Electronic Word of Mouth

Purpose: The advent of food delivery applications (FDAs) has markedly altered urban food consumption patterns, particularly within the Indian context. This study aims to investigate the primary factors that influence brand loyalty towards FDAs. Method: This research employs a quantitative methodology utilizing a cross-sectional survey design. Data were obtained from 400 urban consumers in the Raipur district of Chhattisgarh through meticulously constructed questionnaires, employing a 7-point Likert Scale. A purposive sampling technique was utilized, specifically targeting individuals who actively engage with FDAs. Structural Equation Modelling (SEM) was utilized for data analysis, employing Jamovi 2.6 software. Result: The findings indicated significant positive correlations among the examined variables. Customer Services and Ratings & Reviews demonstrated the most pronounced impact on Brand Loyalty, followed by Restaurant Selection and Delivery Time. Practical Implication for Economic Growth and Development: The results provide critical insights for marketers and application developers, enabling them to prioritize enhancements in customer service quality and effectively utilize ratings and reviews to augment user satisfaction and bolster customer retention on food delivery platforms. Originality/Value: This study represents one of the few empirical examinations focusing on urban consumers in the Raipur district of Chhattisgarh, contributing region-specific insights into the dynamics of consumer behavior and brand loyalty within the rapidly evolving Indian FDA market.

This study analyses the impact of social media marketing activities (SMMAs) on customer behaviour in German tax advisory firms. The SO -R model is used to examine the influence of four SMMA dimensions-customization, entertainment, interaction, and trendiness-on perceived value (PV) and the resulting behavioural intentions (purchase intention, willingness to pay a premium, e-WoM). Following an online survey in January 2025 with 390 valid participants, the model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that social media marketing activities do not directly influence user behaviour. Instead, PV acts as the main mediator: as the perceived usefulness of the content increases, the purchase intention, willingness to pay, and willingness to recommend increase. Customisation and interaction have a positive influence on PV, while trendiness and e-WoM are less important. The significant explanatory power of the model (R² for PV = 0.649) confirms the importance of customised, interactive content for the digital communication of tax firms. The study offers both theoretical and practical insights. It adds a knowledge-based service to SMMA research and provides clear recommendations for the strategic use of social media in tax consulting. It also provides evidence of a suppression effect, where the positive influence of PV offsets negative immediate effects. Research shows that strategically important and benefit-focused content is crucial for the success of social media marketing in tax consultancy. The key conclusion is that social media, when used to deliver credible, user-centered value, becomes a powerful tool for trust-building, differentiation, and strategic client development in professional service firms.

This study investigates the factors that contribute to the creation of inflated consumer testimonials. Quantitative data were gathered from four-hundred forty (440) respondents who shared their service experiences through popular social media platforms. A covariance-based structural equations model approach has been used to analyze the data. The results suggest that psychological and emotional factors including the consumers' self-image, self-enhancement as well as their motivations for retribution against service providers, are having a significant effect on the development of amplified review content.

Online retailers in the United Arab Emirates (UAE) face various challenges in acquiring and maintaining potential customers. This could be attributed to the intense competition in electronic commerce and lack of trust among several customers regarding the confidentiality of their personal information and product authenticity. In relation to that, examining the factors that influence online trust and purchase intention has become essential. The prime purpose of this study was to examine whether perceived service quality, customer reviews, product assortment, and website quality significantly influence online purchase intention. It also aimed to verify if trust mediates the relationships among them. The data was gathered from several customers of online retailers in the UAE via an online survey. To confirm the proposed hypotheses and make inferences, all responses were analyzed based on structural equation modeling approach using PLS-SEM. It was shown that trust positively influences online purchase intention. The results also demonstrated that trust and online purchase intention are positively affected by perceived service quality, customer reviews, product assortment, and website quality. Finally, the results confirmed that trust has a mediating effect among the aforementioned factors and online purchase intention. Given that there have been very few previous studies on these variables in the Middle East, the present research contributes to the literature by examining their impact on online purchase intention with empirical data from the retail sector in the UAE.

Online Shopping has become an important medium for sales and marketing transaction. In fact, many people are switching from the traditional form of trading goods and now joining the Online Shopping craze. Businesses are taking advantage of this opportunity to introduce their products to the market and to expand their reach. Philippines is the third highest in the Asia Pacific countries which was seen patronizing the platform of buying products online. However, it was also perceived that there is a high percentage of Filipino buyers who are not a fan of Online Shopping. This research studied and explored the factors that affect the buying behavior of the consumers and aimed to investigate the relationship of the factors of online shopping and the consumer purchase decision process. The researcher settled to use the descriptive research approach using random sampling to see the current situation of “what it is” today. The results revealed that consumers consider the factors such as Sa...

تناول هذا البحث تأثير التسويق بالضجة بأبعاده المختلفة (خلق الضجة، استراتيجية زرع الفكرة، منح حوافز للمشاركة) كمتغير مستقل، وتم الاعتماد على القيمة المدركة بأبعادها المختلفة (القيمة السعرية، والقيمة الوظيفية، والقيمة الاجتماعية، والقيمة العاطفية) كمتغير وسيط، وأخيرا نية إعادة الشراء كمتغير تابع. وذلك بالتطبيق على الشركة المصرية للاتصالات، وقد تم الاعتماد على عملاء الشركة المصرية للاتصالات بمحافظة بنى سويف كوحدة للمعاينة. كما هدف البحث الى التعرف على مدى تأثير التسويق بالضجة على نية إعادة الشراء والتعرف على مدى تأثير التسويق بالضجة على نية إعادة الشراء في ضوء القيمة المدركة كمتغير وسيط، وتم التطبيق على 27 مركز خدمة عملاء وأمكن تجميع (376) قائمة صالحة للتحليل الإحصائي. وأوضحت نتائج التحليل الإحصائي مجموعة من النتائج أهمها، ان هناك تأثير إيجابي مباشر للتسويق بالضجة على القيمة المدركة، وأن التسويق بالضجة يؤثر تأثيرا إيجابيا مباشرا وغير مباشر على نية إعادة الشراء، وان القيمة المدركة تتوسط جزئيا هذه العلاقة، حيث اشارت النتائج الى وجود تأثير إيجابي مباشر للقيمة المدركة على نية إعادة الشراء.

Previous studies rarely focused on exploring the factors that influence Pakistani customers towards purchase decisions through digital marketing. This research will explore the factors that influence customer purchase decision in the Pakistan consumer market through digital marketing with the help of thematic analysis. This research will significantly drive implications for marketers over customer purchase decision and also helps the policymakers to identify the key factors for their specific products. The explored factors will also indicate customers' behavioural approach of purchasing through digital marketing platforms. A qualitative research strategy has been embraced to lead this research exploration. Semi-structured interviews were conducted and thematic analysis was applied as a tool for this research after transcribing the interview data through NVivo QSR version 10. The themes are comprised of factors obtained during data analysis. The topics comprise Customer impulsivity is increased by digital marketing, price affects customers' buying decisions, the main variables influencing a customer's buying intention are social, psychological, personal, and cultural. Even though social impact influences decision-making in digital marketing, few studies have considered social influence in decision support systems since, until recently, social interaction data was not properly collected in digital marketing databases. Despite this, the clientele for digital marketing is gradually shifting from a transactional to a relationship-based culture.

Service recovery has emerged as a vital component of customer relationship management in the hospitality industry, particularly in highly competitive markets like Ernakulam. This study explores the effectiveness of various service recovery strategies-such as apology, compensation, prompt action, and follow-up communication-in restoring customer satisfaction and fostering guest loyalty in classified hotels. Using a structured questionnaire, primary data were collected from 329 hotel guests who experienced service failures during their stay. Statistical analyses, including correlation and regression, revealed that timely responses and personalized recovery measures significantly influenced guests' emotional satisfaction and their intent to return or recommend the hotel. Among the strategies, compensation combined with empathetic communication showed the strongest impact on loyalty indicators. The findings highlight the necessity for hotels to implement structured service recovery protocols that not only resolve complaints but also reinforce positive brand perception. This paper provides practical insights for hoteliers aiming to retain guests and build resilient customer relationships through effective recovery practices.

This study explains the essentials of artificial intelligence (AI) in medical education during the digital era. This article contains a comprehensive systematic review and content analysis. The literature and previous studies were obtained from various research articles on EBSCO, Google Scholar, Scopus, Web of Science, and ScienceDirect. The criteria for inclusion were studies that clearly defined artificial intelligence related to the medical education sector and were published in English with peer-reviewed. Five independent reviewers evaluated search results, extracted data, and the quality of the studies to summarise and report the findings. The results reveal that as the practice of medicine enters the era of AI, the use of data to improve clinical decision-making will increase, thereby increasing the need for skilled medicinemachine interaction. As the rate of medical knowledge growth accelerates, technologies such as AI are required to enable healthcare professionals to apply the knowledge in practice effectively. Medical professionals must receive adequate training on this new technology, its advantages to improving cost, quality, and access to healthcare, and its disadvantages, such as lack of transparency and liability. AI must be seamlessly integrated into the curriculum's various facets. The recommendation is to address the current state of education on AI in the medical curriculum. Moreover, both quantitative and qualitative studies are necessary for further research.

Consumer buying behavior is an important aspect in every marketing strategy to produce maximum output from the market. This study aims to determine how advertisement affects consumer buying behavior and brand loyalty by considering a mediator between brand awareness and the moderating role of perceived quality. For this purpose, this study targets the rising cosmetics industry. This study used the purposive sampling technique to collect data from 300 respondents with the help of an online survey method via Google doc. The partial least squares structural equation modeling PLS-SEM was applied to verify the hypotheses relationships. The findings have confirmed that advertisements substantially predicted brand awareness, brand loyalty, and consumer buying behavior. Furthermore, brand awareness partially mediated the association of advertisement with brand loyalty and consumer buying behavior. Also, perceived quality is significantly moderated on the association of brand awareness with brand loyalty and consumer buying behavior. Based on such findings, this study has contributed to the literature and provided new insights into the practical implications alongside the future roadmap of the survey.

Social networks (SNs), such as Facebook, Twitter and WeChat have emerged and tightly connected web clients all over the world. By analyzing and mining social networks, we could assemble information on the comments made by people with respect to a particular product. Analysis of such comments shows its value for the design of marketing and advertising campaigns. The typical examples are viral marketing, influential bloggers finding, social advertising, social healthcare, expert finding, personalized commendation, citation networks, and so on. Social media includes interactive applications and proposals for creation, sharing and replacing client-produced matters. The earlier period of few years have brought vast escalation in social media, particularly social networking services, and it’s varying our systems to systematize and correspond. It aggregates judgments and sentiments of various clusters of group at low price. Mining the characteristics and matters of social media provides us...

Customers are active in the service process, therefore the quality of the services they consume is determined by them. These findings suggest that product expectations and values are used to gauge customer satisfaction. The growth of a diverse range of distinctive apparel, as well as clothing trends as people's lifestyles, demonstrates that this industry is rapidly expanding. The research methods employed in this study were quantitative research methodologies. Partial Least Square TStructural Equation Modeling was used to examine this investigation (PLS-SEM). Convergent validity, discriminant validity, and composite reliability are all tested during the measurement model testing phase. The outcomes of the PLS analysis can be utilized to evaluate the study hypothesis if all indicators in the PLS model meet the standards of convergent validity, discriminant value dirt, and reliability testing. The relationship between variables in research is a means of testing specific theories. ...

Previous research states that viral marketing has an important role in increasing consumer purchasing intentions, viral marketing can also encourage increased brand awareness. This research aims to analyze the relationship between Viral marketing and purchasing decisions, Brand awareness and purchasing decisions, and Viral marketing and purchasing decisions. This research method is quantitative through surveys, research data was obtained by distributing online questionnaires to 720 selected online shop customers in Indonesia using a simple random sampling method, and the online questionnaire was designed using statement items with a Likert scale of 1 to 7. Data analysis used a structural equation model based on covariance (CB-SEM) with SmartPLS 4.0 software to analyze research data. The independent variables are viral marketing and brand awareness, and the dependent variable is purchasing decisions. The stages of data analysis are validity testing, reliability testing, model fit testing, and significance testing of hypothesis testing. The results of this research are that Viral marketing has a positive and significant relationship with purchasing decisions, Brand awareness has a positive and significant relationship with purchasing decisions, and Viral marketing has a positive and significant relationship with purchasing decisions. Viral marketing is one of the factors that can influence purchase intentions. Viral marketing is expected to have multiple effects because many people who receive the message can convey it to tens or even hundreds of other internet users. Brand awareness can influence consumers toward purchasing decisions, which states that brand awareness has a significant influence on purchasing decisions.

Technological developments have forced several sectors to adapt to technology, one of which is the tourism sector. Departing from the need for effective and efficient promotional tools in the development and marketing strategies of potential tourism destinations in Indonesia, this study aims to develop a tourism information system (SIPADU) with the concept of mtourism based on android using virtual reality technology. The research and development (R&D) was used as a research method by applying ADDIE model (analysis, design, develop, implementation, and evaluation) in the development process. This study found that SIPADU, in practical terms, is feasible to be used as an effective Android-based promotional media for tourism promotion in Indonesia. In addition, the development of this product can help travelers to obtain tourist information easily and quickly, and can become a medium for sustainable tourism development.

Companies have been facing the dark side of social media. Particularly, the odds of customer complaints and brand insults have increased tremendously. Social media has given a voice to disappointed consumers. They use the voice when they feel negative emotions, for example, due to product failures, service problems or unethical behavior. It seems reasonable to expect that the more ubiquitous social media becomes, the more it persuades people to share also their negative experiences. However, although social media raises new challenges for companies, it also gives them new opportunities. Social media enables companies to trace disappointed customers, evaluate their impressiveness and communicate with them. The conceptual paper aims to develop a model for the relationship between social media behavior, negative consumer emotions and brand disloyalty. The argument of this paper is that although social media gives consumers more power which is manifested in sharing negative emotions related to the company, the effect this has on brand disloyalty depends on the company's behavior.

The proactive termination of customer relationships that lack profitability ("unprofitable customer abandonment") has previously been discussed in academic literature. Based on an online experiment conducted with 428 US customers this study investigates emotional and behavioral reactions to this customer relationship management (CRM) strategy among existing customers the abandoning firm would like to retain.

Our study investigates how WoM valence (a) influences WoM diffusion frequency and speed and (b) moderates the type of social ties activated during WoM transmission. Additionally we analyze whether WoM reflecting hearsay shows different diffusion patterns than WoM originating from a personal and direct experience made by the WoM sender.

This study investigates the factors influencing online shopping behavior, focusing on variables such as trust, word of mouth, social media influence, pricing, and website quality. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data was collected via structured questionnaires and analyzed for reliability, validity, and predictive relevance. Findings highlight trust and word of mouth as the strongest drivers, with significant roles for website quality, social media influence, pricing, and promotions. In this study we have taken the overview of 300 respondents which include students and working professionals. The study offers practical insights for e-commerce platforms to enhance consumer trust, leverage social media, and adopt competitive pricing strategies, contributing to both academic knowledge and industry practices.

Saglik hizmetlerinde risk ve belirsizliklerin yogun olmasi bireyin saglik arama davranisini etkilemektedir. Bu acidan dusunuldugunde hizmet kullanicilari saglik hizmetlerini satin alirken sosyal aglar, referans gruplar ve arkadas cevresi gibi farkli iletisim kanallarina basvurmaktadirlar. Agizdan agiza iletisim yontemi bu acidan onemli bir pazarlama yaklasimidir. Bu nedenle arastirmada, agizdan agiza iletisim ile saglik hizmeti kullanimi ve satin almasi arasindaki iliski degerlendirilmistir. Arastirmada sosyal aglar ve referans gruplarinin bireylerin siklikla basvurduklari kaynaklar oldugu, saglik personeli ve bireylerin kendi hizmet tecrubelerinin hizmet satin almasi uzerinde onemli derecede etkili oldugu saptanmistir. Demografik degisimler dikkate alindiginda; yas arttikca, egitim seviyesi gelistikce ve yuksek gelir grubundaki bireylerin saglik hizmetleri arama davranislarinin daha yapici oldugu, hizmet aldiklari kurumlarla ilgili bilgi kaynaklarini taradiklari ve hizmetin kalites...

The statistical significance obtained during testing differences in strength
of independent variables on dependent variable sometimes include
dissonance. This is because the results may be significant due to chance.
The traditional hypothesis testing system tries to estimate the population
parameters based on the collected sample. However, the biasness or the
errors in the sample may not be ruled out. Considering this the inferences
drawn on comparison between independent variables in multi variate
environment may be tough to generalise. Keeping this in mind, the
Bootstrap analysis may be used to generalise the results of comparison,
since bootstrap analysis uses a very different approach to estimate a
sampling distribution. To check the effectiveness of bootstrapping, the
method has been used in the study of comparison of strength of independent
variables such as WOM (Word-Of-Mouth), eWOM (Word-of-Mouse)
and CWOM (Commercial Word-of-Mouse) on influencing Consumer
Purchase Decision in case of electronic gadgets. The study was conducted
on a sample of 420 students. Results showed that Bootstrap in regression
were successful in diagnosing which independent variable among WOM
(Word-Of-Mouth), eWOM (Word-of-Mouse) and CWOM (Commercial
Word-of-Mouse) communication having greater impact on consumers’
purchase decision making in buying electronic gadgets.
Keywords: WOM (Word-Of-Mouth), eWOM (Word-of-Mouse),
CWOM (Commercial Word-of-Mouse), Purchase Decision

This study examines the impact of Augmented Reality (AR) and Virtual Reality (VR) on consumer decision-making, with a particular focus on emotional engagement, product confidence, and purchase intentions. Using a mixedmethods approach, data were collected from 300 survey respondents and 30 in-depth interviews. The Structural Equation Modeling (SEM) results indicate that AR and VR significantly influence purchase intentions, with perceived value (β = 0.72, p < 0.001) emerging as the strongest predictor. Moreover, emotional engagement and product confidence are identified as key mediators in the relationship between AR/VR adoption and consumer purchase behavior. The findings demonstrate that AR enhances real-time product visualization, reducing purchase uncertainty, whereas VR fosters deep emotional immersion, strengthening consumer confidence and trust. This study contributes to the existing marketing literature by differentiating the effects of AR and VR on consumer behavior and identifying critical psychological mechanisms that drive purchase decisions. From a managerial perspective, businesses are encouraged to leverage AR for interactive product demonstrations and utilize VR for immersive brand experiences to enhance consumer engagement, brand loyalty, and sales performance.

Which is more viral, positive or negative electronic word-of-mouth? Can you tell which of the following tweets will spread more in Twitter: "saw the movie … last night, must see it" or "saw the movie … last night, avoid at any cost"? This study is about electronic Word-Of-Mouth spread as a factor of its sentiment. Some theories support a negative bias, while others support a positive bias. Some suggest that both biases are possible, depending on the product type. This paper presents the main theories, related studies and the results of quantitative research based on movie related tweets containing sentiment polarity. Due to the dual nature of Twitter, as mass medium and social network, the research focuses on Twitter's social sub network which contains ordinary users having a small to medium number of followers. The main findings are that tweets with positive sentiment polarity spread 15-20 percent more than tweets containing negative sentiment polarity.

Which is more viral, positive or negative electronic word-of-mouth? Can you tell which of the following tweets will spread more in Twitter: &quot;saw the movie … last night, must see it&quot; or &quot;saw the movie … last night, avoid at any cost&quot;? This study is about electronic Word-Of-Mouth spread as a factor of its sentiment. Some theories support a negative bias, while others support a positive bias. Some suggest that both biases are possible, depending on the product type. This paper presents the main theories, related studies and the results of quantitative research based on movie related tweets containing sentiment polarity. Due to the dual nature of Twitter, as mass medium and social network, the research focuses on Twitter&#39;s social sub network which contains ordinary users having a small to medium number of followers. The main findings are that tweets with positive sentiment polarity spread 15-20 percent more than tweets containing negative sentiment polarity. Keyw...

The escalating prevalence of electronic communication is changing the way consumers search for information, evaluate alternatives, and make choices. This study contributes to existing literature by investigating the effects of eWOM valence using the context of professor and course evaluations available online. Using an online experimental research design with undergraduate students, the study suggests variations in eWOM valence have differing effects on attitudes, behavioral intentions, the perceived value of reviews, and the perceived influence of reviews on decisions. Specifically, the results suggest that while positive-only eWOM evaluations have strong positive effects on changing initial attitudes and behavioral intentions, and negative-only evaluations have negative effects, both are similar with regards to perceived information value and the perceived influence of reviews on decisions. However, the results also suggest that eWOM communications with mixed reviews have limited ...

Consumers tend to share their post-purchase experiences (WOM-Words of Mouth) with others regardless of whether the experiences are positive or negative. With the advancement of internet technology, WOM behavior has shifted to online platforms (eWOM) and eWOM has become an extremely effective way of communication. The main purpose of this study is to unveil the antecedents of eWOM behavior. In this respect, the role of e-loyalty in addition to demographics and other relevant factors such as e-retailer visit frequency and consumer's mostly purchased product online in eWOM behavior was examined. A total of 296 individuals were accessed beginning from January 2019 to February 2019 through online convenience sampling. IBM SPSS 22 statistical software was used and multiple regression models was applied. The independent variables were able to explain the eWOM behavior with a R 2 value of.42. Compared to participants who belonged to 36-45 age group, younger participants were less likely engaged in eWOM behavior. Consumers who mostly purchased books, CDs, and electronic goods were more likely engaged in eWOM behavior, compared to consumers making apparel purchases online. Finally, findings also revealed that the less the consumers visited online e-retailers, the less these eWOM behaviors were displayed.

Customer orientation should permeate the overall activities of a firm in a competitive environment as it is considered to be an essential element for enhanced performance. The main objective of this study was to empirically test the moderating effect of competitive intensity on the relationship between customer orientation and performance of hotels in Kenya. Resource-Based View (RBV) theory grounded the study. The study employed explanatory research design and sampled 330 respondents from a target population of about 630 managers in 210 hotels, listed under Kenya Association of Hotelkeepers and Caterers (KAHC). Respondents were selected using cluster sampling combined with simple random. Primary data was collected using a structured questionnaire. Data was analyzed using Statistical Package for Social Sciences (SPSS 22.0). Stepwise regression was used to test the research hypotheses. The results revealed that customer orientation is directly associated with hotel performance and has...

Information search has become increasingly more efficient and manageable for consumers through the development of the Internet. This has also impacted the way consumers search for information and how the search affects purchasing decisions. The purpose of this research is to examine the way consumers use hedonic and utilitarian information search to search for electronic word-of-mouth (eWOM) and how this affects their web browsing habits. This is reflected upon the purchase value of over 1600 travel agency customers using factor and cluster analysis as statistical analysis methods. The findings suggest that hedonic and utilitarian information search as well as websites should be considered to contain a dimension including both types of information. Additionally, distinctive customer segments were found that can be used by companies in the travel industry to create targeted marketing programs.

Master's Thesis 13.6.2011 Sakari Nurmikko Information search has become increasingly more efficient and manageable for consumers through the development of the Internet. This has also impacted the way consumers search for information and how the search affects purchasing decisions. The purpose of this research is to examine the way consumers use hedonic and utilitarian information search to search for electronic word-of-mouth (eWOM) and how this affects their web browsing habits. This is reflected upon the purchase value of over 1600 travel agency customers using factor and cluster analysis as statistical analysis methods. The findings suggest that hedonic and utilitarian information search as well as websites should be considered to contain a dimension including both types of information. Additionally, distinctive customer segments were found that can be used by companies in the travel industry to create targeted marketing programs.

Online consumer reviews are an increasingly prominent source of interpersonal influence on consumer preferences. We discuss similarities and differences between these reviews and conventional word-of-mouth sources. A content analysis of 180 online consumer reviews reveals important insights for both academics and managers into the consumer search and influence processes.

This study examines how social media influencers affect fans' intentions to buy sustainable products, considering the mediation of para-social relationships and electronic word-of-mouth (e-WOM) products. Despite growing interest in sustainable marketing, limited research has examined how para-social relationships with influencers impact purchase intentions for sustainable products. This research utilizes a quantitative methodology involving structural equation modelling analysis. A sample of 237 active social media platform users was obtained through an online survey. Key findings reveal that para-social relationships significantly mediate the relationship of social media influencers on purchase intentions for sustainable products. The study demonstrates that followers who perceive a stronger para-social relationship with influencers tend to trust their recommendations and exhibit higher purchase intentions for sustainable products. Furthermore, this study highlights that the direct involvement of the influencer is more important to consumers than the simple transmission and repetition of the same message through fellow people. The research offers insights into sustainable marketing by examining interactions between media influencers and fans. It also presents practical implications for marketers using social media to enhance purchase intentions for sustainable products. By emphasizing the role of para-social relationships and electronic word-of-mouth, this study clarifies consumer behavior in sustainable product marketing.

Assessing website quality has been one of the important challenges in the recent business studies. The quality of travel websites can impact on the customers’ online hotel booking decision. Many factors have been identified in the previous research for improving e-commerce websites. However, in case of travel websites, few studies are conducted with limit number of quality factors. This study is then conducted to fill this gap by providing a comprehensive framework of website quality factors in tourism context. The proposed framework includes attractiveness, system quality, information quality and service quality factors. The data is collected through two travel websites, Booking.com and TripAdvisor.com. The analysis is performed using Analytic Hierarchy Process through Expert Choice software. The results of our data analysis are provided and discussed.

The objective of this paper is to investigate the impact of electronic word-of-mouth messages from a health care virtual community on a health care organization’s activity and to discover whether the online reputation formed on a patient oriented community is monitored by the marketing specialists. We interviewed 6 health care marketing specialists from Romania that have the greatest market shares in Bucharest to find answers to our research objective. Even if it was more of an exploratory research, the interviewer followed some guidelines to conduct the study. The results showed that the health care marketing specialists know what electronic word of mouth means but they do not monitor the health care forums. Key-Words: -health care services, online reputation, patient oriented communities, electronic word of mouth, eWOM, virtual communities

User-generated content has become increasingly important to both tourism practitioners and travel consumers. Although prior studies have demonstrated how impactful UGC is and why marketing mavens employ UGC sites in their marketing campaigns, there is still scant evidence on how to successfully manipulate them. To fill this void, we conducted a two-phase experiment study. In the experiment, first, 65 tourists were invited then grouped according to three different treatments (namely, creating travel posts to achieve the maximum ‘comments’, ‘retweets’, or ‘likes’), and one will be rewarded if he/she achieves the goal. Second, for the manipulation check, we invited another group of Chinese consumers (n =268) to rate these travel posts based on their perceptions. Our experiment results indicate that this referral rewards incentive design has significant effects on consumers’ UGC perception (the credibility, interestingness, influence of postings), behavioral intentions (purchase intenti...

The travel and tourism industry has experienced significant transformations due to advancements in digital services, changing consumer behavior, and evolving market dynamics. This study examines the impact of travel agency services on customer satisfaction, focusing on key determinants such as service quality, perceived value, trust, and customer loyalty. Using a structured questionnaire, data was collected from 400 respondents who had recently availed travel agency services. The study employs Structural Equation Modeling (SEM) to analyze the relationships among variables. The findings indicate that service quality and perceived value significantly enhance customer satisfaction, which in turn strengthens customer loyalty and retention. Additionally, trust in the travel agency serves as a crucial factor in influencing satisfaction levels. The reliability analysis confirms strong internal consistency among constructs, while correlation and regression analyses highlight positive associations between independent and dependent variables. The study also discusses managerial implications for travel agencies in improving service efficiency and customer trust. Limitations include the study's cross-sectional design and reliance on selfreported data. Future research should explore the role of emerging digital technologies such as artificial intelligence, blockchain, and virtual reality in reshaping customer experiences in the travel sector. The findings offer valuable insights for industry stakeholders seeking to enhance customer engagement and longterm relationships in a highly competitive market.

The purpose of this study was to explore the buyer’s opinion of using social networks as a marketing tool towards purchasing goods through online in Malaysia. A total of 300 questionnaires were distributed to collect data. 278 valid questionnaires were received and used for further statistical analysis. This study revealed that the variables, interaction in social network (time spend on social networking sites) and perception of security in purchasing goods online play the most significant role on the purchasing preferences for Muslim consumers. The added value of this paper was to identify the link between theory and practice and identify the Muslim consumers’ purchasing decision through social networks.

Recent trends in technology and hypermedia has resulted in the increased use of internet as source of information by consumers. Electronic-word of-mouth (eWOM) is a nonverbal form of communication about product and/or services posted and accessed on websites by consumers around the globe. eWOM platforms are places where the actual non-verbal statements are shared which includes consumer-to-consumer sites (C2C), forums, blogs and social sites; typical examples are eBay, gittigidiyor.com and berbathoca.com. Nowadays eWOM is consider as the most trusted and influential source of information for consumers; because consumers like to hear the opinion of others especially those who had experiences with the product and/or service before purchase. This study attempts to analyze the three W's (Who, Why and what). Who post/seek the eWOM? Why they post/seek eWOM? What kind of eWOM they post/seek? And the influence on consumer purchase intentions. Personal interview approach was used to collect data from a sample of 130 respondents, with varying levels of expertise with eWOM platforms and online communities. eWOM is a powerful marketing tool that allows marketing managers to reach and listen to customers. The main aim of this thesis is to help marketing managers develop strategies for their organizations to benefit effectively from eWOM platform opinions.

Communication is the ability to convey information to another individual in a way that will ensure proper reception. The main goal of this study is to investigate the connection between strategic organizational management and successful communication. We conducted both a survey and a descriptive study. The findings demonstrated that while successful communication ensures organizational success, it is significantly influenced by the pattern or tactics utilized, the efficacy and suitability of the channel chosen, and how responsive or accessible superiors are to their subordinates, among other aspects. These results support the study's recommendation to consume and nurture elements that foster warmth and goodwill. The manager should create and put into place a clear organizational structure that enables seamless communication in order to get the best out of his staff. It is concluded that good communication is the "lifeblood" of businesses and has a favorable effect on the capacity of our organizations to meet their strategic objectives.

Today's competitive world has transformed the role of consumers in organizations, as consumers are present in all processes, from production phases to the delivery of products. Thus, the universities researchers' and traders' attention have shifted towards the consumers' mental image of the brands to the extent that they have included allocated sections in their mission statements and company objectives to the consumers' mental image. The present article attempts to study the effect of the Shampoo Brand's mental image on the perceptual values of the consumers. In this perspective, the present research is applied and is descriptive. The purchase process and preserving the health of hair, scalp and reducing hair loss and the most important of all, maintaining the beauty of appearance is of outmost importance for women; choosing the right shampoo is always their crucial concerns specifically in Islamic societies like Iran where the hair is covered throughout the day and the absence of breathing scalp gets highlighted. Thus, participants include the Alzahra female students shampoo consumers who has responded to the questionnaire as the main research tool. The analysis using SPSS and LISREL proved research hypothesis. That is, the mental image of brand is positively related to perceived quality and price/cost of the products. Considering that perceived quality and price the elements of perceived value, results confirm such relationship in Alzahra University as the only Iranian women university.

This study investigates the impact of AI-driven marketing strategies, specifically AI personalization, prediction accuracy, and real-time engagement, on consumer purchase intention. By integrating these variables into a unified framework, the study provides a comprehensive understanding of how AI technologies influence consumer behavior. The research adopts a quantitative design, utilizing survey data from 350 respondents who actively engage with digital marketing platforms. Structural equation modeling was employed to test the hypotheses, revealing that all three variables significantly enhance purchase intention. Prediction accuracy emerged as the strongest predictor, followed by personalization and real-time engagement. This study contributes to existing literature by addressing gaps in the combined effects of AI-driven strategies and highlighting the critical role of trust. The findings offer actionable insights for policymakers and businesses seeking to optimize AI applications in marketing. Practical implications include the need for trust-building measures, consumer-centric personalization, and accuracy-focused AI systems. By addressing these aspects, businesses can enhance consumer engagement, drive purchase intention, and foster sustainable growth in digital markets.

Bu çalışma, Pınarbaşı ilçesindeki otellerin Google Haritalar yorumları üzerinden analiz edilerek, elektronik ağızdan ağıza iletişim (eWOM) kullanımının doğa turizmi üzerindeki etkilerini incelemektedir. Pınarbaşı, doğal güzellikleriyle önemli bir turizm potansiyeline sahiptir ve bu potansiyelin sürdürülebilir turizm uygulamalarıyla değerlendirilmesi, bölgenin ekonomik kalkınmasına katkı sağlayabilecektir. Araştırmada, Pınarbaşı ilçesindeki Kanyon Park Otel, Park Ilıca ve Sarımeşe Otel'e ait 957 Google Haritalar yorumu elde edilmiş, kullanılabilir 649 yorum tematik analiz yöntemiyle incelenmiştir. Yorumlar, hizmet kalitesi, lokasyon ve çevre, müşteri deneyimi ve eleştiriler ve öneriler olmak üzere dört ana tema altında toplanmıştır. Sonuçlar otellerin, hizmet kalitesinin ve müşteri memnuniyetinin artırılması için çeşitli öneriler sunmaktadır. Özellikle müşteri hizmetleri, temizlik ve konfor konularında olumlu geri dönüşler alındığı görülmüş, kahvaltı kalitesi ve yöresel lezzetler ile ilgili övgülerle karşılanmıştır. Ancak, soğuk odalar, eksik hizmetler ve yüksek fiyatlar gibi olumsuz deneyimlerin yanı sıra Wi-Fi kalitesinin artırılması ve telefon çekim problemlerinin çözülmesi gibi önerilere de yer verilmiştir. Bu çalışma, Pınarbaşı otellerinin eWOM aracılığıyla değerlendirilmesine dair kapsamlı bir görüş sunmaktadır. Çalışma ayrıca, otel işletmecilerine müşteri memnuniyetini artırmak ve hizmet kalitesini iyileştirmek için önerilerde bulunmaktadır.

The COVID-19 pandemic has significantly boosted online shopping, compelling organizations to enhance website service quality. Since there is no prior knowledge of what satisfies consumers, this research conducts a systematic review to identify critical dimensions and attributes influencing website service quality and consumer satisfaction in a post-pandemic context. Using the Theory of Consolidated Meta-Analytic Approach (TEMAC), the review follows three structured phases: Research Preparation, Data Presentation and Interrelation, and Detailing and Model Integration. This approach integrates bibliometric principles to analyze and synthesize findings from 88 selected articles. The analysis reveals 11 key dimensions impacting website service quality: ease of use, website design/aspect, online survey, security/privacy, personalization, efficiency, system availability, reliability, information quality, responsiveness/assurance/trust, and delivery/fulfillment. The findings provide valuable guidance for organizations aiming to enhance their online service offerings. By focusing on these dimensions, businesses can formulate strategic action plans to improve consumer satisfaction, foster trust, and deliver a superior online shopping experience. This study contributes to literature by offering a comprehensive framework for understanding website service quality, supporting both academic and practical advancements in this field.

The escalating prevalence of electronic communication is changing the way consumers search for information, evaluate alternatives, and make choices. This study contributes to existing literature by investigating the effects of eWOM valence using the context of professor and course evaluations available online. Using an online experimental research design with undergraduate students, the study suggests variations in eWOM valence have differing effects on attitudes, behavioral intentions, the perceived value of reviews, and the perceived influence of reviews on decisions. Specifically, the results suggest that while positive-only eWOM evaluations have strong positive effects on changing initial attitudes and behavioral intentions, and negative-only evaluations have negative effects, both are similar with regards to perceived information value and the perceived influence of reviews on decisions. However, the results also suggest that eWOM communications with mixed reviews have limited ...

The Web 2.0 has resulted in a shift as to how users consume and interact with the information, and has introduced a wide range of new textual genres, such as reviews or microblogs, through which users comunicate, exchange, and share opinions. The explotation of all this user-generated content is of great value both for users and companies, in order to assist them in their decision-making processes. Given this context, the analysis and development of automatic methods that can help manage online information in a quicker manner are needed. Therefore, this article proposes and evaluates a novel concept-level approach for ultra-concise opinion abstractive summarization. Our approach is characterized by the integration of syntactic sentence simplification, sentence regeneration and internal concept representation into the summarization process, thus being able to generate abstractive summaries, which is one the most challenging issues for this task. In order to be able to analyze different settings for our approach, the use of the sentence regeneration module was made optional, leading to two different versions of the system (one with sentence regeneration and one without). For testing them, a corpus of 400 English texts, gathered from reviews and tweets belonging to two different domains, was used. Although both versions were shown to be reliable methods for generating this type of summaries, the results obtained indicate that the version without sentence regeneration yielded to better results, improving the results of a number of stateof-the-art systems by 9%, whereas the version with sentence regeneration proved to be more robust to noisy data.

The study was focusing on the impact of employee satisfaction on functional quality services at Chicken Inn outlets in Harare. The main objective of the study was to find the relationship between employee satisfaction and functional quality. Causal research design was used to find out how employee satisfaction affects the functional service quality of Chicken Inn and the study used questionnaires for collecting primary data. Probability and simple random sampling techniques was used in selecting the respondents. A sample size of 123 was used for the study. The data collected was analyzed through the use SPSS by regressing and correlating the variables in order to determine the strength of the relationship. The research findings from the hypothesis tests explore that there is a moderate relationship between employee satisfaction and functional quality. The study recommends Chicken Inn to adopt internal marketing as a way of satisfying employees internally as they are the ambassadors ...

In recent years, strategies focused on data-driven innovation (DDI) have led to the emergence and development of new products and business models in the digital market. However, these advances have given rise to the development of sophisticated strategies for data management, predicting user behavior, or analyzing their actions. Accordingly, the large-scale analysis of user-generated data (UGD) has led to the emergence of user privacy concerns about how companies manage user data. Although there are some studies on data security, privacy protection, and data-driven strategies, a systematic review on the subject that would focus on both UGD and DDI as main concepts is lacking. Therefore, the present study aims to provide a comprehensive understanding of the main challenges related to user privacy that affect DDI. The methodology used in the present study unfolds in the following three phases; (i) a systematic literature review (SLR); (ii) in-depth interviews framed in the perspectives of UGD and DDI on user privacy concerns, and finally, (iii) topic-modeling using a Latent Dirichlet allocation (LDA) model to extract insights related to the object of study. Based on the results, we identify 14 topics related to the study of DDI and UGD strategies. In addition, 14 future research questions and 7 research propositions are presented that should be consider for the study of UGD, DDI and user privacy in digital markets. The paper concludes with an important discussion regarding the role of user privacy in DDI in digital markets.