• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.5
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• pp.809-824
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• 2017

Interest in and use of social media as a communication channel are consistently evolving; in addition therefore, corporate social responsibility (CSR) activities have been often conducted on online channels such as social media due to the advantages offered by the rapid spread of information. Consumers can be persuaded differently and their cognition can be influenced depending on who delivers what message. This study examines the influence of information source characteristics on eWOM acceptance of CSR messages and attitudes toward a company. This study compares cases: when a company sends their CSR message versus when an individual (i.e., consumer's acquaintance) sends the company's CSR message. A total of 320 respondents were presented with online stimuli and responded to the questionnaire to identify this phenomenon. Vegan fashion (which refers to products made from raw materials without animal cruelty) was used as stimuli in this study because it is a representative example of CSR activities. As a result, when consumers are exposed to CSR messages online, perceived expertise, trustworthiness and attractiveness of information source affect consumer's electronic word-of-mouth (eWOM) acceptance and attitude toward a company. However, only trustworthiness influences eWOM acceptance in cases of a corporation information source. This study confirms the differences in eWOM acceptance and in attitudes to the company depending on to whom the messages were sent and with what content.

• Journal of Distribution Science
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• v.15 no.9
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• pp.85-93
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• 2017

Purpose - The volume and valence of online word-of-mouth(eWOM) have become an important part of the retailer's market success for a wide range of products. This study aims to investigate how the growth of eWOM has generated the product's final financial outcomes in the introductory period influences. Research design, data, and methodology - This study uses weekly box office performance for 117 movies released in the South Korea from July 2015 to June 2016 using Korean Film Council(KOFIC) database. 292,371 posted online review messages were collected from NAVER movie review bulletin board. Using regression analysis, we test whether eWOM incurred during the opening week is valuable to explain the last of box office performance. Three major eWOM metrics were considered after controlling for the major distributional factors. Results - Results support that major eWOM variables play a significant role in box-office outcome prediction. Especially, the growth rate of the positive eWOM volume has a significant effect on the growth potential in sales. Conclusions - The findings highlight that the speed of eWOM growth has an informational value to understand the market reaction to a new product beyond valence and volume. Movie distributors need to take positive online eWOM growth into account to make optimal screen allocation decisions after release.

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

• 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.

• Journal of Fashion Business
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• v.14 no.5
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• pp.49-65
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• 2010

The purpose of this paper is to derive the categories of negative e-WOM (electronic word of mouth) via consumer review. Disclosing the details of negative e-WOM based consumer reviews has never been done before. For this reason, a content analysis was adopted to provide knowledge and understanding of the phenomenon. This paper analyzes the content of 630 consumer reviews posted on the open market internet site, www.auction.co.kr. The analysis was conducted from October 20th, 2008 to March 10th, 2009. The results indicated that the negative e-WOM based consumer reviews can be divided into two categories: the cognitive evaluation and the expression of consumer's emotion. The category of cognitive evaluation is consisted of negative e-WOM of product, negative e-WOM of service, and warning about the risk of purchasing products. The category of expressing consumers' emotion are composed of venting customers' dissatisfaction and passive response of dissatisfaction. Investigating the details of negative e-WOM has a number of implications. Most importantly, the results revealed multidimensional structure of negative e-WOM. This understanding of negative e-WOM communication allows marketers to improve products and services that better meet customers' current and future needs.

• Journal of the Korea Society of Computer and Information
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• v.29 no.6
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• pp.223-233
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• 2024

This study investigates the impact of personalization recommendation systems on customer loyalty in e-commerce, focusing on the role of information presentation, system interaction, and social community functions. It examines how these elements influence flow state, word of mouth (WOM), and repurchase intention (RPI). Using structural equation modeling (SEM) and data collected from 500 respondents in SPSS and AMOS, the study finds that all three personalization aspects significantly enhance flow state, which, in turn, positively affects WOM and RPI. System interaction directly boosts both WOM and RPI, while information presentation and social community functions influence only one of these loyalty measures. Flow state mediates the relationship between personalization factors and loyalty outcomes. These findings suggest e-commerce platforms should enhance system interaction and embed social community features to foster customer loyalty.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.5
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• pp.2157-2167
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• 2013

The current paper aims to analyze the influence of users' self evaluation of e-service quality and others' word-of-mouth(WOM) on customer satisfaction and revisit intention in a family restaurant web site. The research model includes the constructs of service quality, WOM, customer satisfaction, and revisit intention. This study examines the hypothesized model using data from 175 college students around the Seoul metropolitan area who have visited a family restaurant as well as used its web site during the last three months. The findings show that service quality has a significant impact on customer satisfaction and a full-mediation effect between WOM and customer satisfaction. In addition, customer satisfaction has a significant influence on revisit intention. Family restaurants need to have an effort to manage service quality factors and social influences such as online WOM in order to use a web site as a tool of customer relationship management.

• Knowledge Management Research
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• v.15 no.3
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• pp.209-228
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• 2014

The explosive growth of social commerce engenders a new business model, that is, infomediary. In a social commerce environment, infomediary works as a personal agent who provides information about various web merchants to help consumers select appropriate merchants for their needs. The purpose of this study is to identify the factors influencing consumer attitudes towards infomediaries in social commerce and examine the relationship between intention to provide word of mouth and consumer attitudes. In total, 170 responses were collected from social commerce infomediary users. The results show that competence and integrity significantly influence user attitudes as trust dimensions. Infomediary reputation and two functional factors (information variety and navigation functionality) turn out to be significant antecedents for user attitudes toward infomediary in social commerce. User attitudes in turn significantly influence the intention to provide word of mouth. Future research and practical implications are also discussed.

• Asia Marketing Journal
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• v.26 no.2
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• pp.77-89
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• 2024

This study investigated central and peripheral route factors to assess the impact of Google Advertisements on how these factors contribute to users' call-to-action (CTA) and electronic word-of-mouth (e-WOM) behaviors. We explored the persuasive effects of Google Advertisements on consumers by using a dataset of 483 valid empirical samples from Taiwan. We employed structural equation modeling (SEM) to examine the hypotheses. The empirical results of this study indicate that both peripheral (image appeal) and central (information completeness) routes positively lead to the persuasion effect. This finding confirms that the peripheral and central routes increase the persuasion effect. The empirical results indicate that the most effective pathway was image appeal to the persuasion effect and, ultimately, to call to action. Image appeal was also determined to be a secondary pathway that enhances the persuasion effect, ultimately leading to e-WOM. These findings have valuable implications for companies seeking to attract customers to purchase electronic products through the Google search engine. The novelty of our study is that it includes the peripheral route. Our study findings were derived from the symbolic value lens, rather than the central route based solely on the utilitarian and hedonistic value perspective.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.294-306
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• 2021

In the era of brand economy, companies fulfill their social responsibilities to enhance consumers' brand trust, thereby enhancing brand loyalty. On the other hand, the current Covid-19 epidemic has accelerated the pace of digital transformation of enterprises and has also made consumers pay more attention to the online reputation of enterprises. Based on the Chinese consumer market, this paper studies the corporate social responsibility, Internet word-of-mouth, brand trust, and brand loyalty of electronic product companies. To verify the impact of corporate social responsibility on brand loyalty through Internet word-of-mouth and brand trust, this paper issued a questionnaire survey to Chinese consumers. A total of 469 questionnaires were used for empirical analysis, and SPSS21.0 was used to analyze the collected data. The results are summarized as follows: (1) CSR has a positive impact on brand trust. (2) CSR has a positive impact on brand loyalty. (3) Brand trust has a positive impact on brand loyalty. (4) Brand trust and e-WOM play an intermediary role in CSR and brand loyalty.