Purpose – The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the rela...

This study aims to examine and determine the effect of consumer satisfaction, brand love on loyalty WOM, influence customer WOM. The object this research is Batik in Sumenep Regency. sample for consisted 200 people who were selected using purposive sampling technique. questionnaire was distributed collect data. Path analysis structural equation modeling used test. Results-Based research, variab...

University or college is a challenging reality leading to sometimes elusive career path. By consulting social media and review websites, students have more alternatives consider in their choice determination. This study develops multifaceted model recognize the influence of service quality e-word mouth on customer satisfaction impact word mouth. Data gathered from sample 150 university are anal...

Purpose Following the planned behaviour theory, aim of paper is to analyse role played by brand attachment, characteristics and congruence in enhancing attitude while leading revisit intentions word-of-mouth (WOM) restaurant sector. Design/methodology/approach The study based on quantitative method considered 464 questionnaires fulfilled customers restaurants. data were explored employing parti...

Seeded marketing campaigns (SMCs) involve firms sending product samples to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their immediate efficacy. Building on prior research, this study investigates the effects of SMCs that extend beyo...

This study aims to explore the causal relationship between e-word-of-mouth (e-WOM) and its influence on purchase decisions through structural equation modeling (SEM). Five constructs were formulated through literature review: expertise, search extent, own experience, trustworthiness, and e-WOM effect. Results of this study show that four constructs all have positive influence on e-WOM effect, a...

As compared to the traditional advertising, the word-of-mouth (WOM) communications have striking advantages such as significantly lower cost and rapid delivery; this is especially the case with the popularity of online social networks. This paper addresses the issue of maximizing the overall profit of a WOM marketing campaign. A marketing process with both positive and negative WOM is modeled a...

Word of mouth (WOM) is an important component of a complex and dynamic marketplace environment, and as such, WOM research is best undertaken as part of a holistic research program. Five principles describing the operation of WOM are discussed, supported by data, and examples drawn from recent research studies. Complexity science modeling is introduced as an effective method for simulating the r...