Using Consumer-Generated Social Media Posts to Improve Forecasts of Television Premiere Viewership: Extending Diffusion of Innovation Theory

Billions of US dollars in transactions occur each year between media companies and advertisers purchasing commercials on television shows to reach target demographics. This study investigates how consumer enthusiasm can be quantified (via social media posts) as an input to improve forecast models of television series premiere viewership beyond inputs that are typically used in the entertainment industry. Results support that Twitter activity (volume of tweets and retweets) is a driver of consumer viewership of unscripted programs (i.e., reality or competition shows). As such, incorporating electronic word of mouth (eWOM) into forecasting models improves accuracy for predictions of unscripted shows. Furthermore, trend analysis suggests it is possible to calculate a forecast as early as 14 days prior to the premiere date. This research also extends the Diffusion of Innovation theory and diffusion modeling by applying them in the television entertainment environment. Evidence was found supporting Rogers’s (2003) heterophilous communication, also referred to by Granovetter (1973) as “weak ties.” Further, despite a diffusion pattern that differs from other categories, entertainment consumption demonstrates evidence of a mass media (external) channel and an interpersonal eWOM (internal) channel

Trust and reciprocity effect on electronic word-of-mouth in online review communities

Purpose Social media developments in the last decade have led to the emergence of a new form of word of mouth (WOM) in the digital environment. Electronic word-of-mouth (eWOM) is considered by many scholars and practitioners to be the most influential informal communication mechanism between businesses and potential and actual consumers. The purpose of this paper is to extend knowledge about WOM in this new context by proposing a conceptual framework that enables a better understanding of how trust and reciprocity influence eWOM participation in ORCs. Design/methodology/approach This study applies non-probability convenience sampling technique to conduct a quantitative study of data from an online survey of 189 members of ORCs. Partial least squares (PLS) is used to analyse the correlations between individuals’ intention to seek opinion, to give their own opinion and to pass on the opinion of another within ORCs. Findings The data analysis reveals that opinion seeking within ORCs had a direct effect on opinion giving and opinion passing. Ability trust and integrity trust had a positive effect on opinion seeking, while benevolence trust had a direct positive effect on opinion passing. Reciprocity had a direct impact on opinion passing. While reciprocity did not affect opinion giving, the relationship between these two concepts was mediated by integrity trust. Research limitations/implications By studying the complexities that characterise the relationships between reciprocity, trust and eWOM, the study extends understanding of eWOM in ORCs. Originality/value To the best of the authors’ knowledge, this is one of only a few papers that have examined the complex interrelationships between reciprocity, trust and eWOM in the context of ORCs

Electronic Word of Mouth (Ewom) and the Travel Intention of Social Networkers Post-COVID-19: A Vietnam Case

Purpose: The purpose of this study is to quantitatively determine the impact of electronic word of mouth (eWOM) on the travel intention of Vietnamese social network users. The study proposes solutions to develop online marketing strategies in tourism to quickly restore the tourism industry after the COVID-19 pandemic.   Theoretical framework: This study combines two theoretical models, the Information Acceptance Model (IAM) and the Theory of Reasoned Action (TRA), to explore how electronic Word-of-Mouth (eWOM) impacts travel intentions in Vietnam, particularly in the context of the COVID-19 pandemic. IAM focuses on factors like information quality and credibility, while TRA addresses additional behavioral factors. By integrating these models, the study aims to provide a comprehensive understanding of eWOM's influence on travel intentions among social media users in Vietnam during the pandemic.   Design/Methodology/Approach: The study was conducted in Vietnam. The questionnaire was administered to respondents via an online survey. The results were 262 valid feedback forms conducted in 2023. Linear structural modeling (SEM) was used to measure the relationship between factors in the research model.   Findings: Research results show that all factors have a positive impact on travel intention through other factors, or will directly impact travel intention of social network users in Vietnam.   Research,  Practical  &  Social implications: It is critical to focus on building marketing channels that support electronic word-of-mouth (eWOM) in order to successfully promote trip ambitions. The Tourism Office has adopted digital marketing as a cutting-edge strategy for promoting the region's tourism potential (Burhan, 2023). Furthermore, because travel intentions are positively related to information acceptance, these channels must prioritize improving the quality and dependability of eWOM information. Furthermore, channel managers should keep a careful eye on customers' opinions regarding eWOM-related concerns. Finally, administrators should create unique, context-based solutions that might increase travel intentions among social network members while taking Vietnam's cultural context into consideration. This proactive strategy enables rapid revisions and customized solutions to successfully engage with the Vietnamese audience.   Originality/Value: The unique contribution of this paper lies in its innovative introduction of a modified theoretical model of rational action. This model aims to elucidate factors influencing tourist travel behavior in a way that has not been explored in previous research. Specifically, it amalgamates elements from three existing models (TRA, IAM, and TPB) and introduces an additional eWOM factor to enhance the understanding of behavioral intentions. This novel factor, devised by the authors in their research model, holds particular relevance for a country like Vietnam, characterized by its developing technological landscape and strong traditional culture. This novelty significantly enhances our ability to analyze the impact of eWOM on travel intentions among social media users in Vietnam, especially during the prolonged effects of the COVID-19 pandemic

Curation-based network marketing: strategies for network growth and electronic word-of-mouth diffusion

In the last couple of years, a new aspect of online social networking has emerged, in which the strength of social network connections is based not on social ties but mutually shared interests. This dissertation studies these "curation-based" online social networks (CBN) and their suitability for the diffusion of electronic word-of-mouth information (eWOM). Within CBN, users do not rely on profiles full of personal information to identify network ``friends''. Rather, CBN users curate collections of digital content that becomes their digital self-expression within the network. This digital content can then be viewed, commented on, and shared across the pages of other CBN users. As the dissertation will show, this process of digital content curation, a relatively new online practice that centers around the collection and sharing of rich digital media, builds CBN, and presents exciting opportunities for the study of eWOM. The dissertation presents three studies around digital content curation, CBN, and eWOM diffusion. Study 1 examines individual level antecedents of digital content curation behavior. In this study, we use theory from sociology and behavioral psychology to develop a model of user intentions towards digital content curation behavior. We find that digital content curation is comprised of a mixture of social and utilitarian motivations, and that the management and organization of digital content is a major reason that people spend time on CBN. Study 2 examines the way that digital content curation behaviors grow CBN. We study a sample of 1800 CBN users to determine the way that their digital content curation behaviors attract and retain interested CBN followers. We find that the most successful CBN users are those that can generate an eWOM response around their content collections. Additionally, we find that textual eWOM plays a very limited role in attracting followers in the CBN environment. Finally, Study 3 examines eWOM diffusion by analyzing data on the structure and diffusion of digital content through real-world CBN network structures. This descriptive analysis of eWOM in CBN presents details on the way that CBN data is structured, and the methods and techniques that can be used to collect and analyze real-world eWOM collected from a CBN site. The study uses the UCINET network visualization software package to examine the networks of thirty companies operating CBN pages. Using a unique data set specifically compiled for this study, we are able to visualize the diffusion of curated digital content through the networks of these companies, and show how companies can identify their most influential followers as targets for further eWOM and traditional marketing efforts. Together, the three dissertation studies offer a holistic view of content curation behavior and curation-based online social networking and has the potential to fill the gap in the literature on information diffusion and online marketing. We make substantial contributions to the areas of sociology, economics, and marketing, and offer one of the first treatments of the role of digital content curation in online social networks

an application of the theory of planned behaviour

Instagram has taken a substantial role in social media advertising, as it has gained popularity amongst advertisers and influencers, and both parties are looking for higher engagement rates. However, little is known about what drives these rates. This study aims to apply the Theory of Planned Behaviour on engagement with two types of Instagram advertising (traditional and influencer). A survey with 180 participants was conducted, analysing attitude, subjective norm and perceived behaviour control. Regression analyses partially support the theory and show that it is a better fit with influencers’ advertisement. As attitude was found to have a greater influence on traditional advertisement, several strategies to improve it are proposed

Conceptualizing the Electronic Word-of-Mouth Process: What We Know and Need to Know About eWOM Creation, Exposure, and Evaluation

Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and propose a research agenda based on a multidisciplinary systematic review of 1050 academic publications on eWOM published between 1996 and 2019. We conclude with a discussion of the future of eWOM research and practice

Electronic Word-of-Mouth for E-Commerce Consumption in Mobile Social Network: a Case Study from WeChat

With the population of social networking services (SNS) like WeChat, they have emerged as an increasingly important media or platform that facilitates product-focused electronic word-of-mouth (eWOM) activities. Meanwhile, e-commerce has become an essential part of our daily life. The goal of the current research is to discover the key factors that affect consumers’ willingness to engage in eWOM behaviors on mobile social media like WeChat. We mainly investigate eight factors including personal factors, WeChat usage, social communication, e-commerce participation, consumer online perceptions, perceived risk, platform factors, and product factors, which may encourage or restrain consumers to spread eWOM on WeChat. We have constructed a theoretic model and proposed a series of hypotheses. In order to verify the model as well as the hypotheses, we have carried out a questionnaire survey. Moreover, we use SPSS 20 software to analyze the results of the survey. We try to find out the significant factors that affect eWOM most on WeChat. According to the result, social communications and consumer online perceptions have shown strong influence on eWOM. Finally we make a discussion on the results, which could be used to support the marketing or sales activities of potential enterprises