WOM elasticity values show a significant difference between physical and service product categories. In addition, all effective respondents in this research are highly sensitive to WOM relating to specific products. This shows that WOM is not only a key variable of tourism products but also validates that WOM communications are meaningful for tourism customers. The authors contributes to touris...

This paper explores how dimensions of new product, specifically, originality and usefulness, influence word-of-mouth (WOM). In four studies, using lab and field setups, we find that originality and usefulness have different effects on WOM. We show that consumers spread more WOM about original products, but the valence of what they say depends on product usefulness. Thus, originality enhances th...

The purpose of this study was to examine and explain the effect reciprocity strategy on purchasing decisions mediated by trust e-WOM at coffee shops in Bali. design research is causality. sample size 300 people taken using purposive sampling. Data analysis technique PLS-based SEM. results showed that had a positive significant decisions, e-WOM, decisions. This means are able partially mediate M...

The authors study the effects of word-of-mouth (WOM) marketing on member growth at an Internet social networking site. Because such sites track the electronic invitations sent out by existing members, outbound WOM may be precisely tallied daily and then linked to the number of new members joining the site (signups). To handle the potential endogeneity among WOM, new signups, and traditional mar...

In this research, we investigate how television advertising drives online word-of-mouth (WOM). We first explore if television advertising (1) affects online WOM about the brand advertised and (2) associates with changes in online WOM about the program in which the advertisement airs. We further examine if the media context in which the advertisement appears – the television program – impacts th...

This paper seeks to model the effect of word of mouth (WOM) on travel behavior. In particular it seeks to examine the effect of social networks on WOM amongst a population in the origin prior to travel. In this paper the effect of WOM is compared to that of paid advertising (ADV). In other words we simulate a situation in which a tourism operator (a hotel manager for example) wishes to understa...

Universities nowadays face an increasing competition for high-potential students. As students rely on opinions of their peers when deciding for a study program, universities benefit from positive word-of-mouth (WoM). A good way to increase positive WoM is to establish a favorable reputation among their current students. Therefore, this study investigates reputational drivers with a focus on the...

Purpose This paper aims to provide a comprehensive understanding of Vietnamese consumers’ perceived value and explore the relationships between its constructs, satisfaction (e)word-of-mouth (WOM) intentions towards Airbnb. Moreover, relationship traditional WOM electronic (eWOM) was also investigated. Design/methodology/approach An survey applied collect data on sample Airbnb guests. A total 35...

This study examines the influence of self-presentation on brand-related word-of-mouth (WOM) and the moderating roles of gender and number of Facebook friends on the relationship between self-presentation and brand-related WOM. Data were collected from Facebook users (N = 400) via an online survey. Hierarchical multiple regression analysis revealed that self-presentation is positively related to...

¬the purpose of current study is to explore the influence of word of mouth (wom) on the purchase of local made cars. this study has been done about samand from iran khodro company in the city of isfahan. the statistical population of the study is purchasers of samand automobile in city of isfahan. data gathering method was cluster sampling approach. results indicated that¬ wom is the main infor...