Effect of Social Media in B2B Marketing: Invertigation of eWOM Effect in Oil and Gas Sector in Qatar

Al-Khinji, Soud; Chen, Weifeng; Saberi, Maria

doi:10.2139/ssrn.3659020

Cited by 1 publication

(1 citation statement)

References 39 publications

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“…Social media as an online platform is optimized as an e-WoM channel for searching, disseminating information and reviews from entrepreneurs to consumers and from consumers to consumerism (Jalilvand, Esfahani, & Samiei, 2011). Electronic word of mouth is part of the elements of social media marketing (Al-Khinji, 2020). In the concept of e-WoM, for the sake of viral marketing communications, messages or content that will be uploaded to social media should be carefully designed.…”

Section: Introductionmentioning

confidence: 99%

Virtual ethnography of electronic word of mouth as a marketing enhancement

Rochmana

Winarti

Kusuma

et al. 2022

ETNOSIA

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Electronic Word of Mouth (e-WoM) is a form of promotion in the digital era by distributing and sharing visual content about a brand or product informally without commercial influence. This study aims to understand the enhancement of e-WoM as a promotional medium by the coffee blogger account @cafehitssurabaya. This study uses a qualitative research method with a virtual ethnographic approach. Researchers are participative and involved in e-WoM activities on @cafehitssurabaya. Data collection using virtual searches and online interviews via WhatsApp with eight informants, namely the owner of the @cafehitssurabaya account and seven active followers. The study results show that e-WoM helps disseminate visual content related to opinions, reviews, and recommendations for various coffee shops by @cafehitssurabaya so that it impacts promotions and encourages buying decisions for potential consumers. Furthermore, @cafehitssurabaya enhances e-WoM by interacting and discussing with followers as opinion seekers. This study concludes that the e-WoM process has become an effective promotional medium, forming a new culture of Instagram users to share their love for the tradition of drinking coffee and various coffees and delivering criticism and praise to different coffee shops.

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Section: Introductionmentioning

confidence: 99%