Identifying the features of reputable users in eWOM communities by using Particle Swarm Optimization

Torres, María del Rocío Martínez; Arenas‐Márquez, Francisco J.; Olmedilla, M.; Toral, S. L.

doi:10.1016/j.techfore.2018.04.017

Cited by 9 publications

(7 citation statements)

References 51 publications

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“…The results of these two hypotheses are consistent with those reported in the previous studies (Dey et al. , 2019; Martínez-Torres et al. , 2018).…”

Section: Discussionsupporting

confidence: 93%

“…The results of the first and second hypotheses reveal that website features (usability, availability and information) are crucial to shaping students' interaction with the university and facilitating their participatory role in the university. The results of these two hypotheses are consistent with those reported in the previous studies (Dey et al, 2019;Mart ınez-Torres et al, 2018).…”

Section: Discussionsupporting

confidence: 93%

“…University website features and student co-creation behavior The website is a virtual showcase of an organization that supplies information about the organization and its services to the visitors (Foroudi et al, 2017) and cultivates a positive image of the organization and the brand (Mart ınez-Torres et al, 2018). The university website also plays an essential communication function through its features.…”

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

“…The website is a virtual showcase of an organization that supplies information about the organization and its services to the visitors (Foroudi et al. , 2017) and cultivates a positive image of the organization and the brand (Martínez-Torres et al. , 2018).…”

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

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The role of website features in the branding of higher education institutions

Ghorbanzadeh

2022

JARHE

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PurposeThis study investigates the effect of university website features and value co-creation behaviors of students on promoting brand image and brand reputation at Islamic Azad University in Iran.Design/methodology/approachThe study is quantitative. Using convenience sampling techniques, a responsive group of 384 students was chosen from the Islamic Azad University of Tehran in Iran. Survey methods were used for data collection. Partial least squares-structural equation modeling was used to test the derived hypotheses.FindingsThe present research findings indicated that website features have a positive effect on fostering value co-creation behaviors (participation and citizenship behavior), and participation behavior, in turn, improves university's brand image and reputation. At the same time, among value co-creation behaviors, citizenship behavior has no impact on the university's brand image. Finally, the brand image formed through website features and participation behavior positively affects brand reputation.Originality/valueThese findings contribute to the marketing literature by empirically validating the three elements in the website features construct, providing intelligence on how website features can drive value co-creation behaviors, brand image and reputation.

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“…The results of these two hypotheses are consistent with those reported in the previous studies (Dey et al. , 2019; Martínez-Torres et al. , 2018).…”

Section: Discussionsupporting

confidence: 93%

Section: Discussionsupporting

confidence: 93%

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

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The role of website features in the branding of higher education institutions

Ghorbanzadeh

2022

JARHE

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“…Reputasi membuat electronic word of mouth dalam komunitas online dapat dipercaya oleh konsumen lain. Untuk menyampaikan electronic word of mouth yang dapat diterima konsumen, yaitu dengan cara memiliki konten review dan reviewer yang dapat memberikan informasi yang kredibel (Martínez-Torres et al, 2018). Dalam penelitian Zhao et al (2018) informasi yang diberikan konsumen lain melalui electronic word of mouth memiliki pengaruh yang kuat dari pada informasi yang didapatkan dari konsumen lain yang bukan berupa electronic word of mouth.…”

Section: Brand-social Connection Dengan Electronic Word Of Mouthunclassified

Hubungan Antara Brand Credibility, Word of Mouth, Dan Electronic Word of Mouth: Peran Mediasi Brand-Self Connection Dan Brand-Social Connection

Billa

Hariandja²,

Febrianto

et al. 2020

ULTIMA Management

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This study was conducted to analyze the relationship between Brand Credibility, Word of Mouth, and Electronic Word of Mouth mediated by Brand-Self Connection and Brand-Social Connection to the Netflix brand in the Greater Jakarta area and generation Z. This study uses a quantitative approach with data collection through google forms. The data used in this study consisted of 32 indicators and the number of respondents in this study were 320 respondents who were Netflix customers in Jabodetabek. Data analysis uses AMOS-SEM version 24. The results of this study indicate that brand credibility has a positive relationshipwith brand-self connection; brand credibility does not have a positive relationship with brand-social connections; brand-self connection has a positive relationship with brand-social connection; brand-social connections have a positive relationship with word of mouth; brand credibility has a positive relationship with word of mouth mediated by brand-self connection and brand-social connection; brand-social connections have a positive relationship with electronic word of mouth; brand credibility has a positive relationship with electronic word of mouth mediated by brand-self connection and brand-social connection; and brandcredibility has a positive relationship with brand-self connections that are moderated by a brand experience memorial. Key Words: Brand Credibility, WOM, e-WOM, Brand-self Connection, Brand-SocialConnection, Memorial Brand Experience

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