119,930 research outputs found

    Susceptibility and influence in social media word-of-mouth

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    Peer influence through word-of-mouth (WOM) plays an important role in many information systems but identification of causal effects is challenging. We identify causal WOM effects in the empirical setting of game adoption in a social network for gamers by exploiting differences in individuals’ networks. Friends of friends do not directly influence a focal user, so we use their characteristics to instrument for behavior of the focal user’s friends. We go beyond demonstrating a large and highly significant WOM effect and also assess moderating factors of the strength of the effect on the sender and receiver side. We find that users with the most influence on others tend to be better gamers, have larger social networks, but spend less time playing. Interestingly, these are also the users who are least susceptible to WOM effects

    The effects of emotional intelligence and word-of-mouth on consumers’ purchase decision in social network online purchase toward cosmetic market – A study in Ho Chi Minh City, Vietnam

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    This research aims to investigate the effects of emotional intelligence, word-of-mouth, trust and perceived value as important psychological factors on customers’ behavior through social network online purchase. A model has been constructed and based on the proposed relationships of emotional intelligence, word-of-mouth, trust, perceived value, purchase intention and purchase decision. A survey was carried out and collected 430 responses from people who used to buy cosmetics through social networks. By using quantitative approach and verification techniques, the findings indicate that consumers’ buying behavior is predicted by word-of-mouth, trust and perceived value. Besides, word-of-mouth is also regarded as a factor that directly affects trust. In addition, there is a significant positive relationship between perceived value and trust. A positive relationship has also been found between customers’ purchase intention and their buying decision. However, there is no significant signal about the relationship between emotional intelligence and trust. The study also brings some strategic recommendations to cosmetic sellers and suppliers about how to attract more customers, and lead them to be loyal among a multitude of choices in social network online purchase

    Social Commerce: An Empirical Examination of the Antecedents and Consequences of Commerce in Social Network Platforms

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    This paper studies a pioneering venture of integrating e-business with social network platforms and seeks to understand the antecedents and consequences of social commerce . In particular, we conduct an econometric analysis examining how the characteristics of the users and their social networks affect their decision to participate in this novel service. Based on the empirical results, we find that the social neighbors of the users and their economic behavior, the brand loyalty of the users, and their familiarity with the platform have significant effects on the likelihood of social purchases. Additionally, we build predictive models in order to both identify the effective disseminators of information and discover their distinguishing characteristics. Finally, we both contribute to the related literature, discovering new rich findings, and provide actionable insights with major implications for brands and marketers who would like to generate direct sales on social network platforms and orchestrate word-of-mouth

    The Effects of Word-of-Mouth Communication on Consumer Healthful Lifestyle Change

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    Word-of-mouth (WOM) communication is a socially mediated pathway that helps people overcome perceived barriers to healthful behavioural change. A study was conducted in Singapore to examine the effects of person-to-person WOM communication on people’s healthful lifestyle changes. The study draws from the interactional perspective of Social Cognitive Theory (SCT) [1–2], which posits that environmental (social and physical) and personal factors determine behaviour change in a prescribed sequence of operations. Focusing on positive valence, oral communication and the receiver’s perspective, three key constructs underlying WOM were analysed for their contribution to behavioural change in physical activity and healthier diet: i) strong-tie social networks, comprising family, friends and a significant other; ii) interpersonal relational attributes, comprising trust, commitment, relationship quality and satisfaction; and iii) social support, comprising emotional, functional, companionship and informational supports. Using a survey (N=156) and follow-up interviews with a subset of 14 respondents, the study found that social networks, relational attributes and social support significantly influenced healthful behavioural change. Further, individual variables and their subcomponents appeared to have varying effects on different people and different types of healthful behavioural change, suggesting that health promotion marketing should be highly differentiated to be effective

    An Analysis of the Antecedents of Positive Word-of-Mouth Communications with Regards to a Product or Service

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    concept of word-of-mouth communications in the domain of marketing is not a new one. An extensive amount of research has been undertaken pertaining to the theoretical aspects of word-of-mouth communications. However, research in terms of its practical aspects is still scarce. Positive word-of-mouth regarding a product or service brings many benefits to a company, such as increased sales, but there has been a lack of research in identifying the motivating factors behind an individual’s willingness to spread positive wordof- mouth regarding a product or service provided by a company. Furthermore, rapid advancements in technology have led to the increased availability of broadband Internet access all around the world. In addition to this, the existence of social media networks such as Facebook has made it easier for individuals, and even customers of a product or service, to communicate with each other on the cyberspace. Such developments meant that positive word-of-mouth communications could no longer be viewed from a traditional perspective. In addressing these concerns, this dissertation has been undertaken to analyze the relationship between the antecedents of word-of-mouth communications and an individual’s tendency to engage in positive-word-of-mouth activities. In view of the rising availability of broadband Internet access to the masses, as well as the existence of Facebook, this dissertation will also seek to analyze the moderating effects presented by an individual’s usage level of Facebook towards the relationship between the antecedents of word-of-mouth communications and the tendency to engage in positive word-of-mouth activitie

    The Effect of eWOM from Identity and Non-Identity Social Media on Movie Sales.

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    Social media platforms differ in the extent to which users reveal their identities, as well as users\u27 ability to detect others\u27 identities, both of which could lead to differential effects of social media generated word-of-mouth (eWOM) on actual consumer behavioral responses. Based on prior research on social identification, and relationship orientation of social networks in marketing, the authors examine whether eWOM on identity-focused (e.g., Facebook) and non-identity-focused (e.g., Youtube) platforms impact an objective consumer response variable: motion pictures box office sales. Using social media posts data for 58 randomly selected movie releases across all platforms during the period November 2014 - February 2017, the authors demonstrate that the overall volume of eWOM across all social media is positively associated with movie box office sales. The authors further find that eWOM on identity and nonidentity-focused platforms each have a positive effect on sales, and the magnitude of their effect is not significantly different, suggesting that both types of platforms merit attention from marketing managers

    Creating Social Contagion through Viral Product Design: A Randomized Trial of Peer Influence in Networks

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    We examine how firms can create word-of-mouth peer influence and social contagion by designing viral features into their products and marketing campaigns. To econometrically identify the effectiveness of different viral features in creating social contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246% increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98% increase. Although active-personalized viral messages are more effective in encouraging adoption per message and are correlated with more user engagement and sustained product use, passive-broadcast messaging is used more often, generating more total peer adoption in the network. Our work provides a model for how randomized trials can identify peer influence in social networks

    The impacts of electronic word of mouth in social media on consumers` purchase intentions

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    The influence of Electronic Word of Mouth (eWOM) on consumers` purchase intentions has been known for a long time. However, eWOM has gained a new dimension with the advent of social media. Before this new phenomenon, people were able to talk with anonymous people on the Internet. Social media enable people to talk with friends and acquaintances, on the Internet. This new way of eWOM might be more powerful in terms of triggering purchase intention. This study discusses the electronic word of mouth within the context of social media. Particularly, this study examines the influence of eWOM in social media on consumers` purchase intentions. The research consists of two phases. First, survey will be conducted to understand the effect of eWOM in social media on purchase intention. Then interviews will be made to reveal that how eWOM in social media affects consumers` purchase intentions. The results should contribute to both researchers and practitioners
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