The role of visual cues in eWOM on consumers’ behavioral intention and decisions

Filieri, Raffaele; Lin, Zhibin; Pino, Giovanni; Alguezaui, Salma; Inversini, Alessandro

doi:10.1016/j.jbusres.2021.06.055

Cited by 112 publications

(90 citation statements)

References 99 publications

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“…Since the two systems are interconnected, each system can stimulate one another (Koubaa & Eleuch, 2021). Consumers get sensory inputs from one or two sense modalities and build on these inputs to attain a multisensory perception of the advertised product or service (Filieri et al, 2021). As a result, customers can understand better the object‐related information when both visual and verbal cues is available, rather than when only one of the two cues is presented (Simmonds et al, 2020).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…image of the product or a person using the product) and verbal (e.g. product description) cues to enhance consumers' cognitive elaboration of products (Filieri et al, 2021). For instance, an Instagram post contains cues that pertain to the verbal system, such as number of followers and the product description, as well as visual cues such as influencer‐generated photos of the promoted product.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Previous research depicts influencers as people who are very popular on social media (Delbaere et al, 2021; Ki & Kim, 2019). Popularity cues can be defined as any information about the number of followers of a social media influencer or number of likes that his or her post generates (Filieri et al, 2021). Based on the number of followers, scholars and marketers distinguish between micro‐, meso‐, and macro‐influencers (Boerman, 2020).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

See 2 more Smart Citations

A picture says more than a thousand words: Using consumer neuroscience to study instagram users' responses to influencer advertising

Pozharliev

Rossi

Angelis

2022

Psychology and Marketing

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Companies are increasingly relying on influencer marketing as a relevant pillar of their marketing communication strategy. It is therefore of vital importance to practitioners to understand better under what conditions a larger number of followers can trigger more positive responses in consumers than a smaller number and vice versa. Through a laboratory study, the authors recorded simultaneously eye‐tracking and electroencephalogram data from 109 participants to test the research question with a 2 (type of influencer: micro vs. meso) × 2 (argument quality: weak vs. strong) between‐subject design using mediated moderated linear regression analysis. The results highlight that the photo of the influencer using the product attracts more attention (i.e., fixation percentage) in the weak (vs. strong) argument quality only for micro‐ and not for meso‐influencers. Moreover, we found a statistically significant index of moderated mediation through the level of attention, which suggests that the percentage of fixations on the photo mediates the joint effect of influencer type and argument quality on behavioral activation system (BAS). Specifically, we found that when the advertising post presents weak argument quality the enhanced attention to the photo of the micro‐influencer leads to an increase in the BAS, with possible implications on advertising effectiveness and online message design. Our findings offer important theoretical and practical contributions to the influencer marketing domain by showing how the different verbal and visual elements of influencer posts affect Instagram users' responses to such posts.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Theoretical Frameworkmentioning

confidence: 99%

See 1 more Smart Citation

A picture says more than a thousand words: Using consumer neuroscience to study instagram users' responses to influencer advertising

Pozharliev

Rossi

Angelis

2022

Psychology and Marketing

View full text Add to dashboard Cite

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“…On the Internet, consumers enthusiastically share their opinions and reviews via news, blogs, and social media, also known as electronic word of mouth (eWOM), and increasing numbers of potential buyers habitually consult eWOM before making their purchasing decisions [9][10][11][12][13][14]. Since eWOM can be positive or negative statements about a product or company [15][16][17], researchers have proposed sentiment analysis methods for automatically distinguishing three types of eWOM: positive, negative, and neutral [18].…”

Section: Introductionmentioning

confidence: 99%

Improving the Forecasting Performance of Taiwan Car Sales Movement Direction Using Online Sentiment Data and CNN-LSTM Model

2022

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The automotive industry is the leading producer of machines in Taiwan and worldwide. Developing effective methods for forecasting car sales can allow car companies to arrange their production and sales plans. Capitalizing on the growth of social media and deep learning algorithms, this research aimed to improve the overall performance of the forecasting of Taiwan car sales movement direction forecasting by using online sentiment data and CNN-LSTM method. First, the historical sales volumes and multi-channel online sentiment data for six car brands in Taiwan were collected and preprocessed for labeling of car sales movement direction. Then, three models, namely, the classical, sentimental, and CNN-LSTM models, were constructed and trained/fitted for forecasting car sales movement directions in Taiwan. Finally, the performance of the three prediction models were compared to verify the effects of online sentiment data and the CNN-LSTM model on forecasting performance. The results showed that four forecasting performance indices, i.e., accuracy, precision, recall and F1-score, improved by 27.78% (from 41.67% to 69.45%), 0.39 (from 0.38 to 0.77), 0.27 (from 0.42 to 0.69) and 0.33 (from 0.35 to 0.68), respectively. Therefore, the online sentiment data and CNN-LSTM method can indeed improve the overall performance of car sales movement direction in Taiwan.

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“…e-WOM is a positive or negative statement made by a potential consumer, real consumer, or former consumer about a product or company that can be accessed by many people or institutions over the internet (Aynie et al, 2021;Filieri et al, 2021;H. Liu et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Ecommerce Strategy Towards Shopee Consumer Behaviour In Online Shopping Through Electronic Word Of Mouth (EWOM) Variables

Astana

2021

IJSSB

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The growing use of internet-based technologies provides enterprise E-commerce with transformative benefits. The success of E-commerce is determined by the behavior of sellers and their decisions about which platform to use between application-based E-commerce or social media. Online shopping through the internet supports consumers to find information about a product or service and make purchases through direct interaction with online retailers. Word of mouth plays an essential role in consumer behavior, especially in online marketing, which supports consumers seeking more references. This study aims to analyze the effect of E-commerce and electronic word of mouth (EWOM) on consumer behavior in online shopping. The study was conducted on 75 respondents, and researchers used SmartPLS 3.0 to examine the relationship between variables in the model through SEM. From the research results obtained, internet marketing strategies directly affect EWOM and consumer behavior, while EWOM also directly affects consumer behavior. E-commerce startups have the most significant direct positive influence on online shopping consumer behavior across all channels. This result means that Shopee should give prime attention to its E-commerce strategy to increase its consumers.

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The role of visual cues in eWOM on consumers’ behavioral intention and decisions

Cited by 112 publications

References 99 publications

A picture says more than a thousand words: Using consumer neuroscience to study instagram users' responses to influencer advertising

A picture says more than a thousand words: Using consumer neuroscience to study instagram users' responses to influencer advertising

Improving the Forecasting Performance of Taiwan Car Sales Movement Direction Using Online Sentiment Data and CNN-LSTM Model

Ecommerce Strategy Towards Shopee Consumer Behaviour In Online Shopping Through Electronic Word Of Mouth (EWOM) Variables

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