Pengaruh Atribut Produk Dan Word Of Mouth Terhadap Niat Beli Dengan Sikap Merek Sebagai Variabel Mediasi (Kasus Pada Merek Eiger)

This study aims to analyze the effect of product attributes and word of mouth on purchase intention with brand attitude as a mediating variable (the case of the Eiger brand). The population of this research is the people of Soloraya and the sample in this study is 126 respondents. The type of data used in this study is primary data. Methods of collecting data using a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. The results showed that product attributes and word of mouth had a positive and significant effect on purchase intentions mediated by brand attitudes

Role of gender differences on individuals\u27 responses to electronic word-of-mouth in social interactions

Considering the significant effects of electronic Word-of-Mouth (eWOM), this research explores how individuals respond to eWOM and whether gender differences exist in their perceptions. To do so, by employing the perspective of social interactions, we examine the proposed relationships are different between genders. We collected data using a survey and tested the hypotheses via path analysis. The results indicate that, gender differences were found specific to search effort, product involvement, and information credibility. Women with strong online ties had a tendency to be more involved in the product information and to find the information more credible. In addition, when women had an increased search effort, they were more likely to have intention spread eWOM. This research provides insights to further research related to gender differences in eWOM by discussing implications for research and practice

Improvised marketing interventions in social media: effects on brand loyalty and engagement

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceConsumers are exposed on their social media to massive amounts of brand advertisement every day, reducing consumers' attention to brand posts. To overcome this, brands in social media have recently introduced improvised marketing interventions (IMIs) with the hopes improve consumers’ engagement. Given the need for further research on the topic, this study aims to explore whether improvised marketing interventions have a positive effect on customer brand engagement. An experimental approach was conducted, with a total of 180 social media users, to examine how improvised marketing interventions in social media influences consumers’ positive feelings and brand loyalty. The findings reveal that improvised marketing interventions (compared to a control condition) positively affect emotions, purchase intentions, consumer brand identification, and brand loyalty. Finally, the findings reveal how improvised marketing interventions can serve as a competitive advantage in brand communication strategies in social media

Consequences of consumer regret with online shopping

Negative online reviews can significantly hurt future sales. After impulsive decisions, consumers may feel regret and write negative online reviews. Two studies are conducted to understand the origin and consequences of negative reviews according to the review content and the responsibility for the mistake in the decision. The first study analyses the influence on the review creation of regret with the process and the outcome through structural equation modelling. For the second study, a 2 × 2 experimental design was conducted. This study analyses how different content in the review (regret with the process vs. regret with the outcome) and guilt of the error (the consumer vs. the seller) affects the perceived persuasiveness, usefulness and credibility of the information, and the intention to follow the advice. The results show that for generating negative reviews, it is the regret with the process coupled with the presence of regret with the outcome which ultimately leads to the intention to write negative reviews. However, the results of the second study show that reviews that criticize the outcome are more damaging than those that criticize the process. Furthermore, reviews that show regret in which the buyer is responsible affect readers more through the greater persuasion they generate

Exploring interaction differences in Microblogging Word of Mouth between entrepreneurial and conventional service providers

In this study, we explore the interaction network properties of Microblogging Word of Mouth (MWOM), and how it is utilized by two different types of service providers, namely entrepreneurial and conventional. We use social network analysis, involving network metrics, sentiment, content and semantic analysis of real time data collected via Twitter, to compare two providers in terms of how they leverage MWOM in their social interactions. Results demonstrate that MWOM is utilized in an inherently different manner by an entrepreneurial provider, compared to a conventional one. Based on the findings, the study identifies distinctions between the entrepreneurial and conventional service providers in how they utilize MWOM on social media. Specifically, the entrepreneurial provider capitalizes on the interactive nature and dialogic capabilities of Twitter; whereas the conventional provider mostly relies on focal information sharing, thus neglecting the network members’ content creation and relationship building capability of social media networks. The study has significant implications as it provides key insights and lessons in terms of how companies should respond to emerging digital opportunities in their online social interactions

“Understanding a fury in your words”: The effects of posting and viewing electronic negative word-of-mouth on purchase behaviors

Marketing scholars and practitioners have long recognized that the power of electronic negative word-of-mouth (e-NWOM) can influence brand revenues and firm performance, but most previous studies have only examined the effect of viewing. This study is one of the initial attempts to test the effects of e-NWOM on both posters and viewers. We also test the moderating effects of company usefulness and company apology in a separate study. Using an observational dataset that contains NWOM viewing and posting records and customers' purchase transactions from a real company, Study 1 finds that viewing e-NWOM has a negative effect on subsequent purchases, whereas posting e-NWOM has a positive interaction effect with company usefulness. Study 2 shows that a company's public apology has a positive effect on viewers, but not posters. We conclude with the theoretical, methodological, and managerial implications of e-NWOM and webcare research

Brand avoidance – a services perspective

PURPOSE : The purpose of this paper is to gain insight into brand avoidance of service brands and explore whether the different types of brand avoidance identified in a product context apply to service providers. DESIGN/METHODOLOGY/APPROACH : Because of the exploratory nature of the study, the critical incident method and semi-structured interviews were used to achieve the purpose of the study. FINDINGS : The findings suggest that five types of brand avoidance, as identified in studies involving product brands, can be identified as impacting service brands. In addition, the findings show that advertising avoidance should be expanded to communication avoidance because of the multifarious communication influences that were identified. The study proposes a framework to deepen the understanding of the types of brand avoidance affecting service brands. RESEARCH LIMITATIONS/IMPLICATIONS : Since the different types of brand avoidance previously identified are also evident in a services environment, service providers should develop strategies to deal with the different types of service brand avoidance. The findings are broad in scope because of the exploratory nature of the study, and a detailed analysis of each type of service brand avoidance is still required. ORIGINALITY/VALUE : This paper focuses on the various types of brand avoidance and their manifestation in the services context. The study contributes by showing that the broader concept of communication, not only advertising, should be considered when studying brand avoidance in a service context.The National Research Foundation of South Africa (Grant Numbers: 104662 and 109341).http://www.emeraldinsight.com/loi/ebrhj2019Gordon Institute of Business Science (GIBS)Marketing Managemen

Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing

Purpose The purpose of this paper is to study consumer engagement as a dynamic, iterative process in the context of TV shows. A theoretical framework involving the central constructs of brand actions, customer engagement behaviors (CEBs), and consumption is proposed. Brand actions of TV shows include advertising and firm-generated content (FGC) on social media. CEBs include volume, sentiment, and richness of user-generated content (UGC) on social media. Consumption comprises live and time-shifted TV viewing. Design/methodology/approach The authors study 31 new TV shows introduced in 2015. Consistent with the ecosystem framework, a simultaneous system of equations approach is adopted to analyze data from a US Cable TV provider, Kantar Media, and Twitter. Findings The findings show that advertising efforts initiated by the TV show have a positive effect on time-shifted viewing, but a negative effect on live viewing; tweets posted by the TV show (FGC) have a negative effect on time-shifted viewing, but no effect on live viewing; and negative sentiment from tweets posted by viewers (UGC) reduces time-shifted viewing, but increases live viewing. Originality/value Content creators and TV networks are faced with the daunting challenge of retaining their audiences in a media-fragmented world. Whereas most studies on engagement have focused on static firm-customer relationships, this study examines engagement from a dynamic, multi-agent perspective by studying interrelationships among brand actions, CEBs, and consumption over time. Accordingly, this study can help brands to quantify the effectiveness of their engagement efforts in terms of encouraging CEBs and eliciting specific TV consumption behaviors