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

Evaluación del rendimiento de una solución de cupones electrónicos para dispositivos móviles

El comercio electrónico móvil (m-commerce) representa ya una importante área de negocio con grandes oportunidades para consumidores y comerciantes. Sin embargo, todavía existen escenarios que requieren mejoras en cuanto a eficiencia, como son los cupones electrónicos. La eficiencia y el rendimiento de estas soluciones suele medirse únicamente considerando el coste de las operaciones criptográficas o realizando pruebas de laboratorio en entornos limitados, muchas veces una única máquina para ejecutar todo el escenario de pruebas (incluyendo consumidores y comerciantes). En este artículo presentamos un análisis del rendimiento de una solución de cupones electrónicos, mediante la cual comprobamos que no es suficiente analizar únicamente la carga debido a las operaciones criptográficas, sino que también deben considerarse otros factores, como el efecto de la red.Este trabajo ha sido parcialmente financiado por el Ministerio de Educación y Ciencia bajo el proyecto CONSOLIDERARES (CSD2007-00004)

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

Social media in marketing research : Theoretical bases, methodological aspects, and thematic focus

The widespread use of social media as a marketing tool during the last decade has been responsible for attracting a significant volume of academic research, which, however, can be described as highly fragmented to yield clear directions and insights. We systematically synthesize and critically evaluate extant knowledge of social media marketing extracted from 418 articles published during the period 2009–2021. In doing so, we use an organizing framework focusing on five key areas of social media marketing research, namely, social media as a promotion and selling outlet, social media as a communication and branding channel, social media as a monitoring and intelligence source, social media as a customer relationship management and value cocreation platform, and social media as a general marketing and strategic tool. Within each of these areas, we provide important theoretical, methodological, and thematic insights, as well as future research directions. We also offer useful managerial implications derived from the articles reviewed.© 2022 The Authors. Psychology & Marketing published by Wiley Periodicals LLC. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.fi=vertaisarvioitu|en=peerReviewed

Social Media Marketing Strategies for Improving Customer Relationships

Despite the potential benefits of social media marketing (SMM) to improve customer relationships, some small business leaders lack SMM strategies to improve customer relationships. Small business leaders who fail to improve customer relationships may observe a decline in their customer base, leading to decreased profitability. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative multiple case study was to explore SMM strategies small business leaders used to improve customer relationships. Data were collected via reviews of company documentation, participants’ social media pages, and online semistructured interviews with five small retail business leaders who used SMM strategies to improve customer relationships. Data analysis was conducted using thematic analysis and three major themes emerged: social media engagement strategy, target audience strategy, and social customer relationship management strategy. A key recommendation is for business owners to use social media platforms such as Facebook and Instagram to communicate, interact, and obtain feedback from customers. The implications for positive social change include the potential to increase employment opportunities and the standards of living in the community

Marketing boca a boca digital no Instagram: uma pesquisa descritiva através das equações estruturais

Este estudo tem como objetivo identificar o grau de relação do Uso e da Identidade Social no Marketing boca-a-boca online no Instagram. Para alcançar o objetivo geral da pesquisa foi adotado o método descritivo de abordagem quantitativa por meio do uso de equações estruturais com o programa SmartPLS (Smart Partial Least Square). A literatura explica que o Boca-a-boca online (eWOM) é a difusão de produtos e serviços através de canais interpessoais virtuais. A literatura (ARENAS, ROLDAN-CATALUÑA e RAMÍREZ; 2013), aponta como fatores antecedentes do Boca-a-boca online o Uso e a Identidade Social na rede. Estes fatores antecedentes são importantes para que empresas possam utilizar essa ferramenta para alavancar seus rendimentos. O modelo de pesquisa é uma adaptação do trabalho de Arenas, Roldan-Cataluña e Ramírez (2013), com instrumento validado (α=0,756) para língua portuguesa por Mariano e Paiva (2014). A pesquisa foi realizada com 93 estudantes usuários do Instagram, que pertencem ao curso de administração de uma instituição de ensino superior de Brasília, no Distrito Federal. Os resultados apresentaram que o grau de predição do eWOM de 13,1%. A variável que tem maior influencia é a Identidade Social em um grau de 0,28, enquanto o USO explica um eWOM em um grau de 0,117 não demonstrando significância nesta relação

Using eCommerce to Improve Product Marketing and Profitability in Nigeria

Small and medium enterprises in Nigeria rarely use eCommerce, which has led to lagging market shares and profitability compared to firms in other countries that use eCommerce. Approximately 90% of boutique fashion businesses shut down their businesses due to the inability to operate outside their business location. The social exchange theory was used in this multiple case study to explore how some small business owners in the boutique fashion industry use eCommerce to improve product marketing and profitability in Nigeria. The target population for this study was 5 fashion boutique owners based in Lagos State, Nigeria with a significant record of profitability by using eCommerce in product marketing. The data collection was through semistructured face-to-face interviews with 5 business leaders; each from different fashion boutiques in Lagos. Data collected was first coded to maintain confidentiality of participants, the digital recordings was transcribed into a Microsoft word document, and Nvivo 10 software was used to analyze and generate emerging themes. The data analysis was supported by methodological triangulation and member checking to enhance the credibility and trustworthiness of the interpretations. Two of the themes that emerged from the study were generating sales to improve profitability and strategic store locations. Use of eCommerce may contribute to social change through an increase in successful startups, increased employment, and the positive impact such companies have in the societies and communities they operate. Leveraging eCommerce may enable small- and medium-sized enterprise leaders to operate sustainable businesses

An Analysis of the Impact of an Influencer\u27s Perceived Trustworthiness and Content Quality on Their Follower\u27s Travel Intent

Influencer marketing is quickly becoming an essential aspect of a company\u27s online and social media strategy. This research examines the field of influencer marketing by conducting a quantitative study that researches the impact of two influencer attributes, trust and content quality, and how they affect the travel intentions of a follower. The study was conducted directly by an influencer on their followers, and the analysis showed that trust and content quality impact the travel intentions of followers. This work is important as the travel industry is still recovering from the Covid-19 pandemic. It provides a better understanding of how companies, through influencers, can impact an audience\u27s potential travel intentions

The influence of marketing communications on the youth's adoption of m-payments in KwaZulu-Natal.

Doctoral Degree. University of KwaZulu-Natal, Durban.There has been poor subscription and usage of m-payments in the recent past in South Africa (RSA), especially with the failure of Vodacom M-Pesa and MTN Mobile Money. Presumably, this is attributed to a lack of knowledge on the functionality and benefits of such services and the fact that ‘cash is king’. This study places integrated marketing communications (IMC) at the centre of the adoption of m-payments, as it plays a key role in informing users on the effect of reducing user uncertainties and risks as knowledge structures are built. The study adopted a survey research design to determine the influence of IMC on the adoption and use of mpayments among the youth in KwaZulu-Natal. The questionnaire utilised in the study adopted scale items from constructs embedded within the Unified Technology Acceptance and Use Theory 2 (UTAUT2) and the communication performance construct, to obtain quantitative data. Quota sampling was used to draw a sample of 383 respondents from three institutions of higher learning located in the cities of Durban and Pietermaritzburg. With a 73% response rate, analysis of the gathered data was carried out using descriptive and inferential techniques. Hypotheses were tested using multiple linear regression, Student’s t Test, exploratory factor analysis, confirmatory factor analysis and structural equation modelling, so as to refine and develop a conceptual model. The structural model was found to have a good fit with all but two hypotheses-linked paths being statistically significant and hence supported. IMC measured in the form of communication performance was found to have a strong direct positive impact on the risk factors (functional risk, social influence, price value and facilitating conditions). Communication performance had the greatest positive impact on price value, suggesting that the youth are a rational user market segment with a need for utilitarian motivation within m-payment purchase or use situations, regardless of gender. This study explored the relationship between IMC and innovation adoption, thereby extending the body of knowledge in a multidisciplinary field of marketing and information technology, producing a model that may be used in probing m-payments use behaviour from a marketing perspective. Key words: Integrated marketing communications, mobile payments, structural equation modelling, technology adoption, youth market.List of Exhibits on page xvi of thesis

DETERMINATION OF CONSUMER’S ATTITUDES TOWARD MOBILE COUPONS AND A RESEARCH

Mobil teknolojilerin gelişmesi ile birlikte artık zaman ve yer kısıtlarına bağlı kalınmadan, teknolojiden ve beraberinde getirdiği yeniliklerden faydalanmak mümkün olmaktadır. İşletmeler kısa mesaj servisleri (SMS) başta olmak üzere iletişim ve satış geliştirme faaliyetleri için mobil hizmetlerden gitgide daha fazla faydalanmaya başlamışlardır. Malların, hizmetlerin ve fikirlerin tutundurulması sürecinde yararlanılan mobil pazarlama faaliyetlerinin bir parçası olan ve SMS aracılığı ile tüketicilerin mobil telefonlarına gönderilen mobil kuponlara son yıllarda ilgi artmıştır. Çalışmanın amacı, reklam, kişisel satış ve halkla ilişkiler faaliyetleri dışında kalan tüm tutundurma faaliyetlerini içeren satış geliştirme araçlarından birisi olan mobil kupon uygulamalarına ilişkin tüketici tutumlarını ortaya koymaktır. Araştırma mail adreslerine erişilebilen 400 mobil telefon kullanıcısına ulaşılarak yapılmış ve 383 mobil telefon kullanıcısından dönüş olmuştur. Anket formunda iki grup soru sorulmuştur. Tutumları ölçmeye yönelik sorular Astrıd Dickinger ve Mırella Kleıjnen’nın yapmış oldukları çalışmada yer alan sorular temel alınarakgeliştirilmiştir. Cevaplayıcıların anket sorularına ilişkin görüşlerinden elde edilen verilerin SPSS programı aracılığı ile analizi yapılmıştır. Araştırmaya katılan cevaplayıcıların mobil kupon kullanım oranının az olduğu tespit edilmiştir. Kupon kullanma eğilimi ve ekonomik fayda ile tavır ve sosyal normlar arasında anlamlı bir ilişki olduğu görülmektedir. Mobil Kuponların satış geliştirme aracı olarak kullanılması müşterilerin bir ekonomik fayda sağladığına inanması ve kendini özel olarak hissetmesi ile mümkündür. İşletmelerin müşterilerinin kendilerini özel hissetmelerini sağlayıcı ve mobil kupon değerini arttırıcı çabalara yer vermeleri gerekmektedir.Mobile technology, in every area of daily life, affects all age groups of people and increases its importance day by day. With development of mobile technologies, it can be possible that utilize the benefits of this technology and its innovations without limitation of time and place. Firms are increasingly using mainly Short Message Service (SMS) and mobile media for communication and promotion. In recent years, mobile coupons, which is one of the mobile marketing tools in the process of purchasing products and services, has been using as a promotion tools. There aren’t enough studies about via SMS with mobile coupons sent to consumers' mobile phones in Turkey. This study aims to determine the consumer’s attitude toward mobile coupons that is except for advertising, personal selling and public relations activities and sales developmenttools but includes all the promotional activities, trends of using mobile coupons and explain the factors which affect the using trend of consumers. In this study, sent a survey to 400 mobile phone users in Turkey and 383 mobile users responded the survey. The survey has included two groups of questions. One of them includes the demographic characteristics of consumers and the other one includes 33 questions which aims to measure of attitude of consumers. The questions of the second group were prepared the based on the study of Astrid DICKINGER and Mirella KLEIJNEN. The findings of the study is tested by using SPSS. It is found out that mobile coupon use among the answerers who participated the research is low. It is seen that there is a meaningful correlation between trend in coupon use and economic benefit with attitudeandsocialnorms. Thecustomers onlyfeel special when theybelievethemobile coupons as a sales development means provide economic benefit to theme. It is necessary for companies to put effort on making the customers feel special and improve the value of mobile coupons