• Journal of Korea Trade
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• v.23 no.5
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• pp.102-117
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• 2019

Purpose - This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market. Design/methodology - This paper is considered to fill this gap between eWOM and (PI) and, in order to do so, 211 Russian respondents were randomly selected. Descriptive analysis, factor, and reliability analysis were conducted using SPSS version 22.0. While structural equation modeling was conducted using AMOS version 24.0. Findings - The results display that, in terms of Russian consumers' perception, eWOM credibility, quality, and quantity for Korean-brand cars show a substantial impact on PI. The mediation effects of brand image, as well as perceived quality, were also supported by analysis. In the final part of the paper, theoretical and managerial implications alongside limitations with further research suggestions are presented. Originality/value - This study endeavored to explore the degree of impact of eWOM and mediating roles of BI and PQ on Russian customer intentions to buy Korean-brand cars.

• Asia pacific journal of information systems
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• v.25 no.4
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• pp.805-822
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• 2015

Online communities are an important source of electronic word-of-mouth (e-WOM). However, few studies have examined the use of such messages within the Middle Eastern context. This study focuses on Saudi women as members of an online beauty forum. Previous work suggested a mediating effect of gender, with women being more likely to trust word-of-mouth and follow it up with a purchase. A conceptual model with a theoretical underpinning from existing contributions in literature provides the basis of a coding framework for the message characteristics that influence members' e-WOM adoption. A total of 310 threads and 2200 messages coded into 5725 units were content analyzed to demonstrate cases where e-WOM was adopted and indicate further continuance intention with members returning to the forum. A new category of 'community bonding' was created from the content analysis given the prevalence of emotional aspects in messages. Emotion expressed in messages, often expressed in religious terms, is as influential and important as the cognitive aspects of community bonding.

• 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.

• 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.

• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.424-432
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• 2011

Today's wide-spread Internet technology allowed consumers to access much Word-of-Mouth information through an online board. As communication and exchanging information between travelers becomes easier and faster, e-WOM (Electronic Word-of-Mouth) is recognized as one of the most influencing communication methods in today's society. This new trend implies a significant impact to travel industry. This study focuses on interaction between Credibility on e-WOM, brand attitude, WOM acceptance, WOM activity and purchasing intention of travel product. The result of this study suggests: (1) Credibility in e-WOM provides positive effect in brand attitude, (2) Brand Attitude gives positive effect on WOM acceptance, WOM activity and purchasing intention of travel product, (3) WOM acceptance gives positive effect on WOM activity, but it is not effective on purchasing intention of travel product. Regarding e-WOM management of travel agencies through its website or online community, authors would like to argue that travel agencies need to build positive brand attitude based on Credibility in brand, which would lead consumers to positively acknowledge its brand and spread words out to other consumers.

• 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.

• Knowledge Management Research
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• v.18 no.2
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• pp.65-83
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• 2017

Word-of-mouth (WOM), the communication between consumers offline, has transformed to include electronic word-of-mouth(eWOM), which has grown in its influence due to the advancements in communication technology. Despite the fact that many researchers have studied the impact of WOM and eWOM on the performance of movies in the movie industry, there still exists much controversy. Therefore, this study investigates the relationship of eWOM's volume and valence with the box office revenue for 2 years in Korean movies industry. The results show that the volume of eWOM, which is expected to related to awareness diffusion, is more important than the valence in the early stage of movie release. And in the later stage, the valence of eWOM which is expected to related to persuasion effect influences the box office revenue. In addition, the relationship of the volume and valence on box office revenue in both early and later stage can be increased through the interaction with the star power which raises the familiarity or the movie genre which causes the high arousal.

• 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.

• 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.