eWOM & Referrals in Social Network Services

If a few decades ago the development of the Internet was instrumental in the interconnection between markets, nowadays the services provided by Web 2.0, such as social network sites (SNS) are the cutting edge. A proof of this trend is the exponential growth of social network users. The main objective of this work is to explore the mechanisms that promote the transmission and reception (WOM and referrals) of online opinions, in the context of the SNS, by buyers of travel services. The research includes some research lines: technology acceptance model (TAM), Social Identification Theory and Word-of-Mouth communication in virtual environment (eWOM). Based on these theories an explicative model has been proposed applying SEM analysis to a sample of SNS users’ of tourist service buyers. The results support the majority of the hypotheses and some relevant practical and theoretical implications have been pointed out for tourist managers

Impacts of WeChat on Millennials’ Perceptions and Consumption Behaviors in the Hotel Industry

Social media, known as interactive Web 2.0 Internet-based applications, has deeply changed and reformed interpersonal communication and business operation with the wide spread of Internet and the development of technology. In the past few years, since mobile apps are becoming more and more popular, the access of social media is not limited to tablet computers only, but is also available for almost all kinds of smart phone devices, such as iPhone, Android, Symbian and so on. The function of social media is not confined to real- time message transmission or information sharing any more. It has expanded to a widely range of features, such as online purchase and payment, e-commerce business, and service for different types of social events. Social media plays an increasingly important role in daily personal life as well as in business activities. People are not merely considered as social media users, but also the component of social media itself. As a result, it is very crucial for people to realize the importance and impacts of social media, especially for those business operators. WeChat (Weixin in Chinses, literally “micro message”) is a cross-platform instant text and voice messaging communication service for multiple mobile devices, developed by Tecent in China, first released in the January of 2011. It is claimed to provide “the new way to connect” and create “a way of life”. It is free to download, install and register, and support all kinds of smart phone platforms with multiple language versions, such as Chinese, English, Japanese, French, and Spanish. WeChat provides its users different ways to communicate and interact with friends innovatively through instant text messaging, hold-to-talk voice messaging, group messaging, lively video sharing, location sharing, money transferring, and contact information sharing. Among all the WeChat users, Millennials is the majority. With the growing-up of Millennials, they are becoming more and more powerful and important to the society and will be the next target segmentation for most of the industries in the very near future. Especially for the hotel industry, the industry that urges to attract Millennials patrons for further substantial development, how to attract Millennials is becoming a critical issue for those hotel operators

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

Consumers’ Factors on eWOM Diffusion in Social Networking Services (SNS)

This present study seeks to uncover personal factors of social networking services (SNS) users’ on eWOM diffusion in SNS through review of previous studies. This paper also aims to build a conceptual theory based on these findings and create a path for further studies and empirical research in the future.  Literature from technology acceptance fields and social sciences were examined on eWOM diffusion via four levels of self-factors in individuals.  The issues of level of trust, personal eWom experience, and self-efficacy are discussed in the prediction of eWOM, while different personalities are predicted to have different outcomes in eWOM diffusion.  The insights of personal factors influence in eWOM would enhance consumers’ ability to understand further how to navigate positive and negative perspectives of personal factors and act to use this discovery to assist own decision making. Keywords: eWOM, SNS, self-efficacy, eWOM experience trust, personality

Determinants of negative word-of-mouth communication using social networking sites

At present, as customers often turn to social media platforms to share their service experience, this study aims to examine the determinants of their negative word-of-mouth communication using social networking sites following a service failure. Although many studies have examined the electronic word-of-mouth communication, studies on negative word-of-mouth communication using social media platforms remain sparse. Building on the cognitive dissonance theory and social support theory, this study proposes and empirically examines the role of contextual, individual and social networking factors in determining the customers’ intentions to engage in negative word-of-mouth communication using social networking sites. Self-reported retrospective survey was used to obtain responses from 206 online shoppers. The results of the structural equation modelling showed that feeling of injustice, firm attribution, firm image, face concern, reappraisal, use intensity and tie strength are key antecedents of negative word-of-mouth communication. The findings provide valuable insights for managers in developing effective Webcare interventions for negative word-of-mouth communication on social networking sites

Social Impact and Consumer Purchase Intention in Social Commerce

This research explores how social factors affecting consumer purchase intention in social commerce. It is generally agreed that social impact can influence consumer buying behavior. This paper presents a research model comprises four research hypotheses with four constructs, including informational social influence, conflict, competence, and purchase intention. The results of the empirical study suggest that informational social influence is critical in ensuring competence and conflict is the major factor contributing to purchase intention. The findings of the study provide useful insights into how online merchants can reinforce customer engagement behavior and so as to improve consumer competence and in turn foster purchase intention in social commerce

How Do Consumers Identify Useful Review Information in a Social Media Environment?

The popularity of social network services (SNS) provides consumers with new channels to obtain information, and the convenience and diversity of information help consumers reduce the uncertainty and risk in online shopping. However, with the development of the internet, increasing information is available to consumers, and the information overload of online reviews (ORs) creates higher requirements for consumer information screening. Therefore, how to quickly and accurately identify useful information becomes important. There is much literature discussing the usefulness of online word of mouth and ORs, but these studies generally explore information selection and judgment in the traditional business to consumer environment and do not specifically explore social shopping in SNS. In addition, the existing results often only consider the quality factor of ORs and ignore the influence of consumers’ personal choice preferences and the characteristics of OR publishers on consumer behavior. From this, based on the theory of planned behavior and the online trust model, this paper determines the relevant factors and frameworks that affect the usefulness of ORs in the SNS environment. We start from the perspectives of reviewer-related and information-related aspects. Partial least squares structural equation modeling (PLS-SEM) was used to analyze 237 samples for eight factors: credibility, social distance, evaluation (positive and negative), information quality (accuracy, timeliness, and integrity), and presentation. This study enriches the theory of OR usefulness in the SNS environment and provides a reference for the online marketing of enterprises

Factors Motivating the Customers’ SNS Brand Page Behavior: Comparison between China and Korea

Purpose – The wide spread and usage of SNS brand pages in companies has renovated the brand strategy in the new era. Embedded in an organically grown network of social ties, SNS brand pages show great differences from the ordinary online brand community. Called upon by the new research opportunities, this paper investigates the motivating factors (functional benefits, hedonic benefits, economic benefits and intrinsic benefits) influencing customers’ SNS brand page behavior (participation/commitment) in the cultural context of China and Korea, so as to provide meaningful implications to the companies’ effective use of SNS brand pages, and help global companies in their development of brand strategies for the two countries. Design/methodology/approach – In all, 407 Chinese and 384 Korean SNS brand page users were surveyed to conduct the above research agenda by structural equation modeling. Findings –prior motivating factor constructs are valid in influencing the consumers’ participation in and commitment to SNS brand pages in both countries, yet with dissimilarities in the significance and strength. Information seeking is not significantly correlated with the SNS brand page behavior in China, and convenience is found not correlate in Korea. Brand reputation in China and reward in Korea are the most influential factors of participation behavior. Interaction plays an important role in affecting commitment behavior in both countries. Participation has a positive impact on purchase intention in two countries, but only Chinese samples’ commitment has a positive impact on purchase intention

Social Networking and e-CRM:'Revolution' or 'e-business as usual'?

The line between 'social networking' and 'professional networking' has blurred considerably, as large firms begin to take advantage of relatively easy access to an international network of customers via social networking sites (SNSs). The evolution of SNSs (such as Facebook) has resulted in a new channel for marketing communications, and recent advances have led to the development of'customer-relationship oriented SNSs' by the world's largest firms. Despite the time, money, and technologies many large firms have dedicated to electronic customer-relationship management (e-CRM)via SNSs, however, results have often been below expectations. Undertaking a longitudinal content analysis of nine of Australia's largest firm's Facebook pages, this paper seeks to gauge the extent to which the espoused 'SNS advantages' are utilised by large firms, and the extent to which these advantagesprovide valid bases for effective e-CRM. This study revealed that only two of the six potential SNS advantages (i.e. 'interaction' and 'transparency') were effectively utilised by the sample of firms over the study period.In order to increase the effectiveness of SNSs for building and maintain effective e-CRM by large firms, this paper recommends three main strategies: Enabling trialogue, designing tailored e-CRM strategies for SNSs, and creating enthusiasm in user communities

Factors Motivating Customers’ SNS Brand Page Behaviors: A Comparison Between China and Korea

The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in the new era. This study is to provide meaningful implications regarding companies’ effective use of SNS brand pages and help global companies with their development of brand strategies. Using survey, this study investigates motivating factors (functional benefits, hedonic benefits, economic benefits, intrinsic benefits, and brand reputation) influencing SNS brand page users’ participation and commitment and the subsequent impact on purchase intention. Potential cultural differences between Chinese and Korean users are also examined along Hofstede’s culture framework. The results show that prior motivating factors found in traditional online brand communities largely hold in the context of SNS brand page in both countries, but there are differences in the significance and importance of motivating factors between the two countries. Implications and contributions are discussed. Available at: https://aisel.aisnet.org/pajais/vol9/iss4/3