• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.36-48
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• 2020

App market has continuously been growth since its launch. The market revenues will reach about 1,000 billion US dollars in 2019. App is a core service for smartphone. Currently, there are more than 1.5 million mobile apps in App platform calling out for attention. So, if you are looking at developing a successful app, you need to have a solid marketing and distribution strategy. Online word of mouth(eWOM) is one of the most effective, powerful App marketing method. eWOM affect potential consumers' decision making, and this effect can spread rapidly through online social network. Despite the increasing research on word of mouth, only few studies have focused on content analysis. Most of studies focused on the causes and acceptance of eWOM and eWOM performance measurement. This study aims to content analysis of mobile apps review In 2013, Google researchers announced Word2Vec. This method has overcome the weakness of previous studies. This is faster and more accurate than traditional methods. This study found out the relationship between mobile app reviews and checked for reactions by Word2vec.

• Journal of Distribution Science
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• v.22 no.2
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• pp.83-93
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• 2024

Purpose: Although many studies have addressed destination marketing concepts, the relationship between beach tourists' memorable tourism experience (MTE), revisit intention and electronic word of mouth (eWOM) remains unknown. To address this issue, the authors established a model to investigate the effects of MTE's dimensions on revisit intention and eWOM. Research design, data and methodology: Drawing on 581 questionnaires from domestic beach tourists in Vietnam, a quantitative study approach was administered to empirically analyze a partial least squares path model in PLS-SEM. Results: The findings revealed that four dimensions of MTE including hedonism, local culture, meaningfulness and involvement have positive influence on beach tourists' revisit intention. Besides, meaningfulness and knowledge directly affect eWOM. It is worth noting that beach tourists' revisit intention significantly and directly influence their eWOM. The findings also confirm the indirect effects of hedonism, local culture, meaningfulness and involvement on eWOM through the mediating role of revisit intention. Conclusions: This study will be important to determine beach tourists' behavior through each dimension of MTE. This study also emphasizes on the direct effect of beach tourists' revisit intention on eWOM, as well as confirms its mediating role in the relation between MTE and eWOM. The findings will assist policymakers and destination marketers with strategies and effective future actions.

• Asia pacific journal of information systems
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• v.23 no.3
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• pp.105-129
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• 2013

This study draws important factors in electronic Word-of-Mouth (eWOM) and examines how these influence the building of customer loyalty. eWOM is viewed as social communication between customers and sellers, and thus the communicative action theory is applied. With the theory, we identify reviewer and seller as influential players on customers, and derive important factors such as correctness and veracity of reviews from the reviewers' action, and information compactness and adequacy from the seller's action. We propose these constructs as antecedents of customer loyalty and further hypothesize their curvilinear impacts as follows: the marginal impacts of veracity and correctness will decrease as veracity and correctness increase, and the marginal impacts of compactness and adequacy will increase as compactness and adequacy increase. The result indicates that only the seller's action has a curvilinear impact, whereas the reviewer has proportional positive impact on customer loyalty. This study indentifies important factors in eWOM from a critical social theory perspective and validates them using the positivistic approach. For practitioners, it discusses the important factors in eWOM with the identification of the individuals who are responsible for these factors.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.475-483
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• 2021

COVID-19 pandemic has affected the lives of people and has forced businesses to develop different ways of doing businesses. Several businesses have implemented social responsibility activities. With social distancing keeping many people at home, online and digital platforms have become one of the most important mechanisms for businesses undertakings and implementing those social responsibility initiatives and activities - digital social responsibility (DSR). The purpose of this study is to examine the relationships of electronic word-of-mouth (eWOM) intentions and customer engagement with DSR in social media with attitude toward DSR as the antecedent during COVID-19 social distancing situation in Thailand. The study employs a quantitative research method where sampling method is followed by convenience sampling technique, and study data is collected through survey questionnaire with social media users who have experiences with firms' online social responsibility initiatives. Based the samples of 123 respondents, Structural Equation Modelling (SEM) has been used for analysis. The results show that attitudes toward DSR in social media significantly influence electronic word-of-mouth (eWOM) intentions and have a significant effect on customer engagement with DSR in social media. The mediation analysis also revealed that eWOM intention partially mediated the relation between attitudes toward DSR in social media and customer engagement.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.2
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• pp.213-219
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• 2020

Studies related to Electronic Word-of-Mouth (eWOM) show that the acceptance of eWOM information is an important factor in customer purchase decisions. When consumers accept eWOM information, they tend to use that information in considering before making purchase decisions. In Viet Nam, there are few studies about eWOM information, especially on the acceptance of eWOM information. Research is conducted to test the influence of consumers on the perception of the senders' identity to the acceptance of online reviews (a kind of eWOM) in Viet Nam - a case study in Ho Chi Minh City. Using adjustment techniques, inspecting the scales and a theoretical model represent the relationship among the influential factors. The research is based on a sample of 522 consumers who use the Internet to search for product reviews before buying and used Structural Equation Modeling (SEM) to test the relationships among the variables. The research results show that the scales of the variables: Message Quality, Source Credibility, Perceived Message Usefulness, Perceived Senders' Identity, Perceived Message Credibility, Message Acceptance attain the validity and reliability in the research. The research contributes to the understanding of the determinants that influence the acceptance of eWOM information, which are informational factors, and factors related to consumer skepticism.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.7
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• pp.341-348
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• 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 Multimedia Society
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• v.25 no.5
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• pp.721-729
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• 2022

The pandemic of COVID-19 has led "E-commerce+ Live streaming", the new form of retail business, development rapidly. And more and more consumers choose to buy commodities in E-commerce live streaming. According to the related investigation at home and abroad, the purchase intention and WOM intention are two important measuring factors of the effect of the direct transmission of e-commerce. In previous research, the author proved that IWOM has become an important reference for consumers to make online purchases. In this study, the author mainly focus on the impact of online WOM on consumer intention. Based on the Involvement Theory, this paper proposes a model of the influence of IWOM on WOM intention in e-commerce live broadcast which is adjusted by the product involvement degree. The results show that the characteristics of anchor, the quantity and quality of IWOM, the prescription of IWOM, the difference of IWOM and the intention of WOM are positively regulated by the product involvement. However, product involvement did not play a moderating role between relationship strength and WOM intention.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.312-321
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• 2011

Recently, lots of corporations take effect preannouncing activity before launching new product as communication strategy. Preannouncing information of new product is diffused in internet community which relate to the product. This study notes the effect of external vividness and internal vividness among information characteristics of new product to e-WOM(electronic word-of-mouth). The author aims to identify how to trigger intention of e-WOM on preannounced new products, and external vividness and internal vividness of determinants of e-WOM and intention of internet posting. The main findings are that external vividness and internal vividness positively influence e-WOM in internet community, and the e-WOM positively affects intention of internet posting.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.545-559
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• 2016

Recently consumers to access various Word-Of-Mouth information on online. And eWOM (eWOM : electronic Word-Of-Mouth) information had an important effect on consumer attitude(purchase intention). The purpose of this study is to investigate what the general characteristics of eWOM and the effects of how these factors will affect credibility, eWOM acceptance and purchase intention. In this study, the model contains information characteristics variables(consensus, newness), community characteristics(tie strength, interaction) on eWOM characteristics. This study makes contributions as follows. First, information consensus had not effect on credibility. Second, information newness and community characteristics(tie strength, interaction) had a significant on credibility. Third, credibility is the important factor on eWOM acceptance. Lastly, eWOM acceptance had a considerable influence on purchase intentions.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.15-26
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• 2016

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.