word of mouth (wom) is a powerful promotional instrument and an important information source influencing on attitudes and purchasing decision of consumers. it plays a critical role in services in which quality of consumers’ beliefs affects their choice. wom has a particular importance in tourism industry because intangible products cannot be used before consumption. the current study aims to in...

Although numerous studies explore word of mouth (WOM), the lack or paucity review papers concerning characteristics, antecedents, and consequences WOM gives rise to a fragmented comprehension word-of-mouth communication. Therefore, this not only aims consolidate where previous current stand on WOM, but it also highlight is heading. Based concept-driven methodology, paper conducts concise synthe...

The study is about the implementation of airport service quality perception and its relation to Word Mouth (WOM). main purpose develop an understanding developed by Airport Council International. Furthermore, it investigates relationship between WOM analyzes whether passengers discuss other passengers; share experience social media; recommend others or not. These raise questions could affect (W...

To better understand the competitive dynamics between an early and a later entrant, the present study examines the extent to which word-of-mouth regarding the later entrant and the later entrant’s similarity to the early entrant influences the consumer decision process. The authors hypothesize that the influence of word-of-mouth and similarity depends on the nature of the decision-making task, ...

When choosing between alternatives of uncertain quality, one can learn from other decision-makers either through communicating with them about the reasons underlying their choices, or through simply observing their choices. The former way of learning has been extensively studied in the word-of-mouth (WOM) literature, while the latter way, labelled silent word-of-mouth (SWOM), has received less ...

Introduction and Research Question With its user-friendly interface and the growth in popularity of online video, YouTube has catapulted to a dominant position on the Internet. While this model is extremely attractive for marketers and content creators, recent work has recognized the relatively ephemeral nature of popularity of videos on YouTube, where only a tiny fraction of videos managed att...

BACKGROUND Health care service is a high-credence service and patients may face difficulties ascertaining service quality in order to make choices about their available treatment options. Online health communities (OHCs) provide a convenient channel for patients to search for physicians' information, such as Word-of-Mouth (WOM), particularly on physicians' service quality evaluated by other pat...

This study aims to analyze the effect of Social Media Marketing Activity on Brand Equity, Equity e-WOM, e-WOM Purchase Intention, and Intention used purposive sampling with 215 valid questionnaires. Respondents were selected based determined criteria; respondents who know social media Jiwa Jiwa's Instagram have purchased Janji either online or directly outlets. Partial Least Square was chosen a...