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The rapid adoption of social media, along with the easy access to peer information and interactions, has resulted in massive online word-of-mouth communication. These interactions among consumers have an increasing power over the success or failure of companies and brands. Drawing upon word-of-mouth communication and consumer behaviour theories, th...
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Context 1
... and trusting the source of the eWOM has a great influence on persuasiveness. As previously stated, there is a difference in the perceived reliability of advice from friends as compared with that from other consumers. However, it is important to understand if and to what extent these two sources of information differ. The graph represented in Fig. 8 shows the distribution of responses to positive sentiments from friends and online connections vs. other consumers. The answers are responses to products that the respondents have already intended to purchase and not for ...
Context 2
... it can be argued that eWOM has an influence on consumer behaviour and purchase intentions. One respondent directly replies that he/she uses social media to read information about relevant products or companies because • '[…] hearing other people's opinions about products/companies has an influence on my choice'. However, the results presented in Fig. 8 and Fig. 9 have in common that the majority of the respondents express a need to continue their information search. One message alone rarely changes consumer behaviour. This is also connected to what was previously stated, that the sheer volume of statements seems to be important in relation to reliability and thereby persuasiveness. ...
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Citations
... This is a common opinion, if consumers are satisfied with a product or brand, they tend to continue to buy and use it and even tell others about their experiences with the product (Hanif et al. 2018). EWOM is communication carried out through online media such as email, blogs, chat rooms, Twitter, Facebook and various other types of social media that can lead to interactions between consumers to share experiences in the form of opinions and knowledge (Pedersen et al. 2014). This indicates that customers who are satisfied with a good experience when using a product or service will share this experience through social media networks or online media, which is called EWOM. ...
... Customer satisfaction has a significant positive effect on EWOM on the use of BCA digital banking services because it has a path coefficient of customer satisfaction on EWOM of 0.84 with a t-value of 13.95 greater than the t-table with 1.96. The H5 hypothesis has been proven and accepted in this research.EWOMis communication carried out through online media such as email, blogs, chat rooms, Twitter, Facebook and various other types of social media that can lead to interactions between consumers to share experiences in the form of opinions and knowledge (Pedersen et al. 2014). That is, the more satisfied consumers are, the more they will share positive experiences in the form of product and service reviews and recommendations to others via electronic media. ...
In the midst of changes in digital technology, customer behavior and the development of he business environment, BCA responds by taking strategic steps and policies in maintaining the excellence of digital banking services based on meeting customer needs through the provision of innovations in digital-based products and services. Attention to customer experience, increasing customer satisfaction and electronic word of mouth (EWOM) creates customer loyalty. This study aims to analyze whether 1) the influence of customer experience, efficiency, trust and ease on customer satisfaction. 2) the influence of customer satisfaction on EWOM. 3) the influence of customer experience, customer loyalty and EWOM towards customer loyal. The sampling technique uses a nonprobability sampling technique with a judgement sampling method. A total of 250 BCA customers and millennials were selected as respondents where the questionnaire survey was conducted from December 2021 to May 2022. Data analysis was performed using the SEM-LISREL analysis tool. The results of this study showed that first, customer experience and ease affected customer satisfaction, meanwhile efficiency and trust did not affect customer satisfaction. Second, customer satisfaction affected EWOM. Lastly, Customer experience and EWOM affected customer loyalty, meanwhile customer satisfaction did not affect customer loyalty.
Keywords: digital technology, ease, efficiency, SEM, trust
... e-WOM is any constructive or contrary articulation made by potential, real, or previous clients about an item or organization, which is made accessible to a huge number of individuals and establishments by means of the Internet [43]. [44] defined the electronic word of mouth as a development of word of mouth communication that utilizes the power of digital persuasion from consumers about a product or service. [45] stated that the e-WOM is positive or negative communication towards brand information via the web. ...
... Users found strong ties on social media when they acquired information from experienced travellers. These results are in line with earlier studies (Chu and Kim, 2018;Fan and Miao, 2012;Pedersen et al., 2014;De Bruyn and Lilien, 2008;Sweeney et al., 2008). ...
... e-WOM reflects a marketing strategy implemented by businesses to keep existing consumers and reach new ones (Demirağ et al., 2022). e-WOM, which can convince consumers about a product by using its digital power (Pedersen et al., 2014), is offered to many individuals or institutions via the Internet. The combination of social media and mobile technologies has also affected all the steps of people planning travel behaviour since the way people communicate has changed. ...
... Ulasan yang disampaikan dapat berupa pernyataan positif maupun negatif mengenai produk ataupun merek melalui media digital sehingga informasi yang disampaikan dapat diterima luas oleh masyarakat (Hennig-Thurau et all dalam Hapsari, Lubis, 2014). Sebagaimana penelitian oleh (Pedersen et al., 2014) dimana E-WoM merupakan perkembangan komunikasi dari WoM yang mengoptimalkan sikap persuasif dari konsumen lain yang disampaikan melalui media digital. ...
The purpose of this research is to find out and analyze the effect of Electronic Word of Mouth (E-WoM) and destination image on tourist visit decisions to Ekasoghi Beach, Sumenep Regency. The method used in this research is quantitative. The population used is people who visit Ekasoghi Beach tourism. The sampling technique used the accidental sampling method, with a sample of 70 respondents. Methods of data collection using a questionnaire. The analytical method used is multiple linear regression analysis. The results of Electronic Word of Mouth (E-WoM) research have no partial effect on the decision to visit Ekasoghi Beach, Sumenep Regency, destination image has a partial effect on the decision to visit Ekasoghi Beach, Sumenep Regency, Electronic Word of Mouth (E-WoM) and destination image simultaneously influence the decision to visit Ekasoghi Beach, Sumenep Regency. The findings in this study indicate where the destination image factor greatly influences tourists in making a decision to visit Ekasoghi Beach.
... Pendapat yang sama diungkapkan oleh Abd-Elaziz et al., (2015), cara pemasaran WOM terbukti berdampak tinggi untuk perilaku konsumen, dan para pemasar menyepakati bahwa kekuatan WOM dapat mengubah komunikasi pemasaran di masa depan yang mengakibatkan terciptanya sebuah paradigma baru dalam komunikasi, menjadi Electronic Word of Mouth (eWOM). eWOM adalah komunikasi yang dilakukan melalui media online seperti email, blog, chat room, twitter, facebook dan berbagai jenis media sosial lainnya yang dapat menimbulkan interaksi antara konsumen untuk berbagi pengalaman dalam bentuk opini dan pengetahuan (Pedersen et al., 2014 Isi informasi dari situs jejaring sosial berkaitan dengan produk dan jasa. ...
Pangkalan Brandan is an area in Kabupaten Langkat that has an expenditure gap among the poor, but in the aspect of using e-commerce, it has increased. If it is related to the variables in this study, the use of technology is not cheap. The purpose of this study was to determine the effect of electronic word of mouth, digital marketing and customer satisfaction on Shopee customer loyalty at Pangkalan Brandan. The sample in this study amounted to 96 respondents. The data analysis method used is multiple linear regression analysis and proving the hypothesis is done by t test and F test. The partial test results show that electronic word of mouth has a significant effect on customer loyalty, digital marketing has a significant effect on customer loyalty and customer satisfaction has a significant effect on Shopee customer loyalty in Pangkalan Brandan. Simultaneous test results show that electronic word of mouth, digital marketing and customer satisfaction simultaneously have a significant effect on Shopee customer loyalty in Pangkalan Brandan.
... Industries that cannot read a change in technology will lose in business competition, so they can experience a decrease in income, sales due to the decreased purchasing power (Kasali, 2017). Changes in technology can Electronic word of mouth Pedersen et al., (2014) argue that the Electronic Word of Mouth (eWOM) is communication development that utilizes the power of digital consumer persuasion about a product. Another opinion states that the Electronic Word of Mouth is a form of non-formal communication that is partly directed at customers through the internet-based technology related to the use or characteristics of a good or service (Abd-Elaziz, Aziz, Khalifa, and Abdel-Aleem, 2015). ...
... H4.Social media marketing has a positive effect on purchase intention. Pedersen et al., (2014) argue that Electronic Word of Mouth (eWOM) is a development of communication that utilizes the power of digital consumer persuasion about a product. Electronic word of mouth has an impact on purchases intention. ...
Purchase intention is an important factor for PT Reska Multi Usaha in realizing sustainable business continuity. This study aims at analyzing the increase in purchasing intention through social media marketing and electronic word of mouth with trust as a mediating variable. The type of this research is an explanatory study with a quantitative approach. The respondents of this study is all customers of PT Reska Multi Usaha countless, the sample used 100 respondents with the sampling technique using incidental sampling. The method of gathering data is a questionnaire. The data analysis method used is path analysis. The partial results of hypothesis testing found that social media marketing and electronic word of mouth had a positive and significant trust effect. Electronic word of mouth and trust have a positive and significant effect on purchasing intention. Social media marketing has no effect on purchasing intention. The results of the indirect effect prove that social media marketing and electronic word of mouth have a positive and significant effect on purchasing intention through trust.
... Hal ini tentu memberikan manfaat positif bagi para pelaku bisnis yang memanfaatkannya dalam bidang pemasaran untuk mencapai konsumen yang ditargetkan. (Pedersen et al., 2014) Kemajuan teknologi yang semakin canggih dan inovatif ini diciptakan untuk membantu dan mempermudah pekerjaan manusia serta memberikan manfaat positif lainnya bagi kehidupan. Salah satu manfaat yang dapat dirasakan yaitu pada teknologi informasi, dimana pemanfaatan pada teknologi informasi ini mampu memudahkan penyebaran dan pencarian informasi secara tidak langsung melalui media internet. ...
Keputusan berkunjung adalah keputusan yang diambil seseorang sebelum mengunjungi suatu tempat atau wilayah dengan mempertimbangkan beberapa faktor. Bagi perusahaan perlu memperhatikan faktor-faktor yang dapat mempengaruhi keputusan konsumen untuk berkunjung demi meningkatkan pendapatan bagi perusahaan. Tujuan penelitian ini adalah untuk mengetahui pengaruh electronic word of mouth dan sikap terhadap keputusan berkunjug. Penelitian dilakukan pada konsumen Eco Bike Coffee Kintamani. Ukuran sampel sebanyak 100 responden, dengan purposive sampling. Pengumpulan data melalui kuesioner. Teknik analisis data adalah PLS dan uji sobel. Berdasarkan hasil analisis ditemukan bahwa electronic word of mouth dan sikap berpengaruh positif dan signifikan terhadap keputusan berkunjung, secara langsung. Electronic word of mouth secara tidak langsung dapat mempengaruhi keputusan berkunjung melalui sikap sebagai variabel mediasi. Hasil penelitian, mengimplikasikan Eco Bike Coffee perlu meningkatkan kesesuaian informasi yang diperoleh untuk meningkatkan pengetahuan konsumen melalui forum di internet sehingga mampu diandalkan dan memberikan kesan yang lebih menyenangkan untuk menarik konsumen berkunjung.
Kata kunci : merek electronic word of mouth, sikap, keputusan berkunjung
... Komunikasi eWOM dilakukan melalui media online seperti email, blog, chat room, twitter, facebook dan berbagai jenis media sosial lainnya yang dapat menimbulkan interaksi antara konsumen satu dengan konsumen lainnya untuk berbagi pengalaman dalam bentuk opini dan pengetahuan. (Kamtarin, 2010dan Pedersen et al., 2014. ...
The purpose of this study was to examine the effect of eWOM on purchasing decisions through brand trust in Maybelline product consumers in Denpasar City. The variables examined in this study were eWOM variables, brand trust, and purchasing decisions. The sample size taken is 100 respondents. The method of collecting data in this study through a questionnaire. The analysis technique used is path analysis with classic assumption test and sobel test. Based on the results of the analysis, it was found that eWOM had a positive and significant effect on brand trust, eWOM had a positive and significant effect on purchasing decisions, brand trust positively and significantly influenced purchasing decisions, and brand trust significantly mediated eWOM on Maybelline product purchasing decisions in Denpasar City. Positive eWOM is an effort to increase brand trust. Maintaining brand trust plays an important role in creating product purchasing decisions. Through positive eWOM, consumers are encouraged to immediately make purchasing decisions. Keywords: electronic word of mouth (eWOM), brand trust, decision
... The offline friend environment may have the highest trust but the social environment among friends rank higher than corporate communication (Pedersen, Razmerita, & Colleoni, 2014). Themba & Mulala (2013) have reported that opinion seeking behavior has an impact on consumers' purchase decision. ...
Marketers define their social media platform as an essential piece to reach their consumers. The flock of web users turning to social media to receive and convey their thoughts, opinions, and suggestions has made social media an integral part of digital marketing. Using traditional media to advertise had restrictions in placement and outcome while, nowadays, social media has liberated this obstacle. It has created a platform which allows information to spread freely and at a fast pace. Using electronic word-of-mouth in social media permits a constant connection to a vast audience. The purpose of this study is to explore the effect of electronic word-of-mouth within the context of social media on consumer purchase decisions. More precisely, how the familiarity of the Electronic Word of Mouth (eWOM) source, the way of communication, writer’s expertise and the popularity of a product affects the consumer's purchase decision. The data has been gathered using quantitative research method. The sample consists of students studying in Sarajevo and Timisoara. Having sample from two different countries would be good base for comparative analysis. The survey for data analysis was emailed to students’ email addresses. The results of the analysis will provide a comparison between the universities and the level of impact eWOM in social media has on their purchase decisions.
