In the digital age, consumers have changed their roles from passive receivers of marketing messages to active information suppliers about products through various digital media. The communication between consumers which occurs online is termed electronic word of mouth (eWOM) communication. Electronic word of mouth communication is an integral part of e-commerce. With the exponential growth of internet users and their adoption of eWOM for product information, it has become important to study the factors responsible for the effectiveness of eWOM. This chapter investigates the traditional WOM and eWOM literature to explore its status. A summary of eWOM communication has been presented to summarize prior studies of eWOM which is aligned with basic communication processes. The research papers (literature) have been segregated into eight categories: WOM, eWOM, eWOM impact, source credibility, message characteristics, receiver characteristics, eWOM platform, and response after eWOM adoption. Finally, several strategies are discussed for theoretical and empirical exploration.
Electronic word-of-mouth (eWOM) has become one of the influential sources of information in recent times. However, the emergence of digital media and the huge volume has made it difficult to evaluate its credibility. The main purpose of this article is to determine the factors influencing Electronic word of mouth source credibility for durable products in India. Further, this study examines to what extent business analytics tools are used in the research of eWOM source credibility. The findings suggest that the source trustworthiness and source expertise significantly contribute to eWOM source credibility which further influences the purchase intention, brand awareness, and consumer attitude. The real-time information is not getting captured through business analytics tools. The marketers and practitioners can benefit from this study by understanding phenomenon of the eWOM source credibility and influence on overall consumer behaviour. The study further suggests building an eWOM analytics system and provides future research directions.
In the digital age, electronic word-of-mouth (eWOM) communication has grown to be the most powerful influence on customer behaviour. However, the growing body of evidence raises concerns about credibility and eWOM quality. Various factors related to the source, message, medium and receiver of eWOM were collected by an extensive literature review. Aiming to synthesise existing research, this study seeks to determine the factors that contribute to eWOM's success as a wholesome construct. It also operationalises eWOM's measure. The research design of this study is quantitative and uses a structured questionnaire to collect data from eWOM givers and seekers in the online environment. The scale items were gathered from previous research and tested for dimensionality using „Factor Analysis‟ to validate the eWOM construct. There is evidence to show that eWOM effectiveness can be measured to determine purchase intention. E-commerce has developed rapidly, and it is time to take advantage of this growth by measuring the eWOM construct comprehensively from a customer‟s perspective.
The technological advancement in the usage of social networking sites (SNSs) has grown beyond boundaries. This expansion helps organizations to capture the attention of online customers towards their products and services. The primary purpose of the study is to list the drivers of eWOM credibility and explore its role in customer engagement at SNSs. A conceptual model that categorizes source credibility, trustability, knowledge, tie strength, and homophily are identified as the drivers of eWOM source credibility in SNSs. Similarly, valence, volume, consistency, emotions, quality, and rating are listed as the drivers of eWOM message credibility. This study suggested that drivers of eWOM will impact on customer engagement and that will, in turn, result in building a positive attitude, brand image, and behaviour towards the product or service listed in the SNSs. Further, the study discusses the theoretical and managerial implications in engaging customers through eWOM.
Small molecule microribonucleic acids (miRNAs) are coming up with a huge impact on the scientific world of therapeutics and diagnostics. These 22–24 nucleotide small noncoding RNAs acting as negative gene regulators are found to be involved in a broad range of homeostasis process. One of the major health‐related concerns in current scenario is the development of heart problems leading to cardiomyopathy and heart failure in extreme conditions. The disease condition is associated with both lifestyle and genetic factors. The role of miRNAs governing the regulation of the genes involved in heart development and diseases is being studied extensively. Some of the miRNAs present abundantly in heart and regulating the process of cardiovascular development and diseases are miR‐1, miR‐133, miR‐499, miR‐208 and miR‐199b. This article presents a brief review on the roles of these miRNAs in cardiac development and diseases along with their potential in heart regeneration. Key Concepts A large fraction of miRNAs are expressed in heart regulating the gene expression. miR‐1/133b, miR‐208/499 and miR‐17‐92 clusters are majorly involved in the cardiovascular systems. An imbalance or downregulation of the crucial miRNAs is associated with the development of cardiac diseases. Heart regeneration can be achieved by the exogenous supply of deregulated miRNAs.
Customer relationship management (CRM) has evolved significantly in recent years, from a strategy that focused exclusively on developing financial links with clients to one that fosters both transactional and interactional interactions. As a result, a new type of CRM called social customer relationship management (SCRM) or CRM 2.0 has emerged. This research presents and builds a conceptual model to address the connections between customer relationship management, social media technologies, customer engagement, positive word of mouth, and brand loyalty. Adding to the conventional relevance of customer relationship management, this study presents how Social CRM has become the need of the hour. This research would be helpful to both service and product-based organisation. A conceptual model has been developed to show how social media technologies lead to both positive word of mouth and brand loyalty. SCRM (social customer relationship management) is a new paradigm that influences customer-organization relationships by allowing customers to govern the connection via social media.
The concept of influencer marketing refers to the use of selected influencers to create and promote branded content to the influencer’s followers and the brand’s selected target market. Fashion Influencers on social media are the main transmitters of information to their network and play a successful new fashion diffuser. However, some influencers are proven to be more successful in doing so. Therefore, this paper aims to understand the factors pertaining to source credibility & platform credibility in determining influencer’s effectiveness on social media. A huge number of variables have been identified during the literature review for this study. The research design of the present study has been ‘quantitative’ and attempts to bring empirical findings. A structured questionnaire has been used to collect data from 367 respondents through a purposive sampling method and analyzed using SEM. This research study presents the findings and elaborative results in the context of India. Implications and recommendations of research are further discussed in the context of emerging markets.
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