Electronic word of mouth (eWOM) has an effect on trust prior to purchase of similar branding for both highly branded and off-branded products and services. This chapter shows, through a literature review, the impact of eWOM on building trust and then on sales of search and experience goods. Major findings are presented. eWOM has a stronger impact on the sales of experience goods than on search goods. When considering a purchase online, consumers have more resources about the product or service than those that the retailer or manufacturer provides. These newly available resources are consumer-generated; hence, consumers considering a buy find them more trustworthy. Consumers also value differently whether the consumer-generated content is positive or negative about the product or service they are considering buying. The final part of the chapter discusses the different implications for marketing practitioners.
Abstract:The use of native ornamental plants in urban landscapes and ornamental consumers' designs is one strategy to preserve biodiversity. Sprekelia formosissima (L.) Herb., known as Aztec lily (ALY), is one of the nearly 4000 species of native ornamental plants of Mexico. However, its domestic market is not yet developed and is virtually unknown. The objectives of this study were to: (1) compare consumers' and retailers' knowledge of ALY, and (2) to identify potential clusters of consumers and retailers based on their knowledge and preferences, such that marketing of the ALY could be best tailored to different market segments, leading to its sustainable commercialization. There were 464 interviews conducted in four nurseries in Mexico. Results showed only one consumer knew about the ALY; additionally, we found different behaviors in consumers and in retailers: those not interested in the ALY, but when they know it is Mexican they will acquire it; those interested no matter the ALY origin, and those who dislike the ALY because it is Mexican. Those answers suggest that improving consumers/retailers knowledge about this native flower could lead to a sustainable commercialization in Mexico, helping to ensure its conservation as well.
This chapter is a proposal of exogenous and endogenous practical tourism planning which therefore requires the completion of its construction. In this sense, it is necessary for tourism activities to be socialized, developed, questioned, and reformed by indigenous people, actors, and institutions involved with the planning of the municipality of Bahía Solano. The authors summarize the typology of tourism in sociological context with the aim of Colombian perspectives of social and regional development planning in a destination located on the coastline of Pacific Ocean. The main focuses of this chapter are human resources, people management, and planning in tourism with practical examples of Colombian research in the selected zone.
Diabetes contributes to COVID‐19 deaths in Colombia and Mexico, where the latter having the highest prevalence of diabetes among OECD countries. Some reports consider that advertising influences diabetes by confusing labels on ultra‐processed foods and soft drinks that lead to unhealthy food choices. Both countries are in the process of modifying their labeling legislation; however, governments and food industries have pushed to delay its implementation. Using a mixed research design, we interviewed 550 consumers in both countries during June–July 2020; a high number of respondents misunderstand today's food labeling and are unaware of the new labeling legislation. Respondents strongly agree that the food industry should be in charge of changing the labels; otherwise, they would consider not buying their products. Using cluster analysis, we identified three groups that would help design public policies, nutritional and educational campaigns. Although changes in food labeling alone are not enough to reduce obesity and diabetes rates, food labels constitute public health tools due they assist consumers to make food and nutritional choices (considering that nutrition can help prevent and overcome COVID‐19). The costs of maintaining current labels could increase Colombians and Mexicans illnesss and poverty. These deceptive practices of the food industry would harm their brands.
<p>The reasons for buying online have occupied the literature of consumer behavior on the Internet for quite some time. Different theories seek to understand the relationships between different variables of purchasing behavior using this channel. However, the literature has not been sufficiently focused on making comparative analysis between countries, especially between emerging and Latin American countries. For this reason, a comparative study that seeks to understand differences between the reasons to purchase online by country. In 2017, we did survey 552 students, professors and administrative staff in two universities: one in Bogotá, Colombia, and one in Puebla, México using a convenience sampling. We designed a semi-structured questionnaire of 7 items, mostly categorical. Using nonparametric association tests, we discovered that in five of the six questions that are carried out there are significant statistical differences for the two countries such as why they buy in internet, payment methods, shipment, and why they would not buy in the internet . The implications for marketing for those companies interested in penetrating or improving their participation in these markets, is that they should be aware of their differences and use, depending on the country, adapted strategies.</p>
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