Social identity, electronic word-of-mouth and referrals in social network services

Abstract

Purpose -The main aim of this work is to explore the mechanisms that promote the transmission and reception of online opinions (electronic word-of-mouth (eWOM) and referrals) by travel services buyers in the context of social networks services (SNS). Design/methodology/approach -The research examines two areas of study: social identification theory and word-of-mouth communication in the virtual environment (eWOM). Based on these theories an explicative model has been proposed applying structural equation modeling (SEM) analysis to a sample of SNS users buying travel services. Partial least squares was chosen as a method to conduct an SEM analysis. Findings -First, the results support the central role of social identification in SNS communication. Second, the results show that SNS users give greater importance to the transmission of communication than to its reception. This fact supports the idea that SNS is used more as a tool for highlighting and maintaining social status than as a channel for information. Originality/value -The study highlights the role of social identification as the core element which drives SNS. It then analyses the development of eWOM communication in the new context provided by SNS. In addition eWOM communication is studied from two perspectives: from the standpoint of the communicator, but also the receiver. Finally, it seems appropriate to differentiate between virtual communities discussing tourism (e.g. www.TripAdvisor.com) and the SNS (e.g. www.facebook.com, www.twitter.com). While the former seems to be a growing source of information, the latter acts rather more in a social context.

Use of the pathfinder network scaling to measure online customer reviews: A theme park study

“…As the increasing growth and wide use of social network sites (hereinafter, SNS) has become a global phenomenon, visitors' online reviews (or digital texts) on the SNS has a ubiquitous influence on a potential visitor's understanding to a theme park's service quality, relationship with customers as well as making his/her purchase decision (Arenas‐Gaitan, Rondan‐Cataluña, & Ramírez‐Correa, ; Wang & Chang, ). It is by no means clear, more and more organizations in the hospitality industry have regarded online reviews as the key source of knowledge (Roblek, Pejic Bach, Meško, & Bertoncelj, ).…”

Investigating the role of social media in polio prevention in India: a Delphi-DEMATEL approach

“…In fact, the promotion of any initiative or social issue can be enhanced in the form of videos, live ads or people directly promoting the issue in front of you. It is a very effective and important resource for any promotion, and can influence the perception of an individual in a short period of time (Luo & Zhong, 2015;Arenas-Gaitan et al, 2013).…”

Choice Manipulation Through Comparability in Markets with Verifiable Multi-Attribute Products

“…27 The transmission of online opinions through electronic word-of-mouth on websites such as Yelp and Tripadvisor is generally motivated by the reputation and social status achieved by the reviewer together with the enjoyment derived from helping and in°uencing other consumers. [28][29][30] A similar approach applies when considering books, with readers generally checking book reviews written by others. 31 However, recent work demonstrates that the absence of reporting incentives leads to a biased set of reviews that may not re°ect the true quality of a given product.…”

“…The expected utility of the products located in the market where the information sender operates remains unchanged, but the comparability between products located in di®erent markets modi¯es the behavior of DMs. 5,28 We have studied formally the framework where credible signals are issued on the market where the DMs operate in Refs. 48 and 49.…”