• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.7
• /
• pp.341-348
• /
• 2021

The aim of this study is to fill gaps in emerging empirical evidence and negative electronic word of mouth (NeWOM) in repurchase intention (RI) moderated by the roles of social network sites (SNS) and company mitigation response (CMR). This type of research is descriptive. The sample used in this study is online consumers who buy energy drinks, based on the questionnaire obtained by 145 respondents. Based on the results of testing the estimation of the structural equation model, it was found that the negative variable brand experience sharing had no significant effect on NeWOM; the negative variable electronic reviews had a significant effect on the electronic word of mouth variable, the negative variable electronic reviews had a significant effect on the negative electronic variable word of mouth, the variable intensity of the use of social networking sites can strengthen the direction of the causal influence between the negative variables sharing brand experiences on negative electronic words of mouth. The variable social networking sites usage intensity can strengthen the direction of the effect of causality between negative electronic review variables on negative electronic word of mouth, the negative brand experience sharing variable does not have a significant effect on the repurchase intention variable.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.7 no.3
• /
• pp.175-187
• /
• 2011

People could be effected by other's recommendations when they are in making decision to buy something. This phenomenon was called as 'word of mouth effect' and proved to be very significant to change consumer's attitude because of a lack of information about products or services what they needed. And also there are two kinds of views about Brand communication. One is that Brand communication would be weakening due to less cost to search information. the other is that Brand communication would be strengthen because of a lack of sensibility to product. Therefore, the purpose of this study is to examine the function of online word of month and the effect of brand communication by adopting a concept of BRQ. As The results, First, Online word of mouth have significantly effected on consumer's attitude even though those information are all texts and have been suspicious if it is true or not. Second, consumer brand relationship quality have a influence on consumer's attitude. In conclusion, This study would give implications for companies to build marketing strategies.

• Journal of the Korean Society of Costume
• /
• v.65 no.6
• /
• pp.25-35
• /
• 2015

The purpose of this study is to investigate the characteristics of members and communities that have significant influence in the online fashion community through their word-of-mouth activities. In order to identify the influence and the diffusion of word-of-mouth in fashion community, the study selected one online fashion community. Then, the study sorted the online posts and comments made on fashion information and put them into the matrix form to perform social network analysis. The result of the analysis is as follows: First, the fashion community network used in the study has many active members that relay information very quickly. Average time for information diffusion is very short, taking only one or two days in most cases. Second, the influence of word-of-mouth is led by key information produced from only a few members. The number of influential members account for less than 20% of the total number of community members, which indicate high level of degree centrality. The diffusion of word-of-mouth is led by even fewer members, which represent high level of betweenness centrality, compared to the case of degree centrality. Third, component characteristic shares similar information with about 70% of all members being linked to maximize information influence and diffusion. Fourth, a node with high degree centrality and betweenness centrality shares similar interests, presenting strain effect to particular information. Specially, members with high betweenness centrality show similar interests with members of high degree centrality. The members with high betweenness centrality also help expansion of related information by actively commenting on posts. The result of this research emphasizes the necessity of creation and management of network to efficiently convey fashion information by identifying key members with high level of information influence and diffusion to enhance the outcome of online word-of-mouth.

• Journal of Smart Tourism
• /
• v.1 no.3
• /
• pp.31-44
• /
• 2021

The emergence of the digital economy and easy accessibility to Web 2.0 tools has seen an expansion of the influencer ecosystem within the travel and tourism industry. Founded on the principles of reference groups and peer reference there is a growing trend amongst industry practitioners who are now opting to move away from many of the traditional approaches used to market their products and services and are instead taking advantage of the concept of e-word-of-mouth (eWOM). Whilst there is a growing body of academic literature addressing the notion of influencer marketing, there is little understanding of influencer marketers themselves. Consequentially, this study addresses this gap in the literature through the quantitative examination of those who promote products, services, or companies by distributing eWOM through their online digital channels and presence; otherwise known as travel influencers. A quantitative research approach involving an online survey yielded 255 responses from travel influencers. The research findings indicate that those who work in this field prefer not to be awarded the label "travel influencer," focusing instead on their specific method of influencing, such as blogging and vlogging or sharing Instagram updates. The research also demonstrates how the new influencers have a strong role in generating travel urge and desire. The research contributes to the wider body of academic literature and travel industry practitioners by establishing the general profile of influencers and their increasingly specialized role in tourism and hospitality marketing.

• The Journal of Information Systems
• /
• v.21 no.3
• /
• pp.1-22
• /
• 2012

This study aims to investigate the effects of UCC parody content trait on user attitude and e-word of mouth. The conventional methods had two identified factors: UCC content factors - trust, usefulness, and information, and parody content factors - humor, satire, and mockery. It also analyzes the impacts gap in UCC attitude between a high-involvement user and a low-involvement user in UCC contents. In this study, our findings are broadly summarized as follows: first, both trust and information, of UCC content factors, showed a positive impact on UCC attitude; second, both humor and satire, of parody content factors, showed a positive impact on UCC attitude; third, UCC attitude showed a positive impact on e-word of mouth, and both humor and satire were highly correlated to UCC attitude in UCC involvement user groups. In conclusion, this study is expected to give useful suggestions on selecting variables for further studies on UCC parody contents.

• Management & Information Systems Review
• /
• v.34 no.1
• /
• pp.191-209
• /
• 2015

Electronic word-of-mouth (eWOM) in social media has been recognized as one of the most influential marketing tools across various businesses. Understanding eWOM in social media is critical to reach potential global consumers easily and quickly in the hospitality industry. However, few empirical studies in hospitality attempted to evaluate the effectiveness of eWOM in social media from a global perspective. Given the competitive climate of the hospitality market, it is meaningful for hospitality marketers to evaluate the effectiveness of eWOM in social media and the influence of cultural factors to promote customers and increase profitability globally. The main purpose of this study was to examine the influence of cultural values on social media eWOM in the hospitality industry in China, Korea, and the USA. The result of this study indicates Chinese and American people engage more than Korean people when they try to purchase hospitality product and service This study particularly provided a cross-cultural study of comparison among these countries and the findings of this study are expected to provide important practical assistance for global marketing strategies in social media.

• The Korean Journal of Franchise Management
• /
• v.12 no.2
• /
• pp.7-21
• /
• 2021

Purpose: One of the characteristics of service companies such as foodservice franchise is that it is easy to imitate, so many brands can imitate the menu that is popular with consumers. Therefore, foodservice franchise company should develop a brand that customers can identify from other brands in order differentiate it from its competitors. In order make the foodservice franchise company identifiable from other brands, it is possible through communication with customers. Therefore, this study proposes a new research model to analyze customer loyalty through online advertising and online word of mouth trust and immersion. Online was provided to customers through a mixture of advertisements and word of mouth, but previous studies have only considered online advertisements or online word of mouth. In addition, we want to verify the difference according to gender, which is an important variable in researching the online information processing behavior of customers. Research design, data, and methodology: The questionnaire of this study was surveyed on 20 years of age or older who have visited the restaurant franchise store within the last 3 months among the foodservice franchise companies operating SNS. During the survey period, 400 surveys were surveyed for a total of 20 days from April 1 to April 20, 2020. Result: The research results are as follows. First, in this study, the effect of online advertisement and online word of mouth on trust and immersion was studied. Second, this study verified the social influence theory in online advertising and online word of mouth. Third, the effect of online advertising and online word of mouth on loyalty according to gender was verified. Fourth, compared to existing advertisements, online advertisements are suitable for marketing by foodservice franchise companies because they can interact with consumers, modify advertisements immediately, execute extensive advertisements at low cost, segment the market, and measure advertisement effectiveness. The recent online expansion has been expanded to mobile-based, allowing foodservice franchisees to provide new communication services such as SMS (Short Message Service), multimedia messaging services, and location-based services. Fifth, a foodservice franchise company can increase brand awareness through online marketing or induce the use of offline stores. Sixth, franchisor can grow into a sustainable company only when they use resources efficiently. Conclusions: Trust is important in foodservice franchise information. This trust has a significant impact on customer commitment and loyalty.

• The Korean Journal of Franchise Management
• /
• v.13 no.4
• /
• pp.13-22
• /
• 2022

Purpose: Brand hearsay refers to information that can be acquired from advertisement, media publicity, and word-of-mouth prior to experiencing products or services of brands. Previous information about brands obtained through brand hearsay affects consumer behavior in choosing brands. Moreover, brand hearsay is an effective communication method in promoting brands to consumers. Thus, bakery franchises need to improve strengths and differentiate characteristics of their brand, thereby attracting more consumers. Therefore, this study investigates relationships the effect of brand hearsay on consumers' brand attitude and brand loyalty in the context of franchised bakery brands. Research design, data, and methodology: A research model was proposed to examine structural relationships between brand hearsay (advertising, publicity, word-of-mouth), brand attitude, and brand loyalty. An online survey was conducted to consumers who had an experience of visiting a franchise bakery. A total of 513 responses were used for data analysis. SPSS 22.0 was used for analyzing general demographics, and SmartPLS 4.0 was used to test validity and reliability of the proposed model. Result: Among attributes of brand hearsay, advertisement and word-of-mouth had positively significant effects on brand attitude, but no significant effect was found between publicity and attitude. Advertisement had a positively significant impact on brand loyalty, while publicity had a negative effect on brand loyalty opposite to hypothesis. Moreover, brand attitude had a statistically significant effect on brand loyalty. Conclusions: In the context of franchise bakeries, brand hearsay contents may change consumers' attitude toward brands but does not increase brand loyalty. Though media publicity does not affect consumers' attitude toward brands, it may decrease brand loyalty when consumers are too exposed to it. In addition, it is necessary to enhance brand attitude to increase brand loyalty of customers. This study provides bakery franchisors and franchisees information about which type of brand hearsay (e.g., advertisement, word-of-mouth, media, publicity) is effective in enhancing brand attitudes and loyalty of consumers. Further studies may include other variables (e.g., trust) in addition to attitude and loyalty, or compare findings based on brand characteristics (e.g., low-to-medium/high prices, store size).

• The Journal of Information Systems
• /
• v.26 no.4
• /
• pp.107-135
• /
• 2017

Purpose Along with the growth of smart phones and social networking service (SNS), social commerce continues to expand. Although online reviews have become an important source of the information that consumers use to make purchasing decisions, theoretical development and empirical testing in this area are still limited. Thus, there is a need to develop further understanding about the influence of electronic word-of-mouth (eWOM). Drawing upon the heuristic - systematic model (HSM) which is one of the dual-process theories, this study develops a research model that explains key factors influencing consumers' eWOM credibility. Furthermore, this study verifies that consumer's eWOM credibility is a key determinant of eWOM and purchase intentions. Design/methodology/approach The proposed model is empirically tested with 493 users who have experience in WeChat-based social commerce. The structural equation model (SEM) analysis is used to evaluate the research model and hypotheses. Findings The major findings are as follows. First, argument quality of eWOM (a systematic factor) has a positive effect on eWOM credibility. Second, source credibility and recommendation consistency of eWOM (heuristic factors) are positively associated with eWOM credibility. Finally, purchase and eWOM intentions greatly depend on eWOM credibility. These results confirm the effectiveness of HSM in explaining eWOM mechanisms in SNS-based social commerce. The details of findings and implications are presented.

• Korean Management Science Review
• /
• v.28 no.3
• /
• pp.95-112
• /
• 2011

The Internet has generated a number of online review sites where dissatisfied consumers can easily articulate their opinions and comments on products or services. Little attention, however, has been directed to investigating the relationship between negative electronic word-of-mouth (eWOM) and its critical determinants that affect consumers' purchasing behaviors. This study attempts to explore the influence of the key determinants of consumers' negative eWOM behaviors, including their social relationships online. The results show that tie strength is positively associated with the proposed determinants, such as information credibility, external search efforts, and product involvement. Further, we find that perceived risk plays a mediating role in the relationship between consumers' intention to spread eWOM and its key determinants.