Metodología para el análisis de la eficacia del eWom visual en la intención de compra en las comunidades de compra social. Caso: Polyvore

Las comunidades de compra social son un modelo de negocio que ha cautivado la atención de las firmas de moda en los últimos años, logrando una alta tasa de crecimiento y popularidad entre los consumidores. Polyvore1 , contaba con 20 millones de miembros que creaban más de 30.000 sets diariamente. Un set es un collage de artículos de moda, fotografías y texto. La creación de set en Polyvore generaba eWom visual. Éste es definido como una construcción multimodal que combina elementos textuales y visuales, donde más del 70% del mensaje debe ser visual. Se realizó una investigación deductiva de metodología cuantitativa, de estudio transversal para identificar si el eWom visual que se realizaba en Polyvore influía en la intención de compra. Los resultados de las 296 respuestas validas muestran que eWom visual, aumentaba la visibilidad de los artículos de moda, incrementando las visitas a las tiendas online, pero no la intención de compra. El componente principal que motivaba la intención de compra era el factor precio. Las empresas deben observar el comportamiento de los miembros de las SSC para poder predecir sus futuros hábitos de compra e influir en ellos

Sentiment analysis of electronic word of mouth (E-WoM) on e-learning.

The proliferation of social media and the internet has given people many opportunities to air their views and to be at liberty to say what they feel without hindrance. This is beneficial to commercial organizations and the general well-being of the populace. However, the cost of this freedom is that spamming is practiced with little or no control. This chapter focuses on the electronic word of mouth (eWOM) of opinion holders and the sentiments expressed in eWOM. One of the areas of life impacted by sentiment is electronic learning because it has become a prevalent mode of learning. The study aims to analyze eWOM on e-learning which can help in identifying learners' sentiments. Findings from three thousand tweets show more neutral sentiments, followed by positive sentiments. Suggestions and recommendations as well as the future directions for sentiment analysis of eWOM on e-learning are also discussed in this chapter

The Effect of Situational Factor, Visual Merchandising, and Electronic Word of Mouth on Impulsive Buying Behavior on Video on Demand Services Current The Covid-19 Pandemic Crisis

The COVID-19 pandemic situation makes people tend to consume video on demand as an alternative for home entertainment. This makes video on demand service providers compete by taking advantage of this situation. Sometimes the existing stimulus can lead people to buy products impulsively. This study aims to examine the effect of situational factor, visual merchandising, and electronic word of mouth on impulse buying behavior. This study used non-probability sampling techniques and the method used was judgmental sampling. This study focuses on Netflix consumers aged 18-39 who bought Netflix products impulsively during the COVID-19 pandemic. 200 respondents collected using the online bilingual questionnaire in English and Indonesian and spread over 32 countries. Data were analyzed using a multiple linear regression method. The results showed that situational factor and electronic word of mouth significantly influence on impulse buying behavior. Meanwhile, visual merchandising has no influence on impulse buying behavior. This can be used as a reference in increasing sales by maximizing consumer impulse buying behavior

The Effect of Perceived Waiting Time on Customer’s Satisfaction: A Focus on Fast Food Restaurant

Past research reveals that perceived waiting time was found to influence customer satisfaction and post-purchase behaviour. However, the present study aims to examine the effect of perceived waiting time on customer satisfaction in the context of fast food restaurant in Malaysia. In this study, simple random sampling method was employed and a total of 384 questionnaires were distributed. Consequently, 205 usable responses were successfully collected, representing 53% response rate. The data were analysed using SPSS software including descriptive analysis, reliability and validity test, factor analysis and correlation analysis. The result reveals that perceived waiting time significantly influence customer satisfaction towards fast food restaurants. Theoretically, this study confirmed the effects of perceived waiting time on customer satisfaction in the context of fast food restaurant. Practically, these findings are invaluable to fast food operators to improve the quality of their service delivery.Keywords: Perceived waiting time, Customer satisfaction, Fast food restaurant

Predicting Customer Satisfaction and Intention to Revisit a Local Coffee Shop with Industrial Concept in Jakarta

This study examines the factors that influence customer satisfaction and visiting intentions at a local industrial coffee shop. This  study  uses  six  measured  variables: service quality, food quality, variety of menu, café atmosphere, customer satisfaction and revisit intention. The data collection method used a survey with an instrument in the form of a online questionnaire. Respondents are those who live in DKI Jakarta and have made purchases and visits to local coffee shop with industrial concepts. A total of 246 respondents were involved, the data were analyzed using SPSS 26 and SEM from AMOS software version 26 to manage and analyze data. The results of this study based on the hypothesis indicate that the hypothesis of service quality on revisit intention is accepted and significant, service quality on customer satisfaction is accepted and significant, food quality on revisit intention is accepted and significant, food quality on customer satisfaction is accepted and significant, customer satisfaction on revisit intention is accepted. and significant, variety of menu on customer satisfaction is accepted and significant, variety of menu on revisit intention is accepted and significant, café atmosphere on customer satisfaction is accepted and significant, café atmosphere on revisit intention is accepted and significant

Métodos con metodología, estudios con objetivo

Fac. de Ciencias de la InformaciónTRUEpu

El eWom visual en las comunidades de compra social del sector de la moda : el caso Polyvore

El auge de las redes sociales (Herrera y Codina, 2015), el crecimiento de los blogs y otros medios digitales que se alimentan de los contenidos que aportan sus miembros, han dado lugar a una nueva forma de comercio electrónico conocido como compra social caracterizada por ser un híbrido entre red social y comercio electrónico. Con el fin aportar una nueva perspectiva en los estudios relacionados con el prosumidor digital, el contenido generado por el usuario (UGC), el boca a boca electrónico (eWom) y principalmente del boca a boca electrónico visual (eWom visual) en las comunidades de compra social, esta investigación tiene como objetivo general, el estudio de los mecanismos que posibilitaban y favorecían el eWom visual entre los usuarios de Polyvore, como parte de una estrategia publicitaria utilizada por las marcas de moda, en una comunidad de compra social orientada a este sector.Este trabajo parte de concepto sobre eWom visual establecido por Ritveld et al. (2016, p. 2), para quienes el “eWom visual es cualquier mensaje donde la información principal es visual, es creado por clientes reales o potenciales de un producto, una marca o una institución. El elemento marca es el factor diferenciador entre eWom visual y UGC”. En este sentido, y siguiendo a Ritveld et al (2016) en este trabajo para que un mensaje sea considerado eWom visual debe reunir una serie de características: (1) el elemento marca debe estar presente en el mensaje, (2) el contenido del mensaje debe ser 70% visual, (3) el mensaje debe ser elaborado por un consumidor o posible cliente. Si otro usuario comparte este contenido también se considera eWom visual, (4) el mensaje debe estar públicamente en Internet para que otras personas lo puedan ver sin un mínimo de esfuerzo..

Delineating the antecedents of electronic word-of-mouth-seeking intentions on social media: the case of the Saudi Arabian fashion industry (YouTube vloggers)

Electronic word-of-mouth (eWOM) delivered by vloggers on social media sites (SMSs) has a more powerful influence on consumer product decisions than traditional advertisements. Nevertheless, using SMSs to stimulate vloggers use of eWOMs efficiently remains challenging. Researchers and managers need a more in-depth understanding of the individual factors that influence SMS users’ seeker intentions. There is a dearth of literature examining the impact of cultural and social elements and the visual evidence (videos) on YouTube. Existing studies suggest that Saudi females represent the largest group of fashion vloggers and eWOM seekers on YouTube fashion channels. Therefore, this study aims to investigate the factors that influence Saudi female eWOM-seeking intentions on vlogger fashion YouTube channels. This study uses the theory of utilitarian and hedonic motivations to explore factors related to the social and cultural elements that influence eWOM-seeking intentions by adopting a two-phase mixed method approach. First, the study implements a qualitative observation ‘netnography’ method to monitor 300 users’ comments on YouTube videos reviewing the fashion industry in Saudi Arabia. The findings of the netnography, in conjunction with findings from literature review, were used to develop a conceptual framework. The conceptual framework includes utilitarian motivations evidence from convenience, availability of information and utilitarian purchase intention. Hedonic motivations were generated through trend discovery, socialising, hedonic purchase intention and innate qualities. Secondly, an online questionnaire tests the relations among variables in the study’s conceptual framework. The data was collected in January and February 2017. A total of 210 usable responses were received. The data were analysed using a partial least squares analysis. The results indicate user purchase intentions prompted by utilitarian motivations had the most influence on eWOM-seeking intentions. Although trend discovery is determined in the netnographic study, the quantitative results show trend discovery as not being statistically significant in relation to hedonic motivation. Saudi females don’t see religion or language as a priority in endorsing vloggers. This study presents an eWOM-seeking intention framework to help managers design digital marketing strategies based on their target societies and SMSs. Managers should pay more attention to utilitarian motivational aspects. Future research could apply the framework used in this study to other industries and other social media users

PERCEIVED SOURCE CHARACTERISTICS OF e-WOM SENDERS EFFECTS ON PURCHASE INTENTIONS AND BEHAVIOURS: AN EXPERIMENTAL STUDY IN THE UAE

The popularity and power of Electronic Word of Mouth (e-WOM) have raised the attention of academia and businesses in the past decade. A plethora of relevant literature investigated the motives of the sender to engage in e-WOM, besides the actual content of the message, leaving unanswerable questions concerning the receiver’s perception of the message and the interpersonal similarities with the sender. This study aimed at filling this gap by assessing the potential impact of e-WOM cues on the receiver experimentally by consulting i) social comparison theory, and ii) social judgment theory. Two experiments were designed and conducted incorporating mixed-method research to address gender and cultural similarities between the sender and receiver within the concept of eateries in the UAE. The generated results unveiled that the sender credibility of e-WOM is influenced by the relationship between the sender and the receiver. The research implications for the researchers in the domain added theoretically further knowledge of e-WOM that influences from a receiver perspective. Professionally, it could enhance managerial knowledge of cross-cultural effects on consumer choices and purchase intentions to direct future marketing strategies. This research also adds to the welfare of both senders and receivers of e- WOM regarding understanding motives for sending and receiving e-WOM

The impact of influencers' visual content in social media on consumers' purchase intention: the case of SMEs restaurants in Saudi Arabia

The impact of information on consumers' purchase intentions has been known for quite some time. Ever since the idea of consulting family members and friends regarding their purchase, and with the evolution of the Tv and the Internet, consumers have reached a new level of access to products' related content. So they can be informed and evaluate purchases and share their experiences not only with people close to them but also with an endless number of current and potential consumers. Moreover, such a way of content sharing between people had primarily been formed in the verbal and textual form, more precisely verbally in face-to-face interaction and textually through the Internet, all to serve the purpose of informing other consumers about brands. Researchers have long acknowledged and investigated such a way of content exchanging under the well-known topics of word of mouth (WOM) and electronic word of mouth (eWOM) and their influence on consumers' purchase intentions. With the constant evolution of the Internet, a new communication channel has emerged known as social media platforms. A way of connecting with people worldwide so that they can reach each other all the time, regardless of any barriers. An area of interest that academics have found fascinating in investigating eWOM and its impact on consumers' choices. Such an exchange of words over social media applications can reshape consumers' intentions regarding their potential purchases. However, as we live in a world where technology evolution never stops, these social media applications have reached different and more exciting features, as users not only can interact verbally but now have the ability to interact visually via different online platforms. So the entire idea of eWOM has changed to a more advanced level, known as visual eWOM. Moreover, users of such applications can share brand-related content visually in the form of pictures and videos. A feature that makes platforms developers race against time to develop the best way to introduce new applications that make the best use of such a modern technological feature. So nowadays, we can see an endless number of social media applications that enable people to communicate visually. Nevertheless, there are few applications which have been tremendously popular. Instagram and Snapchat are two relatively recent platforms that can be mainly viewed to serve the visual exchange of content. Their popularity has reached almost most social media users worldwide. From such a perspective, the idea of exploring and investigating such visual content and how it influences consumers have become highly crucial. Not only due to how such content impacts consumers but also to how this content on social media applications can be spread among millions of people, as well as how brands can take advantage of such an excellent way of communication with current and potential consumers. An area of interest that this thesis aims to investigate. To do so, this research is built into two main phases; the first phase aims to explore the usage of social media among Saudi consumers and gather as much information as possible on their usage behaviour and the impact of social media influencers on their purchase behaviour. Through a survey of 512 Saudi consumers. The results show that Saudi consumers use social media at a very high rate, more precisely Instagram and Snapchat, and they follow and view social media influencers' content at a tremendously high percentage. However, when it comes to the impact of such content on consumers, the results indicate a low influence on consumers' purchase intentions regarding their restaurants' choices. The second phase of this thesis is to analyse content on social media applications. In detail, it examines the content, the source of the content (social media influencers), and consumers' behaviour toward the content. In order to reach such, a theoretical model was developed based on the integration of the Information Acceptance Model (IACM). The results highlighted that visual content quality, source credibility, source experience, content quantity, adoption of content, attitude toward content and subjective norms are the primary factors for visual eWOM in social media (Instagram and Snapchat) that influence consumers' purchase intentions. This thesis contributes to theoretical implications through its validated model and introduced vital findings. Moreover, the research model highlights a new approach to information adoption by expanding the IACM and introducing new insights to researchers. Future studies can consider the research model to investigate the visual content in social media and its influence on consumers' purchase intentions. Moreover, this study's results can help researchers consider other factors in studying the impact of such technology, such as employing the results to examine other social media applications that serve the visual feature, such as TikTok. Also, since this research was only conducted through a quantitative method, employing qualitative or mixed methods can be beneficial in providing a complete picture of visual eWOM influence. A further benefit of this study is how it considers the cultural character of Saudi consumers. Yet, other studies might find it worth considering other cultural factors or employing such findings in different countries. The same goes with considering different categories besides SMEs restaurants