Relating eWOM Motives to eWOM Channel Choice — Why Do We Post Where We Do?

Kreis, Henning; Gottschalk, Sabrina A.

doi:10.1007/bf03396927

Cited by 8 publications

(12 citation statements)

References 45 publications

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“…Some of them are active in posting online reviews of online community with reasons that through the post, they will be useful for other people who need reviews made by fellow consumers, trusted by community members as a person who understand more -opinion leadership-, give solution to other people (Kreis & Gottschalk, 2015). This WOM is helping each other among the community members, so it can be reference.…”

Section: Literary Review Electronic Word Of Mouthmentioning

confidence: 99%

“…The previous studies have stated that the market of young tourists is interesting to study due to the fact that this market gives a new view about things that have not been used by the previous generation as a reference in choosing vacation places, but they are used by young tourists (Chen et al, 2014;di Pietro & Pantano, 2013;Kreis & Gottschalk, 2015;M. Lee & Youn, 2009;Ting, Chiu, & Kayat, 2015).…”

Section: Introductionmentioning

confidence: 99%

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The Influence of Electronic Word of Mouth (E-WOM) and Travel Motivation toward the Interest in Visiting Lombok, Gender as a Mediator

Auliya¹,

Pertiwi

2020

INFSL3

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The background of this research is the decreased number of tourists, either domestic or foreign tourists, visiting Lombok, in which Lombok is a halal tourism destination in Indonesia. This research aims to analyze the influence of electronic word of mouth (e-WOM) and travel motivation toward the interest in visiting Lombok with gender as the mediator, using a purpose-sampling technique on its sample collection. The respondents of this research are university students in Surakarta. The number of questionnaires spread by the researcher is 316 samples and the samples that can be used are 264. This research uses the analysis tool of SPSS 22 with a scale of 1-5. The result shows that e-WOM and travel motivation influence the interest in visiting Lombok, while the influence with gender as the mediator shows that males have a bigger influence toward the use of e-WOM and travel motivation toward the interest of visiting Lombok

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Section: Literary Review Electronic Word Of Mouthmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Influence of Electronic Word of Mouth (E-WOM) and Travel Motivation toward the Interest in Visiting Lombok, Gender as a Mediator

Auliya¹,

Pertiwi

2020

INFSL3

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“…Hennig-Thurau [23] studied the motivations of delivering eWOM in consumer-opinion platforms and extracts nine groups of motivations: platform assistance, venting negative feelings, concern for other customers, positive self-enhancement, social benefits, economic incentives, helping the company and advice seeking. Kreis and Gottschalk [43] consider that three are three types of motives that determine the customer to articulate eWOM in the social media: content gratification (satisfying the need to convey informational content), social gratification (sending social signs-like expertise in the field, for example-to others) and process gratification (economic incentives, for instance). Santo-Serra and Soto-Sanfiel [44] show that the main motivations of giving eWOM are needed for personal expression and the strengthening of social relationships, while the main gratification obtained by the eWOM senders are self-identity, social vigilance, and a sense of belonging.…”

Section: Introductionmentioning

confidence: 99%

Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

Anastasiei¹,

Dospinescu²

2019

Sustainability

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The goal of this research was to build a model that evaluates the influence of affective commitment, high-sacrifice commitment, and satisfaction on the customers’ word-of-mouth concerning an online retailer. Two word-of-mouth dimensions were considered: volume and valence. A survey was administered to 282 respondents and structural equation modeling techniques were used to process the data and test the hypotheses. Our findings show that satisfaction and high-sacrifice commitment have an important impact on both word-of-mouth volume and valence, while affective commitment only influences word-of-mouth valence. This paper offers detailed explanations of these results in light of other theories and studies in the field.

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“…Therefore, our focus is mainly on relationship-oriented motivation. Some scholars think that social benefits (Bronner & de Hoog, 2011;Hennig-Thurau et al, 2004;Kreis & Gottschalk, 2015;Rensink, 2013;Yap et al, 2013;Yoo et al, 2013) and helping others (Bronner & de Hoog, 2011;Cheung & Lee, 2012;Hennig-Thurau et al, 2004;Kreis & Gottschalk, 2015;Rensink, 2013;Yap et al, 2013;Yoo et al, 2013) are the primary motivation of general consumers in relationship-orientation. To explore the consistency of social-related motivations between employees and general consumers, this article believes that social benefits and helping others will also affect employees' eWOM sharing behavior.…”

Section: Social-related Motivationsmentioning

confidence: 99%

Motives for Employees Communicate Positive Electronic Word of Mouth (eWOM) on Social Network Sites: Exploring Moderating Mechanisms

Zhang

Liu

2021

Australasian Marketing Journal

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Electronic word of mouth (eWOM) has received attention from marketing academic society in the last decade. Extant literature explains why consumers spread eWOM in social network sites (SNS), but the motivations of internal employees’ eWOM behavior are not extensively researched. This article aims to explore what factors motivate employees to create positive eWOM in SNS and the moderating variables in the effects of these motivations. Capturing motivations of employees’ positive eWOM behavior in SNS and moderating variables, the hypotheses were proposed by drawing on the literature of organizational citizenship behavior (OCB), internal marketing, and consumer eWOM. Responses from a sample of 301 employees were conducted through an online questionnaire survey. The result reveals three job-related motivations and two social-related motivations of employees’ positive eWOM behavior with four moderating variables influencing these relationships in different ways. This study makes theoretical contributions to eWOM literature by integrating consumers’ eWOM and employees’ OCB research, probing into this issue from the internal employees’ perspective. Besides, it provides insightful implications for marketing managers on motivating employees to create positive eWOM in SNS voluntarily.

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Relating eWOM Motives to eWOM Channel Choice — Why Do We Post Where We Do?

Cited by 8 publications

References 45 publications

The Influence of Electronic Word of Mouth (E-WOM) and Travel Motivation toward the Interest in Visiting Lombok, Gender as a Mediator

The Influence of Electronic Word of Mouth (E-WOM) and Travel Motivation toward the Interest in Visiting Lombok, Gender as a Mediator

Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

Motives for Employees Communicate Positive Electronic Word of Mouth (eWOM) on Social Network Sites: Exploring Moderating Mechanisms

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