Understanding why consumers engage in electronic word-of-mouth communication: Perspectives from theory of planned behavior and justice theory

Developing effective social media messages: Insights from an exploratory study of industry experts

“…Interactivity enables users to cocreate, consume, and spread information with anyone without location and time boundaries (Kumar et al, ). Online brand communities on SM platforms link users with shared interests and values (Fu, Ju, & Hsu, ) to share knowledge and information (Wang, Yu, & Fesenmaier, ; Wu, Chen, & Chung, ), thus, increasing their interactivity. Furthermore, online communities are used by brands to collect relevant insights and knowledge relating to their business activities (Adjei, Noble, & Noble, ).…”

“…Finally, focusing on the infotainment‐related factors, findings reveal that if the message promotion is informative and entertaining, it is more likely to influence online users’ attitudes towards the brands as they attract and keep the users’ interest and attention. Existing literature shows that SM users are more likely to read message promotions when they are informative and entertaining (Fu et al, ), which in turn makes the messages more likely to influence online users. Informativeness refers to the capability of the message promotion to offer relevant and useful information with the aim to persuade consumers to accept message promotion (Rotzoll, Haefner, & Sandage, ).…”

“…As a consequence, when users observe the informative value of an SM message, it suggests that they are going through the cognitive phase of processing the message content (Zhang & Mao, ). With regard to entertainment, research recognizes that entertainment value influences consumer attitude towards advertisement (Jung, Min, & Kellaris, ) and SM messages (Fu et al, ). For instance, academics frequently claim that products need to be entertaining to be communicated about (Hughes, ), as nobody talks about irksome products, irksome organizations or irksome messages (Sernovitz, ).…”

Research on Influence Factors of Quantitative Perception of Internet Word of Mouth Based on Online Reviews

“…Where the definitions of variables (rank, competitor, reduction, date, number, rate, negp, price, feature and emotion) are as same as the formula (1) and (2). T is a dummy variable when t=1, T=0, when t=2, T=1, it uses to control the effects by time change.…”

“…It will affect their purchase decisions, thus influence the sales of the products. Many studies have shown that the influence of negative iwom is more prominent than the influence of positive iwom [2]. Therefore, always understand the change of iwom is not only the compulsory course before consumers to buy the product, but also the important reference for enterprises to improve product and service.…”