The audience response to different referral reward programs’ designs in social networking sites

The growing connectivity of customers through Social Networking Sites (SNSs), the increasing acknowledgment of the power of online reviews, and the enrichment of brand-consumer relations online have led to a rise in interest around electronic word of mouth (eWOM). These realizations led marketers to embrace strategies to stimulate and amplify eWOM, and one common technique is the delivery incentives (e.g., rewards). Expanding research show that the design of incentivized eWOM programs, namely Referral Reward Programs (RRPs), is expected to determine the overall effectiveness of those programs. To be successful, RRPs need a high likelihood of referral from the referral provider and a high receptivity from the referral receiver. Thus, this thesis further examines the recipient's perspective and role in RRPs in Social Networking Sites. The main goal of this dissertation is to analyze the impact of different reward allocations and tie strength, i.e., the relationship between the recommender and the receiver, on eWOM receivers' responses to RRPs. To do so, this thesis drew upon the Persuasion Knowledge Model to analyze these relations, mainly focusing on three RRPs outcomes: review credibility, brand attitude, and purchase intentions. To extract relevant conclusions, a research model and hypothesis were developed, based on a previously elaborated literature review, containing the main concepts, theories, and models that hold the present research. An experimental design was conducted employing an online questionnaire to test the research model, which gathered 526 responses. Finally, the results were discussed, and both theoretical and practical implications were deduced.A crescente conectividade entre consumidores, a gradual descoberta do poder das recomendações, e o enriquecimento das relações marca-consumidor por meio de Sites de Redes Sociais, levaram a um crescente interesse em torno do passa-a-palavra eletrónico. Consequentemente, os profissionais de marketing começaram a adotar estratégias para estimular e ampliar essa poderosa ferramenta. Uma técnica comum é a oferta de incentivos (por exemplo, recompensas). A literatura mostra que a estrutura de um programa de passa-a-palavra eletrónico incentivado, nomeadamente, de Programas de Recompensa por Referência, é fundamental para a eficácia dos mesmos. Reconhecendo que, para serem eficazes, os Programas de Referência por Recompensa precisam, tanto da iniciativa do transmissor, como da adesão do recetor, esta dissertação explora a perspetiva e o papel do recetor nestes programas, em Sites de Redes Sociais. Deste modo, o seu principal objetivo é analisar o impacto de diferentes alocações de recompensas e forças das ligações (i.e., relação entre o transmissor e o recetor) nas respostas dos recetores a Programas de Referência por Recompensa. Para tal, o Modelo de Conhecimento de Persuasão foi utilizado a fim de analisar três indicadores: credibilidade da recomendação, atitude perante a marca e intenção de compra. Para extrair conclusões relevantes, foram desenvolvidos um modelo conceptual e um conjunto de hipóteses, com base numa revisão da literatura que aborda os principais conceitos, teorias e modelos que sustentam a presente pesquisa. A posteriori, foi realizado um questionário online, que reuniu 526 respostas. Por último, os resultados foram discutidos e as implicações teóricas e práticas foram apresentadas

Minat Beli Ulang Ditinjau Dari Store Atmosphere, Iklan Dan Word Of Mouth Pada Produk Smartphone Di Surakarta

This study aims to determine the effect of store atmosphere, advertising, and word of mouth on repurchase interest in smartphone products in Surakarta. This research design is a type of quantitative research. The population and sample used in this study were smartphone consumers in Surakarta. The samples collected in this study were 99 respondents, with accidental sampling as the sampling technique. The data used is primary data, where data is obtained from respondents' answers through questionnaires. Testing the hypothesis in this study used multiple linear regression analysis. The results showed that: (1) Store atmosphere had a positive effect on repurchase interest in smartphone products in Surakarta. (2) Advertising has a positive effect on repurchase interest in smartphone products in Surakarta. (3) Word of mouth has a positive effect on repurchase interest in smartphone products in Surakarta

Innocent Until Proven Guilty: Suspicion of Deception in Online Reviews

- Purpose: This study formulates a new framework for identifying deception in consumer reviews through the lens of Interpersonal Deception Theory and the Persuasion Knowledge Model. It evaluates variables contributing to consumer intentions to purchase after reading deceptive reviews and proposes deception identification cues to be incorporated into the interpersonal communication theoretical framework. - Methodology: The first study is qualitative and quantitative, based on sentiment and lexical analysis of 1000 consumer reviews. The second study employs a USA national consumer survey with a PLS-SEM and a Process-based mediation-moderation analysis. - Findings: The study shows deceptive characteristics that cannot be dissimulated by reviewing consumers that represent review legitimacy based on review valence, authenticity, formalism, and analytical writing. The results also support the central role of consumer suspicion of an ulterior motive, with a direct and mediation effect regarding consumer emotions and intentions, including brand trust and purchase intentions. - Research implications: This paper presents a new framework for identifying deception in consumer reviews based on IDT and PKM, adding new theoretical elements that help adapt these theories to written digital communication specificities. The study clarifies the role of suspicion in a deceptive communication context and shows the variables contributing to consumers’ purchase intention after reading deceptive reviews. The results also emphasize the benefits of lexical analysis in identifying deceptive characteristics of reviews. - Practical implications: Companies can consider the vulnerability of certain generations based on lower levels of suspicions and different linguistic cues to detect deception in reviews. Long-term, marketers can also implement deception identification practices as potential new business models and opportunities. - Social implications: Policymakers and regulators need to consider critical deception cues and the differences in suspicion levels among segments of consumers in the formulation of preventative and deception management measures. - Originality/value: This study contributes to the literature by formulating a new framework for identifying deception in consumer reviews, adapted to the characteristics of written digital communication. The study emphasizes deception cues in eWOM and provides additional opportunities for theorizing deception in electronic communication

The Effect of Incentivized Electronic Word-of-Mouth (EWOM) on Consumer Purchase Intention

Objective: Social media has a strong impact as a reference for consumers in getting information about the product. Electronic word-of-mouth (eWOM), which is usually delivered by social media, is still the most secure advertising media. This study provides information about incentivized eWOM on purchase intention and other factors that can affect consumers. Research Design & Methods: The method used in this research is the quantitative method with an associative approach. Descriptive analysis and structural equation modeling were used to measure the influence of these variables. Findings: The results showed that the incentivized eWOM had a significant effect on purchase intention but had no impact on the company’s brand awareness. Meanwhile, the attractiveness of advertising messages has no significant effect in influencing purchase intention but has a significant effect on the company’s brand awareness. Implications & Recommendations: Although this research give contributions to the e-WOM literature, several limitations and future research suggestion deserve mentions. Further research can examine the relative effectiveness of non-monetary incentives. Contribution & Value Added: Researchers have provided input and suggestions to SMEs to optimize incentivized eWOM to increase consumer purchase intention

Incentivized Reviews: Promising the Moon for a Few Stars

This paper studies the motivations behind incentivized consumer reviews generated via influencer marketing campaigns. Exchange theory is applied as a theoretical framework to analyze, in a qualitative and a quantitative study, the relationship between incentivized reviews and the satisfaction ratings assigned by consumers to a product. The main contributions of the study find that incentivized campaigns can contribute to a sustained increase in the number of reviews and have the potential to lead to higher purchase potential. Moreover, this study also uncovers that incentivized electronic word-of-mouth, in the form of consumer reviews, leads to increased consumer interest and desire to find out more about the product through search engines. Our findings also show that the scope of exchange theory can be broader, from an exchange between two parties to more complex relationships, between brands, influencers, and consumers, through an emerging, specialized word-of-mouth technique