Consumer engagement with eWOM on social media: the role of social capital

#Putkids1st: Health Professionals Using Social Media for Public Policy Advocacy-From Collective Action to Connective Action

This study examines public policy advocacy by pediatricians and other health professionals in the hashtag community: #putkids1st. The study explores 4321 tweets that feature the hashtag, generated by 1231 unique users largely drawn from the American Association of Pediatricians and its members. The data are used to explore the structural dynamics of the hashtag community, the role of homophily, and to test a source-message framework to predict and recommendations to help improve engagement and retransmission of professional health advocacy messages.

Do memorable restaurant experiences affect eWOM? The moderating effect of consumers' behavioural engagement on social networking sites

Purpose

Many restaurants offer high-quality service to their customers, hoping to provide memorable experiences that influence their loyalty and electronic word of mouth (eWOM). However, consumers' memorable experiences do not always imply positive eWOM. This study aims to (1) verify the direct impacts of the perceived quality by consumers of casual dining restaurants on positive emotions, negative emotions and memorable experiences; (2) investigate the impacts of memorable experiences on the propensity to loyalty and eWOM; (3) test the moderating effect of consumer behavioural engagement on social networking sites (CBE-SNS) on the relationship between memorable experiences and eWOM.

Design/methodology/approach

This survey included 475 university students in Brazil. Participants answered an electronic form about their experiences in casual dining restaurants. Structural equation modelling tested the hypothetical model based on the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).

Findings

The quality perceived by restaurant consumers (stimulus) positively impacts their memorable experiences and positive emotions and negatively affects their negative emotions (organism). Memorable experiences positively impact the propensity to loyalty (response). The CBE-SNS moderates the intensity of the relationship between memorable experiences (organism) and eWOM (response).

Originality/value

This study is the first that demonstrates the relationships between perceived quality, positive and negative emotions, memorable experiences, the propensity to loyalty and CBE-SNS and e-WOM in restaurants. Casual dining restaurants must offer their customers services with high perceived quality, positively impacting their emotions and their memorable experiences. Finally, restaurants must create strategies and actions to increase the CBE-SNS to encourage them to share their memorable experiences through eWOM.

Impact of information credibility on social media information adoption behavior: a systematic literature review

Purpose

The purpose of this systematic literature review was to collect and review the studies published worldwide in English language presenting the persuasive role of information/content credibility (IC) on the information adoption behavior (IAB) of social media users.

Design/methodology/approach

The relevant literature was searched by the reviewers from two specialized databases, i.e. Library, Information Science and Technological Abstract (LISTA) and Library and Information Science Abstracts (LISA), whereas five general databases, i.e. Emerald, Springer Link, Taylor and Francis Online, ProQuest Dissertations and Theses Global and Google Scholar, using the Internet (portal) services available at the two Pakistani universities, i.e. University of Sargodha and the University of the Punjab. The search was updated in February 2022.

Findings

The results of this study revealed that there was a significant impact of IC over the IAB of social media users.

Originality/value

This study is the first of its nature that aims to collect and present a systematic review of the literature based on empirical evidence of the influential role of IC on the IAB of social media users.

The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory

The maturity and growth of social media have empowered online customers to generate electronic word of mouth (eWOM), on various online websites and platforms, which may influence an individual's decision-making process. This paper explores eWOM information's impact on social media users' purchase intention by applying the information adoption model (IAM) and the technology acceptance model (TAM). PLS-SEM (SmartPLS V.3.3) has been utilized to test the hypotheses using data of 432 respondents. The research findings evinced that eWOM information quality, credibility, usefulness, and ease of use have been critical in determining online consumers' intention to adopt eWOM and form purchase behavior on social media. The study's outcomes offer the marketing managers a viewpoint to realize the significance of the effect of eWOM information on online purchase intention among social media users. Furthermore, the study findings will also enlighten marketing and business managers to utilize social media websites by gauging consumer behavior and focusing on characteristics of eWOM information on social media for better consumer insights.

Digital Marketing: A Unique Multidisciplinary Approach towards the Elimination of Viral Hepatitis

New technologies are supported by the global implementation of the internet. These improvements have deeply affected various disciplines of sciences and consequently changed services such as daily business, particularly health sectors. Innovative digital marketing strategies utilize the channels of social media and retrieved user data to analyze and improve relevant services. These multidisciplinary innovations can assist specialists, physicians and researchers in diagnostic, prophylaxis and treatment issues in the health sector. Accordingly, compared to recent decades, health decision makers are more accurate and trustful in defining new strategies. Interestingly, using social media and mobile health apps in current pandemics of SARS-CoV-2 could be an important instance of the key role of these platforms at the local and global level of health policies. These digital technologies provide platforms to connect public health sectors and health politicians for communicating and spreading relevant information. Adding influencers and campaigns to this toolbox strengthens the implementation of public health programs. In 2016, the WHO adopted a global program to eliminate viral hepatitis by 2030. Recent constructive measures that have been used in the battle against COVID-19 could be adopted for the elimination of viral hepatitis program. The presented evidence in our narrative review demonstrates that the application of digital marketing tools to create campaigns on social media, armed with professional influencers, can efficiently consolidate this program. The application of different strategies in using these popular tools will raise the public awareness about viral hepatitis. Subsequently, the availability of an effective vaccine for HBV and antiviral medication for HCV can motivate the audience to take steps towards prophylaxis and screening methods against these infectious illnesses. The encouragement of health policy makers to apply digital communication technologies and comprehensive roadmaps to implement this global program will certainly decrease the burden of viral hepatitis worldwide.

The impact of white space on consumers' perception of and attitude toward advertising

This study explored the impact of white space in advertisements on consumers' perception of and attitude toward the advertisement. Participants (N = 333) took part in two studies online. The results show that more (vs. less) white space increased independent self-construal consumers' positive attitudes toward the advertisement by increasing the relative effect of freedom on advertisement attitudes (Study 1). Moreover, print advertisements with more (vs. less) white space increased interdependent self-construal consumers' negative attitudes toward the advertisement by increasing the relative effect of loneliness on advertisement attitudes (Study 2). The findings contribute to the literature on symbolic associations by demonstrating the multiple effects of white space in visual design. Effective visual design can meet consumers' needs and enhance their preference for an advertisement.

Digital platforms: customer satisfaction, eWOM and the moderating role of perceived technological innovativeness

Purpose

The paper aims to investigate how customer satisfaction can be achieved in the context of digital platform services, its influence on electronic word of mouth (eWOM) and how such relationships can be moderated by perceived technological innovativeness (PTI).

Design/methodology/approach

The research framework was developed and empirically tested using an online survey and analysed using structural equation modelling (SEM). Data were gathered from 501 Uber customers in London, UK.

Findings

The study recognises and confirms that trust and cost saving enhanced customer satisfaction in Uber mobility services, which has a positive impact on eWOM. There are other findings regarding users who share rides vs those who do not share. Furthermore, it has been found that PTI moderates the relationship between customer satisfaction and eWOM.

Originality/value

The research draws on collaborative consumption literature and contributes to the antecedents of customer satisfaction in digital economy literature: trust, environmental impact, cost saving and utility. The study offers an empirical validation of the role of PTI in enhancing eWOM. The paper breaks new ground for a better understanding of how PTI can moderate the influence of customer satisfaction and eWOM in digital platforms.

Engagement of Ethnic-Minority Consumers with Electronic Word of Mouth (eWOM) on Social Media: The Pivotal Role of Intercultural Factors

Social network sites (SNS) facilitate eWOM communication among consumers of different cultures. Building on contact theory and the theory of planned behavior, we propose a conceptual framework that integrates intercultural factors as predictors of minority consumers’ engagement with eWOM communicated by and to individuals of the dominant culture on social media. A partial least squares (PLS) analysis on data collected from the Israeli-Arab minority shows that intercultural factors (i.e., acculturation, social interaction, and language proficiency) are antecedents of minority consumer engagement with eWOM. However, this relationship is mediated by consumer beliefs (attitudes, subjective norms, and perceived behavioral control) concerning this behavior, and moderated by the cultural distance between minority and dominant culture consumers. The findings help marketers plan marketing communications that engage audiences meaningfully and generate positive eWOM when targeting ethnic-cultural minorities. The current study contributes to our understanding of minority consumers’ engagement with eWOM communicated by and to members of the hegemonic culture. It further contributes to consumer engagement theory and acculturation research by supporting the post-assimilationist view. The proposed model is highly valuable in light of the importance of the concept of consumer engagement in marketing research.

“Worse Than What I Read?” The External Effect of Review Ratings on the Online Review Generation Process: An Empirical Analysis of Multiple Product Categories Using Amazon.com Review Data

In this paper, we study the online consumer review generation process by analyzing 37.12 million online reviews across nineteen product categories obtained from Amazon.com. This study revealed that the discrepancy between ratings by others and consumers’ post-purchasing evaluations significantly influenced both the valence and quantity of the reviews that consumers generated. Specifically, a negative discrepancy (‘worse than what I read’) significantly accelerates consumers to write negative reviews (19/19 categories supported), while a positive discrepancy (‘better than what I read’) accelerates consumers to write positive reviews (16/19 categories supported). This implies that others’ ratings play an important role in influencing the review generation process by consumers. More interestingly, we found that this discrepancy significantly influences consumers’ neutral review generation, which is known to amplify the effect of positive or negative reviews by affecting consumers’ search behavior or the credibility of the information. However, this effect is asymmetric. While negative discrepancies lead consumers to write more neutral reviews, positive discrepancies help reduce neutral review generation. Furthermore, our findings provide important implications for marketers who tend to generate fake reviews or selectively generate reviews favorable to their products to increase sales. Doing so may backfire on firms because negative discrepancies can accelerate the generation of objective or negative reviews.

Mapping methods of research on consumer engagement with brands on social media: A literature review

Consumer-brand engagement on social media is a widely studied research topic with high relevance for marketing practitioners. However, the discipline is affected by a conceptual divergence and limited understanding of applicable research methods. The purpose of this article is to review the extant empirical research in the marketing literature that investigates consumer engagement with brands on social media, provide an overview of the research methods employed, and suggest implications for future research. Through systematic review of 66 published studies, this article aims to explore what methods are used to empirically investigate consumer engagement with brands on social media and asks how these methods have evolved over time. The study categorises the current research and demonstrates the evolution of research methods and themes from 2011 until 2019. This literature review revealed three observations: (a) low methods’ diversity, (b) dominant reliance on visible social media metrics and (c) negative aspects of consumer brand engagement as an emerging theme. The insights developed and the observed trends can be helpful in shaping future research and practice in the field of consumer brand engagement.

What makes a helpful online review? Empirical evidence on the effects of review and reviewer characteristics

Purpose

The reviews submitted by users are the foundation of user-generated content (UGC) platforms. However, the rapid growth of users brings the problems of information overload and spotty content, which makes it necessary for UGC platforms to screen out reviews that are really helpful to users. The authors put forward in this paper the factors influencing review helpfulness voting from the perspective of review characteristics and reviewer characteristics.

Design/methodology/approach

This study uses 8,953 reviews from 20 movies listed on Douban.com with variables focusing on review characteristics and reviewer characteristics that affect review helpfulness. To verify the six hypotheses proposed in the study, Stata 14 was used to perform tobit regression.

Findings

Findings show that review helpfulness is significantly influenced by the length, valence, timeliness and deviation rating of the reviews. The results also underlie that a review submitted by a reviewer who has more followers and experience is more affected by review characteristics.

Originality/value

Previous literature has discussed the factors that affect the helpfulness of reviews; however, the authors have established a new model that explores more comprehensive review characteristics and the moderating effect reviewer characteristics have on helpfulness. In this empirical research, the authors selected a UGC community in China as the research object. The UGC community may encourage users to write more helpful reviews by highlighting the characteristics of users. Users in return can use this to establish his/her image in the community. Future research can explore more variables related to users.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-05-2020-0186.

eWOM credibility: a comprehensive framework and literature review

Purpose

The purpose of this paper is to provide a comprehensive review on electronic word-of-mouth (eWOM) credibility. Further, the authors propose a comprehensive and integrated model on eWOM credibility.

Design/methodology/approach

The authors conducted a systematic review of the extant literature on marketing, sociology and psychology to identify the factors that affect eWOM credibility. Further, the authors developed themes and identified factors which lead to eWOM credibility.

Findings

Four factors were identified, i.e. content, communicator, context and consumer, which affect eWOM credibility. Several variables associated with these four factors were identified, which result in eWOM credibility. Further, the authors developed 22 propositions to explain the causal relationship between these variables and eWOM credibility.

Research limitations/implications

The conceptual model needs empirical validation across various eWOM platforms, i.e. social networking websites, e-commerce websites, etc.

Practical implications

Managers and e-commerce vendors can use these inputs to develop specific design elements and assessment tools which can help consumers to identify credible eWOM messages. Credible eWOM messages, in turn, will increase the “trust” and “loyalty” of the customers on e-commerce vendors.

Originality/value

This paper provides a conclusive takeaway of eWOM credibility literature by integrating multiple perspectives and arguments from the extant literature. This study also presents an integrated model, which provides a theoretical framework for researchers to further examine the interaction effect of various variables, which results in eWOM credibility.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-06-2020-0263

Who will land and stay? Page-specific antecedents of news engagement on social media

Purpose

The purpose of this study is to investigate the impact of page-specific factors such as page language, posting frequency and community size on online engagement in the context of social media pages of news channels in Pakistan.

Design/methodology/approach

For this research, official Facebook pages of news channels in Pakistan were defined as the target population. Secondary data were obtained from the Facebook pages of 28 news channels in Pakistan. For the selected period between August and September 2019, a total of 420 cases were obtained and manually entered in SPSS 21 for analysis. Tweedie estimation was run to check the proposed hypotheses.

Findings

Results show that English pages are more engaging than Urdu. Additionally, posting frequency and community size have a negative relationship with online engagement.

Practical implications

The findings of the study suggest that administrators of social media pages of news channels should target English news readers more than Urdu news readers. Additionally, they should manage a low posting frequency so that readers may not get irritated. Administrators should not sponsor their pages to expand community size on a single page. Instead, they may opt to build a separate page for each news category with smaller community size.

Originality/value

While previous studies have discussed the post-specific factors of engagement, this study has checked the impact of page-specific factors such as page language, posting frequency and community size on online engagement.

Brand recall of skippable vs non-skippable ads in YouTube

Purpose

By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall.

Design/methodology/approach

A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3×2 experimental design of different ad designs and formats.

Findings

Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember.

Practical implications

Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall.

Originality/value

Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers’ reactions towards skippable vs non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.

Effects of SNS Social Capital on E-Service Quality and Sustained Referral Intentions of E-Fitness Apparel: Comparative Body Image Satisfaction Analysis

Fitness apparel companies target consumers with easy access to social media (e.g., Facebook, Instagram, and Pinterest). However, fitness apparel companies have struggled to incorporate social interactivity into their marketing strategies due to a lack of knowledge about consumers’ social media behaviors and different country contexts. The purpose of this study was to investigate (1) comparison of college students’ body image satisfaction in both the United States (U.S.) and South Korea and (2) how their body satisfaction influences consumer communication and the sustained referral intentions of fitness apparel in social media. The findings from 1144 survey responses of U.S. and South Korean college students reveal that student body satisfaction differs between the two countries. Body-dissatisfied U.S. and South Korean students with social capital on social networking websites are directly influenced by word-of-mouth regarding online fitness apparel purchases. Furthermore, perceived e-service quality, including website design and website responsiveness, is a significant mediator in both cultures, affecting the word-of-mouth for fitness-related purchases. This study provides evidence for marketers of fitness apparel, particularly e-marketers, to consider the cultural differences in customer preferences and customer body satisfaction, so as to enhance service performance.