Word of mouth communication: A mediator of relationship marketing and customer loyalty

Ngoma, Muhammed; Ntale, Peter Dithan

doi:10.1080/23311975.2019.1580123

Cited by 77 publications

(61 citation statements)

References 48 publications

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“…WOM is regarded as an important element in the field of business, in which WOM customers recommend or do not recommend a brand to others [ 53 ]. Research has long established that WOM is a strategic enabler to influence customer loyalty [ 54 , 55 , 56 ]. E-WOM is the process in which the customers exchange information with each other online about a brand [ 57 ].…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis

Zhang

Mahmood

Ariza-Montes

et al. 2021

IJERPH

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Previous studies have largely explored corporate social responsibility (CSR) for organization-centric outcomes to achieve organizational performance, organizational commitment, or organizational citizenship behavior. However, the importance of CSR to achieve customer-centric outcomes is underexplored to date. Contemporary researchers have recently turned their attention toward CSR from the viewpoint of customer-centric outcomes. Therefore, the present study attempts to test the influence of CSR communication on social media and customer loyalty in the banking sector of a developing economy in times of crisis. This study also investigates the mediating effect of electronic word of mouth (E-WOM) with this relationship. The data of the present study were collected from different banking customers using a self-administered questionnaire. The empirical findings of this study validated that the CSR communication of a bank on social media increases customer loyalty, and E-WOM partially mediates this relationship. This study will be helpful for the banking sector to understand the importance of CSR communication to increase customer loyalty, which is very important for every bank in times of crisis.

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Section: Theory and Hypothesesmentioning

confidence: 99%

Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis

Zhang

Mahmood

Ariza-Montes

et al. 2021

IJERPH

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show abstract

“…A study by Ngoma and Ntale (2019) showed that WOM was a binding of relationship marketing and customer loyalty. In addition, Septiari (2018) showed that EWOM mediated the relationship between Website Quality and Trust.…”

Section: E-word Of Mouth As Mediationmentioning

confidence: 99%

The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention

Al-Gasawneh¹,

Al-Adamat²

2020

10.5267/j.msl

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The current paper was a quantitative study examining the mediating role of E-WOM when it comes to content marketing and its connection with green purchasing intentions in Jordan. The underpinning theory in this study was the social communication (SC) theory. A survey questionnaire was used to collect relevant data, after being distributed to the general managers. Overall, 202 questionnaires were used in this paper's data analysis, and the outcomes were investigated through partial least squares structural equation modeling. The results of the analysis denoted that the E-WOM controlled the relationship of content marketing with green purchasing intentions. As a result, this paper offers practical findings that companies in Jordan could boost customer intention to purchase green products, by achieving word of mouth and presenting suitable marketing content.

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“…(30) There is evidence that even the highly educated increasingly face unemployment compared to previous generations, (31) and that social capital plays an important mediating role in accessing employment. (32) Also, despite diets relatively low in diversity and dominant in maize and other staples, (33) Uganda is already experiencing an NCD burden. (34) Similar to Hovorka's description of Botswana, Ugandan society tends to privilege men and marginalize women: "men are constructed as independent, urban, productive leaders, commercial producers, and cattleowners; women are constructed as dependent, rural, reproductive caretakers, subsistence producers, and non-cattle owners".…”

Section: Context and Rationalementioning

confidence: 99%

Food sources and access strategies in Ugandan secondary cities: an intersectional analysis

Mackay¹

2019

Environment and Urbanization

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This article arises from an interest in African urbanization and in the food, farming and nutritional transitions that some scholars present as integral to urban life. The paper investigates personal urban food environments, food sources and access strategies in two secondary Ugandan cities, Mbale and Mbarara, drawing on in-depth interviews and applying an intersectional lens. Food sources were similar across dimensions of difference but food access strategies varied. My findings indicate that socioeconomic circumstance (class) was the most salient influence shaping differences in daily food access strategies. Socioeconomic status, in turn, interacted with other identity aspects, an individual’s asset base and broader structural inequalities in influencing urban food environments. Rural land and rural connections, or multispatiality, were also important for food-secure urban lives. The work illuminates geometries of advantage and disadvantage within secondary cities, and highlights similarities and differences between food environments in these cities and Uganda’s capital, Kampala.

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Word of mouth communication: A mediator of relationship marketing and customer loyalty

Cited by 77 publications

References 48 publications

Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis

Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis

The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention

Food sources and access strategies in Ugandan secondary cities: an intersectional analysis

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