for strategic use of corporate Facebook page to generate positive consumer responses.

Effects of FIN-TECH use motivation on User Attitude and Word Of Mouth Intention: Focus on a Innovation Resistance Tendency and Type of Message (Rational, Emotional) (핀테크 이용 동기에 따른 이용자 태도와 구전의도의 관계 - 혁신저항과 메시지 유형의 조절효과 -)

  • Seol, Sang-Cheol;Jung, Sung-Gwang;Choi, Woo-Young
    • Management & Information Systems Review
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    • v.36 no.5
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    • pp.195-222
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    • 2017
  • Today's economy is becoming more and more convergence between different industries as the demarcation of the boundaries of all areas is leading to innovations such as mobile and social network services. So Fin-tech is a new technology that can combine the advantages of mobile and Internet with the technology revolution to easily handle financial and IT tasks. This Fin-tech is a compound word of finance and technology. The purpose of this study is to investigate the overall structural relationship between Fin-Tech use motivation (usefulness, enjoyment) on user attitude and word of mouth intention. In addition, we investigated how FinTech use motivation, user attitude, and word of mouth intention change according to innovation resistance tendency. And, we examined how the motivation, user attitude, and word of mouth intention of FinTech change according to the message type (rational and emotional). The main results of this study are as follows. First, the usefulness and enjoyment of motivation for using FinTech have a positive effect on user attitude, and user attitude also has a positive effect on word of mouse intention. Second, the relationship between FinTech use motivation, user attitude, and word of mouth intention was found to difference according to consumers' innovation resistance. Third, it was found that the relationship between FinTech use motivation, user attitude, and word of mouth intention differs according to type of message (rational, emotional). At the conclusion of the study, the summary of the research results, implications and limitations, and future research direction are described.

The Influence of Customer's Multidimensional Evaluation in Online Review :Focused on Apparel Products (온라인상에서의 다차원적인 사용후기의 영향에 관한 연구 : 의류제품을 중심으로)

  • Suh, Mun-Shik;Ahn, Jin-Woo;Lee, Ji-Eun;Park, Sun-Kyung
    • The Journal of the Korea Contents Association
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    • v.9 no.8
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    • pp.255-271
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    • 2009
  • Since consumers have difficulty in acquiring information related to products in online, they are apt to use WOM(word-of-mouth). It seems to be more popular and acceptable methods to acquire information about products sold in online. In other words, consumers who visit the Internet shopping-mall can not make a purchase-decision immediately because they have no sufficient knowledge about products. To solve this problem, consumers make use of the service called "online review". The objective of this study is to verify how these reviews can influence attitude toward the message, product and several buying behaviors in the online. In particular, this study focus on the message's sidedness(positive or negative) and objectivity(objective or subjective), because it is expected that consumers are likely to behave differently according to the characteristics of online reviews. Thus, to measure consumer's attitude and buying behavior, this study was examined by 4 types of messages. The results of this study are as follows: First, in the positive-objective message, the message attitude has a stronger effect on purchase intention than other outcomes. Second, in the positive-subjective message, the message attitude has a stronger effect on revisiting intention than others. Third, in the negative-objective message, the message attitude has a stronger effect on purchase intention than others. Hence, it is said that online shopping-mall managers need to understand the effects of multidimensional online review.

Factor Analysis of Word-of-Mouth Information Acceptance about International Tourism Service through Social Media (소셜 미디어를 통한 국제관광 서비스 구전정보의 수용요인에 대한 실증분석)

  • Zhang, Zhe;Kim, Hag-Min
    • International Commerce and Information Review
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    • v.15 no.4
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    • pp.391-418
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    • 2013
  • The development of web 2.0 technologies created the popularization of social media. People use social media for information communication with many purposes. Under such an environment, this paper examines the acceptance of word-of-mouth information dissemination through social media. The determinants of acceptance and the effect of acceptance on purchase intention as the result of information on social media pertaining to overseas tourism are researched in detail. The consumer choice for international travel involves a decision making with high uncertainty and thus people are using the word of mouth information strongly. Empirical analysis using SPSS, AMOS analysis software was performed on sample data consisting of 385 collected surveys. This paper shows the neutrality of eWOM, the professionalism of senders, and that the practicability of eWOM significantly affects the acceptance of the information. In addition, the acceptance of eWOM information has a significant effect on the spread of eWOM and customers' purchase intention. The paper shows that the practicability of information and the professionalism of word-of-mouth information should be improved.

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Antecedents and Consequences of Attitude toward Femvertising (펨버타이징 광고 태도의 선행요인 및 결과 연구)

  • Um, Namhyun
    • The Journal of the Korea Contents Association
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    • v.21 no.1
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    • pp.66-74
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    • 2021
  • As femvertising has raised a great deal of attentions in Korea and abroad, femvertising which focuses on women's equality and empowerment has also brought much pubic attentions. Despite of much attentions, research on femvertising has been scarce. Thus, this study is designed to examine antecedents and consequences of attitude toward femvertising. For antecedents, this study proposes perceived congruence and perceived authenticity; as consequences, it proposes attitude toward brand, purchase intention, and e-word-of-mouth intention. A total of 278 college students participated in the study in return for course credits. Study results suggest that both perceived congruence and perceived authenticity are positively related to attitude toward advertising. In sum, when consumers perceive that femvertising messages are congruent with the company's brand image and the ad messages are authentic, positive attitude toward ads is likely to increase. Findings also suggest that attitude toward femvertising is positively related to attitude toward brand, purchase intention, and e-word-of-mouth-intention. In the last section of this paper, we discuss theoretical and practical implications..