With the high penetration of Internet, consumers now can share their consumption experience online. Word-of-mouths (WOMs) are now an important information source to get product and service information before making purchase decision. However, not all consumers tend to share their own consumption experience online, the question then arises about which kinds of consumers will share WOMs online. T...

This field study examined how customer-employee interactions are affected by the congruency between an employee's gender and perceived image of consumption context in one most equal cultures world (Scandinavia). Mystery shoppers had a service encounter with employee across set physical commercial settings that were classified according to their image. The mystery noted employee, provided evalua...

The aim of this study is to explore the influence two types e-WOM, out-of-group (influencer marketing and customer review) in-group (reference group). This uses a quantitative approach. Data were obtained from 176 respondents who are familiar active in online shopping Indonesia. results found that both source e-WOM have positive significant on purchasing decisions. review variable has highest R...

Consumer choice is influenced in a direct and meaningful way by the actions taken by others. These “actions” range from face-to-face recommendations from a friend to the passive observation of what a stranger is wearing. We refer to the set of such contexts as “social interactions” (SI). We believe that at least some of the SI effects are partially within the firm’s control and that this repres...

By reviewing the literature on word-of-mouth communications and opinion leadership, a theoretical model for epinions is proposed via comparing the epinions with the traditional WOM and opinion leadership model in five facets: (1) The changing environment of interpersonal communication fostered by the Internet and increasing epinion sites; (2) Comparison of the interactive process of epinions an...

In two experiments we examine word-of-mouth (WOM) in multiple opinion settings. In Study 1, we find that (generally) the presence of congruent other opinions tended to increase the likelihood and strength of WOM compared to a situation when there was no other opinion. In addition, incongruent other opinions also have a tendency to increase WOM likelihood, but reduced strength compared to when n...

Despite the widespread adoption of justice framework in service recovery literature, research findings vary as to what dimension - distributive, interactional, procedural is most important. This paper contributes this debate by considering how an easily accessible variable like relationship activity (i.e., frequency visiting and purchasing from a company) moderates impact dimensions on post-rec...

The emergence of online communities has enabled firms to monitor consumer-generated online word-of-mouth (WOM) in realtime by mining publicly available information from the Internet. A prerequisite for harnessing this new ability is the development of appropriate WOM metrics and the identification of relationships between such metrics and consumer behavior. Along these lines this paper introduc...

While advertisers increase spending on marketing campaigns, little is known about its effectiveness for the firm and for its competitors. In this study, we explore consumer responses to TV advertising of the 2010 Superbowl show. We investigate how peer exposure to brands affects word-of-mouth generation for the brand and its competitors using a unique datasets with 1.3 million users’ activities...