Manuela López

eWOM as Source of Influence: The Impact of Participation in eWOM and Perceived Source Trustworthiness on Decision Making

Word of mouth (WOM) is an important information source for consumers. Previous researchers have shown it is more credible and persuasive than commercial information. The development of new electronic media has increased the importance of this interpersonal influence (referred to as eWOM). The degree of participation in eWOM varies among individuals. Participation in eWOM is composed of two behaviors: opinion-seeking behavior and opinion-giving behavior. Several antecedents of participation in eWOM have been previously studied, but the consequences of participating are mostly unknown. This article proposes and tests a theoretical model that analyzes the extent to which participation in eWOM can be considered a determinant of eWOM influence on decision making at an individual level, and it includes perceived source trustworthiness as a mediator. Both opinion-seeking and opinion-giving behaviors seem to predict eWOM influence on decision making. Results also indicate that perceived source trustworthiness partially mediates the relationship between opinion-seeking behavior and eWOM influence on decision making. In contrast, perceived source trustworthiness totally mediates the relationship between opinion-giving behavior and eWOM influence on decision making. Therefore, perceived source trustworthiness arises as a key factor of eWOM influence on decision making for those who usually give opinions.

Creating identification with brand communities on Twitter: The balance between need for affiliation and need for uniqueness

Purpose Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also analysed which type of brand community is able to achieve the balance between both needs, enhancing identification with the brand community. Design/methodology/approach A total of 318 valid responses were collected from three camera brand communities on Twitter. Messages (“tweets”) which included a link to an online questionnaire were sent to community members via Twitter. The authors examine the proposed model using structural equation modelling. Findings The authors demonstrate that consumers can satisfy their need for affiliation in brand communities created in Twitter. However, consumers can only reach a balance between the need for affiliation and the need for distinctiveness in brand communities built around niche brands. In contrast, the two needs work in opposition to shape identification in brand communities of big brands. Originality/value Optimal distinctiveness theory is used as a theoretical background for proposing how the antecedents of identification with the brand community enhance brand loyalty, with reference to the conflict between the individual’s needs for both distinctiveness and affiliation. Consumers’ identification with the brand community is proposed as a mediator to achieve brand loyalty in brand communities. Consumers reach this balance in brand communities built around a niche brand, where individuals with high NFU feel a high identification with the brand community. For big brands, as consumers’ NFU increases, their identification with the brand community and brand loyalty decreases.

The influence of “Facebook friends” on the intention to join brand pages

Purpose – This paper aims to examine the role of Facebook friends on the intention to join brand pages in this social network site (SNS). SNSs have grown in both popularity and use. They allow individuals to articulate their social networks by developing a list of other members on the site with whom they share a connection. These platforms also allow companies to create profiles to promote their brands. However, many firms have jumped into SNSs by creating a “brand page” without fully understanding how to spread it successfully. Design/methodology/approach – Two experiments were developed. In the first one, the authors manipulated how the individual comes to know about brand pages. Participants discovered a brand page through a friend with whom they have either a strong tie or a weak tie. In the second experiment (2 × 2), the authors manipulated tie strength (strong vs weak) and the type of recommendation (active vs passive). Findings – Results of the first study show that as the individual has more exper...

BOCA A BOCA TRADICIONAL vs. ELECTRÓNICO. LA PARTICIPACIÓN COMO FACTOR EXPLICATIVO DE LA INFLUENCIA DEL BOCA A BOCA ELECTRÓNICO

RESUMEN El boca a boca constituye una importante fuente de informacion para los consumidores. Estudios previos han demostrado que es mas creible e influyente que la informacion comercial que genera la empresa. El desarrollo de las nuevas tecnologias ha provocado cambios importantes en este proceso de influencia interpersonal. Sin embargo, los estudios que analizan el funcionamiento del boca a boca en el contexto electronico son aun escasos y poco concluyentes. En este articulo se han desarrollado dos estudios en los que se compara la credibilidad e influencia del boca a boca electronico y tradicional en la toma de decision. Asimismo, se examina el rol que tiene el grado de participacion activa y pasiva del individuo en este proceso de comunicacion. Los resultados muestran la gran importancia que esta adquiriendo el boca a boca electronico, llegando incluso a tener una influencia y credibilidad mayor que el boca a boca tradicional. El estudio tambien constata que la participacion activa y pasiva del individuo en el boca a boca electronico determinan su credibilidad e influencia.

The Impact of e-WOM: Determinants of Influence

Marketing literature have shown personal influences have a great importance on consumer behavior. Opinions by other consumers have been found to exert a significant impact on consumers’ buying decisions (Arndt, 1967; Chatterjee, 2001; Katz and Lazarfeld, 1955), as well as on post-purchase product perceptions (Bone, 1995). This communication process is called word of mouth (WOM) and it is considered more effective than traditional marketing tools such as personal selling and advertising (Engel et al., 1969; Goldsmith and Horowitz, 2006; Katz and Lazarfeld, 1955).

WOM Marketing in Social Media

Originality/value This is one of the first attempts to review the literature and organize knowledge on WOMM. Concepts that have been treated as synonymous by many researchers such as opinion leaders, market mavens, innovative consumers, and hubs are clarified and distinguished one from the other which may help in improving previous knowledge on this field.

Using an agent-based model to measure the message repetition effect on Twitter

Twitter facilitates the diffusion of information by which consumers can help companies to share their messages. However, the strategies that companies should use to reach high information diffusion are not so clear yet. Previous studies on information diffusion have focused on two issues: the type of message that companies should post for it to have more probabilities to be shared, and the type of consumers who have to engage to reach higher information diffusion. A message repetition is a novel strategy, which we assess using an agent-based simulation model for information diffusion. The model considers that consumers can reach what we term their wear-out point (i.e., where an additional message exposure leads to negative effects) when they read a tweet several times. The results of the model show the number of times a company should send the same tweet before this action has negative effects on consumers.

What drives crowdfunding participation? The influence of personal and social traits: ¿Qué determina la participación en proyectos de crowdfunding? La influencia de las características sociales y personales

Purpose Crowdfunding has become a popular and achievable means of funding projects worldwide. The purpose of this study is to determine which personal and social traits can increase individuals’ intention to participate in crowdfunding. Design/methodology/approach This study examines innovativeness, attitudes toward helping others and interpersonal connectivity as determinants of consumers’ intention to participate in crowdfunding. Social identification with the crowdfunding community is proposed as a mediator in the model. Findings The results show that both social identification with the crowdfunding community and innovativeness have a positive effect on intention to participate. In addition, attitudes toward helping others and interpersonal connectivity indirectly affect intention to participate in crowdfunding through social identification with the crowdfunding community. Research limitations/implications This study analyzes a general audience of potential crowdfunders; therefore, the results identify just the indications for potential intentions to participate in crowdfunding activities. Practical implications Companies or fund-seekers currently using or expecting to use crowdfunding have to develop strategies focused on promoting social identification with the crowdfunding community. More effort should be devoted for developing consumers’ social relationships and ties within the crowdfunding community. Originality/value This study contributes to the literature by clarifying the characteristics that potential crowdfunders should have to be more prone to participate in these types of projects.

click like if you like it: The effect of directional posts on social network sites

Purpose Social network sites (SNSs) are an important part of consumers’ everyday lives, and have been recognized as a useful marketing channel. However, little is known about how brands should communicate in order to be more effective and maximize the diffusion of electronic word of mouth (eWOM) in these platforms. The purpose of this paper is to explore the effect of directional posts on consumers depending on previous diffusion of the post and consumers’ connectivity. Design/methodology/approach A between-subjects experimental design was used. The sample consisted of 369 individuals. Findings The results show that directional posts only enhance the intention to spread eWOM and the attitude toward the product when the brand post was highly diffused. This effect is stronger among highly connected consumers (hubs) than among less well-connected individuals. Originality/value To the best of the authors knowledge, this is one of the first studies to analyze the persuasiveness of marketers’ explicit encouragements to “like” brand posts, a tactic known as directional posts. The study investigates whether and how consumer responses to directional posts are influenced by responses from others and by the number of connections that consumers have within the SNSs.

Brand Pages as a Communication Tool: A State of the Art and a Research Agenda

Abstract Purpose Brand pages are a very popular tool for companies to communicate with consumers in SNSs. Although brand pages could be considered virtual brand communities, they differ in several aspects. Thus, this chapter reviews the literature on brand pages attending to the main differences with other virtual communities, the motivations to join brand pages and its consequences for consumers and brands. Methodology/approach The studies reviewed have allowed us to identify the main characteristics of brand pages as a communication tool, as well as the definition of an important research agenda for this topic. Findings We have identified the main unique aspects that characterize brand pages as a virtual brand community. The motivations to become members of brand pages are analyzed as well as the positive consequences of these pages on the marketing variables. We also identified the research needs on brand pages. Social implications This chapter can be useful to both, marketers, by showing them how brand pages work and what motivate consumers to join it; and researchers, by showing them the main gaps on brand pages that should be addressed in future studies. Originality/value This chapter highlights the role of brand pages as a communication tool. It constitutes an attempt to review the literature and organize knowledge on brand pages. The characteristics of brand pages and virtual brand communities, the motivations to participate, the consequences for the brand and an important research agenda are developed.