INFLUENTIAL FACTORS OF RECOMMENDATION BEHAVIOUR IN SOCIAL NETWORK SITES - AN EMPIRICAL ANALYSIS

This paper analyzes influential factors of recommendation behaviour in social network sites (SNSs). Extant research on both SNSs and electronic word of mouth (eWOM) has given insufficient attention to SNSs as a potential eWOM channel. Considering the specificities of SNSs, this paper distinguishes implicit and explicit recommendation behaviour. Drawing upon research on eWOM, SNSs, and knowledge exchange, influential factors of implicit and explicit recommendation behaviour are identified. A theoretical model explaining why SNS users (do not) engage in implicit and explicit recommendation behaviour is developed. Structural equation modeling (SEM) is used for hypothesis testing. Data was collected via an online survey from 832 SNS users. The empirical results show a positive impact of reciprocity on both implicit and explicit recommendation behaviour, a negative impact of fear of producing spam on implicit recommendation behaviour, and a positive impact of both implicit recommendation behaviour and the perceived value of the recommended product on explicit recommendation behaviour

E-WOM Intentions towards Social Media Messages

This study investigated the influence of a consumer’s online shopping motivation, attitude, and electronic word of mouth (eWOM) intention towards two social media messages while accounting for social media involvement. Using a fictitious brand and social media messages, data were collected through a snowballing technique by distributing a structured questionnaire on social media sites. It was found that a positive attitude toward task messages was influenced by both utilitarian and hedonic shopping motivations while attitude toward socioemotional messages were influenced solely by hedonic. Also, eWOM intention for both messages was influenced by attitude. Social media involvement had no moderating effect on the relationship between attitude and eWOM intention or a direct impact on eWOM intention. These findings indicate the importance of identifying key shopping motivations of customers who frequent a brand’s social media pages. In this way brands may fashion appropriate social media messages that may result in higher eWOM. Brands should also focus social media messages towards all social media followers not just those customers active on the social media pages, as a higher social media involvement does not necessarily indicate a greater likelihood of eWOM

A meta-analysis of the factors affecting eWOM providing behaviour

Purpose- Numerous studies have examined factors influencing eWOM providing behaviour. The volume of extant research and inconsistency in some of the findings makes it useful to develop an all-encompassing model synthesising results. Therefore, the aim of this study is to synthesise findings from existing studies on eWOM by employing meta-analysis, which will help to reconcile conflicting findings of factors affecting consumers’ intention to engage in eWOM communications.Design/methodology/approach- The findings from 51 studies were used for meta-analysis, which was undertaken using Comprehensive Meta-Analysis software.Findings- Factors affecting eWOM providing behaviour were divided into four groups: personal conditions, social conditions, perceptual conditions, and consumption-based conditions. The results of meta-analysis showed that out of 20 identified relationships, 16 were found to be significant (opinion seeking, information usefulness, trust in web eWOM services, economic incentive, customer satisfaction, loyalty, brand attitude, altruism, affective commitment, normative commitment, opinion leadership, self-enhancement, information influence, tie strength, homophily, and community identity).Originality/value- Applying meta-analysis helped reconciliation of conflicting findings, enabled investigation of the strengths of the relationships between motivations and eWOM providing behaviour, and offered a consolidated view. The results of this study facilitate the advancement of current knowledge of information dissemination on the Internet, which can influence consumer purchase intention and loyalty

The communication of word of mouth communication vs. electronic word of mouth communication. Analysis of the principal differences

La rápida irrupción de Internet y, en particular, la implantación de los Medios Sociales a través de blogs, de redes sociales, de foros o comunidades de contenido han contribuido decisivamente a que la comunicación de “boca de boca” y la comunicación de “boca en boca electrónica” cambien la actitud y el comportamiento de los seres humanos respecto de una organización, medio, marca, servicio o producto. Teniendo en cuenta las múltiples áreas en las que estas dos formas de comunicación influyen, el propósito de este trabajo se limita, de una parte, a presentar una visión general de lo que se ha investigado hasta el momento sobre ello y, de otra parte, a establecer las principales diferencias entre ambos conceptos a partir de una metodología en la que se utilizan técnicas de carácter cualitativo y, si es posible, llegar a una mejor conceptualización.The rapid emergence of the Internet and, in particular, the implementation of social media through blogs, social networks, forums or content communities have contributed significantly to “WOM” communication and “e-WOM” communication change the attitude and behavior of humans with respect to an organization, mean, brand, service or product. Given the many areas in which these two forms of media influence, the purpose of this work is limited, firstly, to present an overview of what has been investigated so far on this and on the other hand, to establish the main differences between the two concepts from a methodology that qualitative techniques are used and, if possible, reach a better conceptualization

Antecedents of travellers' eWOM communication

Development of the internet and electronic media provide a convenient platform for travellers to instantly share their experiences. Known as electronic word-of-mouth (eWOM), it offers a powerful source of information and can also act as an effective marketing tool. Existing studies have focused on the conceptualisation and influences of eWOM communication, but limited attention has been given to the antecedents of it from the attitUdinal perspective within the tourism industry. This study aims to fulfil that gap. Data from international travellers having experience of eWOM communication was collected through online focus groups and survey questionnaire. Content analysis and structural equation modelling were employed for data analysis respectively. Based on the literature review and online focus group findings three key antecedents were identified, being: Adoption of Electronic Communication Technology, Motivation for eWOM Communication and Subjective Norm. Thereafter, a conceptual framework was proposed to bring these three antecedents together for the first time. This was empirically tested, particularly examining the influences of the overall attitude and behavioural intention of eWOM communication. Survey results showed that the overall attitude towards eWOM communication plays an important role in the understanding of the eWOM communication behaviour of travellers, serving as a mediator between antecedents and behavioural intention. From the theoretical perspective, this study fulfils the research gap through exploring the antecedents of eWOM communication from the attitudinal perspective. A new conceptual framework is therefore empirically validated providing the basis for replication within future studies. Through employing the Technology Acceptance Model, Functional Theory of Attitude, Subjective Norm and Consumer Attitude, this study contributes to extending those theories in the context of eWOM communication within the tourism industry. Regarding managerial implications, this research identifies the antecedents of eWOM communication behaviour of travellers, which could help practitioners stimu

Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions

in pressThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.Peer reviewe

The conceptualization of electronic Word-of-Mouth (EWOM) and company practices to monitor, encourage, and commit to EWOM - a service industry perspective

Objectives: The purpose of this Master's thesis is to clarify the different elements that conceptualize the phenomenon of electronic word-of-mouth (eWOM) and analyze what may be the possible ways for service marketers to influence this recommendation-based communication. Data and methods: This study applied realism as a research approach. The sample collection method of Breazeale (2009) was utilized to understand the main elements of eWOM and what actions companies could implement in relation to eWOM. In total 40 articles were analyzed. In the empirical part, nine Finnish listed consumer service companies (response rate: 82 %) were interviewed with a semi-structured protocol. First, these companies needed to answer an online questionnaire, and based on these responds, questions were asked in 30-minute interviews. The online questionnaire was analyzed quantitatively, interviews qualitatively with thematic analysis. In addition, these companies' online channel practices were analyzed to support the findings. Findings and conclusions: Based on the literature review nine main elements were identified as part of electronic word-of-mouth: EWOM is opinion sharing between consumers about experiences (1) and opinion leaders have an influential role in the content sharing process (2). The interaction happens online via different platforms (3), is network-based, (4) and directed to multiple people (5). Electronic word-of-mouth is interaction without time and location constrains (6) and it can be anonymous (7). Because of the online environment, there may occur credibility issues that users consider (8). Still, Electronic WOM is increasingly present in consumers' decision process (9). EWOM is dynamic and distinct phenomenon. It seems that there are ways for companies to get involved in eWOM and encourage online conversations between consumers. Based on the empirical semi-structured interviews and thematic analysis, a framework was developed to understand current actions consumer service companies are implementing to increase eWOM interactions between the consumers themselves and the brand. Sixteen elements were identified that are or will be present in interviewed companies' actions to encourage eWOM conversations. All of these elements are categorized under three main levels of companies' eWOM actions: monitor, encourage, and commit. Meaning to the study program (IDBM): This thesis sheds light on an international phenomenon. EWOM is essential for marketers worldwide because its effects do not have geographical constraints. Also, this study focuses especially on managerial issues, which is crucial part of IDBM. In addition, this study tries to find ways for service companies to design actions that could encourage consumers to eWOM communication. EWOM should be taken into consideration in service design