• 한국정보시스템학회지:정보시스템연구
• /
• 제31권4호
• /
• pp.189-207
• /
• 2022

Purpose Previous research on customer engagement in SNS marketing has mainly addressed the conceptualization of type of word-of-mouth messages. However, there is a lack of researches about the effect of the brand-page characteristics on the type of word-of-mouth messages. Therefore, this study examined the effect of brand-page characteristics in terms of the type of word-of-mouth messages as the main objective and the effect of the type of word-of-mouth messages in terms of the brand loyalty as the secondary objective in the context of Facebook. Design/methodology/approach The empirical research was based on a poll done through 400 research candidates in the Facebook and the final 342 responses were collected and used in statistical data analysis. The adaptability, trust, and validity to measurement model were verified and the structural relationship in the research model was analyzed through these 342 responses. The collected data verified hypotheses established using the SPSS statistical package and structural equation model using AMOS. Findings The results showed that the BP-information provision had a non-significant effect on the factual word-of-mouth message and a significant effect on the evaluative word-of-mouth message. The BP-reliability had a significant effect on the factual word-of-mouth message and the evaluative word-of-mouth message. The BP-entertainment had a significant effect on the factual word-of-mouth message and the evaluative word-of-mouth effect. The BP-interaction had a non-significant effect on the factual word-of-mouth message and the evaluative word-of-mouth message. Finally, the factual word-of-mouth message and the evaluative word-of-mouth message had a significant effect on the brand loyalty.

• Journal of Contemporary Eastern Asia
• /
• 제13권2호
• /
• pp.3-14
• /
• 2014

Online communities are an important source of electronic-word-of-mouth (eWOM), however few studies have examined these types of messages within the Middle Eastern context. This study focuses on Kuwaiti women as members of an online beauty forum; previous work has suggested a mediating effect of gender with women being more likely to trust and follow-up word-of-mouth with a purchase. A conceptual model, based on existing theoretical contributions, provides the basis of a coding framework for the message characteristics that influence members' eWOM adoption. A sub-set of the analysis is presented: 218 threads (1820 messages, coded into 6702 units) illustrating cases where eWOM was adopted and thereby demonstrating continuance intention with members returning to the forum. Content analysis revealed the prevalence of emotional aspects in messages, coded into a new category of 'community bonding'. Findings show that emotion expressed in messages is as influential and important as cognitive aspects of argument quality.

• Asia pacific journal of information systems
• /
• 제25권4호
• /
• pp.805-822
• /
• 2015

Online communities are an important source of electronic word-of-mouth (e-WOM). However, few studies have examined the use of such messages within the Middle Eastern context. This study focuses on Saudi women as members of an online beauty forum. Previous work suggested a mediating effect of gender, with women being more likely to trust word-of-mouth and follow it up with a purchase. A conceptual model with a theoretical underpinning from existing contributions in literature provides the basis of a coding framework for the message characteristics that influence members' e-WOM adoption. A total of 310 threads and 2200 messages coded into 5725 units were content analyzed to demonstrate cases where e-WOM was adopted and indicate further continuance intention with members returning to the forum. A new category of 'community bonding' was created from the content analysis given the prevalence of emotional aspects in messages. Emotion expressed in messages, often expressed in religious terms, is as influential and important as the cognitive aspects of community bonding.

• 한국정보시스템학회지:정보시스템연구
• /
• 제29권2호
• /
• pp.71-94
• /
• 2020

Purpose With the development of Social Network Service(SNS) and mobile devices, many companies have been using the Facebook as a Word-of-Mouth(WOM) channel. This study examines the effects of psychological distance and message type on WOM using the Facebook's real messages. And the moderating effect of the message type on the relationship between psychological distance and WOM was also analyzed. Design/methodology/approach A content analysis was used as a research method. A total 7,483 messages were collected from 50 companies' Facebook Fanpage (based on the ranking of socialbakers.com) and content analysis was conducted using human coding. As the influencing variables, the message type and psychological distance and the number of 'Likes', 'Share', and 'Comment' were used as the dependent variable. The R3.4.4 was used to perform descriptive statistics, cross-tab analysis, and analysis of variance(ANOVA). Findings First, a larger proportion of Facebook messages have close psychological distance for all message types(information, advertisement, event, and customer relationship). Second, 'Like' and 'Comment' number were significantly higher in messages of close psychological distance. Third, the effects of psychological distance on 'Like', 'Share', and 'Comment' number were different according to message type. However, 'advertisement' message type had significantly more numbers for all WOMs('Like', 'Share', and 'Comment') in messages with close psychological distance.

• Asian Journal of Business Environment
• /
• 제6권3호
• /
• pp.21-31
• /
• 2016

Purpose - The purpose of this research is to determine the impact of word of mouth on customer perceived value for restaurants in Malaysia. The objectives of this research include determining how word of mouth (WoM) factors - frequency of word of mouth messages, reputation of word of mouth messenger, richness of word of mouth message, dispersion of word of mouth conversations and manner of word of mouth delivery impact customer perceived value in Malaysian restaurant industry. Research Design, Data, and Methodology - The research follows causal / explanatory research method based on quantitative data. A sample of 150 restaurant customers in Kuala Lumpur, Malaysia was selected using convenience sampling technique. Likert scale questionnaire is used to collect data and data is analysed using regression analysis through SPSS 22. Results - The statistical analysis revealed that independent variable 'manner of delivery' significantly and positively impacts customer perceived value for restaurants in Malaysia. Conclusions - To build strong positive customer perception, Malaysian restaurants can enhance word of mouth campaigns' 'manner of delivery' by making them passionate, exciting and with high emotional appeal.

• 한국병원경영학회지
• /
• 제29권2호
• /
• pp.18-36
• /
• 2024

This study delved into the complex nature of medical services as experience goods and trust services, investigating the profound impact of online word-of-mouth on medical consumers' decisions to visit hospitals. Considering the restrictive legal framework for medical advertising, consumers are increasingly dependent on unrestricted sources of information like online reviews. This research aimed to provide empirical evidence for the significant role online word-of-mouth plays in hospital selection. Utilizing data from Naver reviews, hospital choice factors were classified based on the Kano model, revealing the subtle yet significant influence that word-of-mouth has on consumers' hospital visit intentions beyond merely positive or negative messages. In particular, the study provided insights into how the categorized positive and negative information, along with the presence or absence of emotional expression, affects the efficacy of word-of-mouth. The experiment targeted medical consumers aged over 20 and, through analysis using the SPSS statistical program, yielded important findings. The direction of online word-of-mouth, the presence of emotional expression, and the interaction of Kano attributes all created significant differences in hospital visit intentions. Notably, emotional expression included in negative word-of-mouth concerning one-dimensional attributes markedly decreased visit intentions, whereas the absence of emotional expression in attractive attributes actually enhanced reliability and increased visit intentions. These findings offer critical implications for redefining strategies in medical marketing and online review management. The discoveries of this study underscore the importance of active engagement and strategic management of online reviews by medical service providers, urging careful consideration of the various elements of online word-of-mouth that influence medical consumers' hospital visit intentions.

• 디지털융복합연구
• /
• 제11권6호
• /
• pp.129-135
• /
• 2013

SNS의 활용이 급격히 증가하면서, 소비자와 생산자 모두에게 구전(word-of-mouse)의 중요성과 유용성은 그 어느 때보다 커지고 있다. 이 연구에서는 메시지의 방향성(긍정, 부정, 중립)과 유형(사실적, 평가적)이 SNS를 통한 구전에 어떠한 영향을 미치는지 정량적으로 분석하였다. 이를 위해 대표적 SNS인 트위터 메시지 1천3백만 개를 수집하였으며, 이중 1번 이상 리트윗(retweet)된 1백만 개 메시지를 분석하였다. 분석결과, 메시지 방향성과 유형, URL, 해시태그 포함여부가 구전범위(리트윗 횟수)에 유의한(<0.01) 영향을 미치는 것으로 나타났으며, 메시지 방향성은 다른 세 개 요인들과 유의한 교호작용 효과를 가지는 것으로 관찰되었다. 또한 메시지 유형과 URL, 해시태그 포함여부는 구전속도(리트윗 속도)에 유의한(<0.05) 영향을 미치는 것으로 나타났다.

• 한국콘텐츠학회논문지
• /
• 제21권1호
• /
• pp.66-74
• /
• 2021

국내 및 해외에서 페미니즘에 대한 관심이 높아지고 있으며, 여성의 평등 및 권리 신장을 주제로 한 펨버타이징이 국내에서도 큰 관심을 불러일으키고 있다. 그러한 많은 관심에도 불구하고 아직 국내에서는 펨버타이징에 대한 연구가 부족한 실정이다. 따라서 본 연구는 펨버타이징 광고 태도의 선행요인들 및 결과를 살펴보는 것을 목적으로 한다. 선행요인들로 본 연구는 지각된 적합성과 지각된 진실성을 제시하고 있으며, 결과로써는 브랜드 태도, 구매의도 및 온라인 구전 의도를 제시한다. 본 연구에는 278명의 대학생들이 참여했으며, 참여학생들은 별도의 추가 점수를 받았다. 연구결과, 지각된 적합성 및 지각된 진실성은 모두 펨버타이징 광고 태도와 긍정적인 관련이 있다는 것이 밝혀졌다. 즉. 소비자들이 펨퍼타이징 메시지가 기업의 브랜드 이미지와 적합하다고 지각하고, 그 광고 메시지가 진실하다고 지각하면 긍정적인 광고 태도가 증가하는 것으로 나타났다. 또한, 펨버타이징 광고 태도는 종속변수인 브랜드 태도, 구매의도, 및 온라인 구전의도에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 본 연구의 이론적 그리고 실무적 함의는 토의 부분에서 설명하고 있다.

• 한국식생활문화학회지
• /
• 제21권5호
• /
• pp.536-540
• /
• 2006

The purposes of this study were 1) to analyze the correlation between Word-of-Mouth(WOM) message sender credibility and WOM effect and 2) to analyze the differences of WOM message sender creadibility and WOM effect in off-line and on-line WOM communication. The messages were created as a form of scenario for this study. Respondents were asked to evaluate the message sender credibility and predict WOM behaviors after reading given scenario. The questionnaires were distributed to 200 customers and a total of 175 questionnaires were used for analysis(87.5%). The statistical analysis was conducted using SPSS Win(12.0) for descriptive analysis, paired t-test, factor analysis, correlation analysis. The positive off-line WOM message sender was considered as more credible(p<.001) than on-line WOM message sender. 'Message sender credibility' is correlated with 'attitude formation' in both channels, but 'reliable' factor of 'credibility' variable is not significantly correlated with 'attitude change'.

• 한국의류학회지
• /
• 제41권5호
• /
• pp.809-824
• /
• 2017

Interest in and use of social media as a communication channel are consistently evolving; in addition therefore, corporate social responsibility (CSR) activities have been often conducted on online channels such as social media due to the advantages offered by the rapid spread of information. Consumers can be persuaded differently and their cognition can be influenced depending on who delivers what message. This study examines the influence of information source characteristics on eWOM acceptance of CSR messages and attitudes toward a company. This study compares cases: when a company sends their CSR message versus when an individual (i.e., consumer's acquaintance) sends the company's CSR message. A total of 320 respondents were presented with online stimuli and responded to the questionnaire to identify this phenomenon. Vegan fashion (which refers to products made from raw materials without animal cruelty) was used as stimuli in this study because it is a representative example of CSR activities. As a result, when consumers are exposed to CSR messages online, perceived expertise, trustworthiness and attractiveness of information source affect consumer's electronic word-of-mouth (eWOM) acceptance and attitude toward a company. However, only trustworthiness influences eWOM acceptance in cases of a corporation information source. This study confirms the differences in eWOM acceptance and in attitudes to the company depending on to whom the messages were sent and with what content.