Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

Shirkhodaie, Maisam; Rastgoo-deylami, Mahsa

doi:10.7441/joc.2016.01.02

Cited by 60 publications

(36 citation statements)

References 22 publications

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“…Se define como "todas las comunicaciones informales dirigidas a otros consumidores sobre la propiedad, el uso o las características de bienes y servicios particulares y/o sus vendedores" (Westbrook, 1987, p. 261). El WOM tiene un efecto de persuasión en los consumidores, que influye en las intenciones y decisiones de compra o abandono de una marca, ya que las personas suelen confiar en lo que escuchan directamente de los demás (Shirkhodaie & Rastgoo-deylami, 2016). En tal sentido, la información obtenida de otros consumidores puede ser positiva o negativa, presentando diferentes impactos sobre las marcas.…”

Section: Amor a La Marca Frente A Wom / Ewomunclassified

Antecedentes y consecuencias del valor de marca. Un estudio centrado en los consumidores jóvenes

Gómez

Pérez

2019

SUMNEG

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The objective of this study is to analyze the effects of brand love and traditional Word of Mouth and electronic communication on the brand equity, in order to check this influences the repurchase intention. The contrast of the hypotheses has been made from a sample of 306 university students. The results indicate that brand love exerts a significant influence on the positive WOM, comments that reinforce the brand equity, which triggers the repurchase intention. In contrast, the online environment facilitates the disclosure of negative comments that affect the brand value through eWOM. Códigos JEL: D18, M30, M31, M39 Palabras clave Valor de marca, amor a la marca, Word of Mouth, Electronic Word of Mouth, intención de recompra. El objetivo del presente estudio consiste en analizar los efectos del amor a la marca y la comunicación Word of Mouth tradicional y electrónica sobre el valor de marca, con el fin de comprobar si este influye en la intención de recompra. El contraste de las hipótesis se ha realizado a partir de una muestra de 306 jóvenes universitarios. Los resultados indican que el amor a la marca ejerce una influencia significativa sobre el WOM positivo, comentarios que refuerzan el valor de marca, el cual desencadena en la intención de recompra. Por el contrario, el entorno online facilita la divulgación de comentarios negativos que afectan el valor de marca a través de eWOM. © 2019 Fundación Universitaria Konrad Lorenz. Este es un artículo Open Access bajo la licencia CC BY-NC-ND (http://creativecommons. org/licenses/by-nc-nd/4.0/). Keywords: Brand equity, brand love, Word of Mouth, Electronic Word of Mouth, repurchase intention.  Premio al mejor artículo del número

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Section: Amor a La Marca Frente A Wom / Ewomunclassified

Antecedentes y consecuencias del valor de marca. Un estudio centrado en los consumidores jóvenes

Gómez

Pérez

2019

SUMNEG

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“…When a consumer decides to buy a product based on information, recommendations, advice, or forms of invitation from other consumers, this relationship is referred to as Word of Mouth (WOM) (Maisam and Mahsa, 2016). According to Kotler and Keller (2011), WOM is marketing communication that relates to the experience of buying or using products and services which are carried out by an individual, in oral and written forms (Cheema and Kaikati, 2010).…”

Section: Introductionmentioning

confidence: 99%

The Effect of e-Wom And Brand Image on The Interest in Buying The Heavenly Blush Yoghurt Product

Mughoffar¹,

Sumarwan

Tinaprilla

2019

ijbe

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The objectives of this research are: 1) to analyze the effect of e-WOM on brand image of Heavenly Blush product, 2) to analyze the effect of e-WOM on the interest in buying Heavenly Blush product, and 3) to analyze the effect of brand image on the interest in buying Heavenly Blush product. This research used online and offline survey methods in the form of questionnaires. The research sampling was carried out using non-probability sampling technique. The scaling technique of the study applied Likert scale which produces measurements at intervals; scale 1 for strongly disagree statements and scale 5 for strongly agree statements. The data analysis used PLS (Partial Least Square). The 106 respondents of the research were customers who already knew about Heavenly Blush yogurt products but had never consumed them with the minimum age of 17 years. The findings showed that there is a positive effect of e-WOM variable on brand image variable with a value of 0.425. The e-WOM variable has a positive effect on the interest in buying Heavenly Blush product with a value of 0.430. Brand image is the last variable that has a positive effect on interest in buying with a value of 0.244.Abstrak: Tujuan dari penelitian ini, yaitu 1) menganalisis pengaruh antara e-WOM terhadap citra merek produk Heavenly Blush, 2) menganalisis pengaruh e-WOM terhadap minat membeli produk Heavenly Blush, 3) Menganalisis pengaruh Citra Merek terhadap minat Membeli produk Heavenly Blush. Metode penelitian yang digunakan adalah survei online dan offline dalam bentuk kuesioner. Teknik pengambilan sampel dalam penelitian ini dilakukan dengan cara Non Probability Sampling. Teknik pemberian skala yang digunakan dalam penelitian ini adalah skala likert dan menghasilkan pengukuran secara interval yaitu skala 1 untuk pernyataan sangat tidak setuju dan skala 5 untuk pernyataan sangat setuju. Analisis data yang digunakan dalam penelitian ini menggunakan PLS (Partial Least Square). Responden yang diteliti adalah konsumen yang sudah mengetahui produk yogurt Heavenly Blush tetapi belum pernah mengkonsumsinya minimal usia 17 tahun. Responden yang diteliti sebanyak 106 responden. Hasil penelitian menunjukkan adannya pengaruh positif antara variabel e-WOM terhadap variabel citra merek dengan nilai pengaruh 0.425. Variabel e-WOM memiliki pengaruh positif terhadap minat membeli produk heavenly blush dengan nilai pengaruh sebesar 0.430. Citra merek merupakan variabel terakhir yang memiliki pengaruh positif terhadap minat membeli dengan nilai pengaruh sebesar 0.244.

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“…To better address this issue, this study focuses on the liking and sharing factors in the context of the basic content types added to this network -photo, video and text (Maisam & Mahsa, 2016;Amegbe, 2006). The study can also represent total engagement as a proportion of the sum of comments, likes, shares and mentions versus post reach, as defined by Driskill (2017).…”

Section: Introductionmentioning

confidence: 99%

Quantitative study of selected Facebook marketing communication engagement factors in the optics of different post types

Nastišin

Fedorko

Vavrečka³

et al. 2019

Innovative Marketing

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The objective of the research was to identify statistically significant differences in selected engagement indicators on Facebook – likes and shares in relation to the different types of content that brands on this platform add to. The analysis was performed on a sample of three global companies from the top 25 most valuable brands in the world and their posts. Using quantitative statistical methods – MANOVA (Multivariate analysis of variance) and Gammes-Howell post hoc test, a total of 1,280 brand posts were analyzed in order to differentiate the liking and sharing of content types. Data collection was carried out in the first half of 2018. The findings pointed to two statistically significant differences that were also interpreted in the discussion of the research. The findings have shown that in case of liking, in two cases out of three, there is a statistically significant difference in terms of the type of content added, when photos came out as those with the greatest potential to get like from Facebook users and fans. At the same time, the same finding appeared in the case of sharing, which is an even stronger form of engagement. Likewise, photos were shown to be the most promising in terms of potential content sharing by Facebook users and fans. The study provided some clues as to where this research should go further and explore the relationship more deeply in view of the more extensive quantitative research, and also the potential qualitative approach. The future research directions include analyzing companies of different types and sizes and also taking into account the contribution from other social networks with the same or similar engagement indicators.

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Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

Cited by 60 publications

References 22 publications

Antecedentes y consecuencias del valor de marca. Un estudio centrado en los consumidores jóvenes

Antecedentes y consecuencias del valor de marca. Un estudio centrado en los consumidores jóvenes

The Effect of e-Wom And Brand Image on The Interest in Buying The Heavenly Blush Yoghurt Product

Quantitative study of selected Facebook marketing communication engagement factors in the optics of different post types

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