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Author: MD Soud Al Fahad
Publisher:
ISBN: 9781636481593
Category :
Languages : en
Pages : 100
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Book Description
High-low product involvement and high-low consumer expertise has impact on factor of online review (quality, quantity, and credibility) significantly and it has the effect on purchase intention of the consumer. The study created conceptual Model, which is adopted from the ELM model that considers expertise, involvement, perceived quality, quantity credibility of online consumer review and intent to purchase. This study found that the effect of review type (quality) on the intention of purchase was stronger for both experts and novice and both high-low involvement products. Depending on the level of involvement, the quantity of review on purchase intention increases but quantity of review on intention to purchase didn't differ under both low involvement & high expertise. Again, individuals rely on source credibility when product involvement is low. But the credibility of review didn't differ on the purchase of intention under low involvement and low expertise situation.
Author: MD Soud Al Fahad
Publisher:
ISBN: 9781636481593
Category :
Languages : en
Pages : 100
Get Book Here
Book Description
High-low product involvement and high-low consumer expertise has impact on factor of online review (quality, quantity, and credibility) significantly and it has the effect on purchase intention of the consumer. The study created conceptual Model, which is adopted from the ELM model that considers expertise, involvement, perceived quality, quantity credibility of online consumer review and intent to purchase. This study found that the effect of review type (quality) on the intention of purchase was stronger for both experts and novice and both high-low involvement products. Depending on the level of involvement, the quantity of review on purchase intention increases but quantity of review on intention to purchase didn't differ under both low involvement & high expertise. Again, individuals rely on source credibility when product involvement is low. But the credibility of review didn't differ on the purchase of intention under low involvement and low expertise situation.
Author: George Christodoulides
Publisher: Springer
ISBN: 3658152206
Category : Business & Economics
Languages : en
Pages : 315
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Book Description
Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.
Author: Yushi Jiang
Publisher: Springer Nature
ISBN: 9464630361
Category : Business & Economics
Languages : en
Pages : 1906
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Book Description
This is an open access book. With the support of universities and the research of AEIC Academic Exchange Center, The 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022) will be held in Dali from June 24th to 26th. Compared with previous conferences, it will discuss more in-depth economic independent innovation, open cooperation and innovative business culture under the background of the new development stage, new situation and new journey era. There will be a broad exchange environment. Well-known experts, scholars or entrepreneurs in the field will be invited to make keynote reports. Contributing authors are also very welcome to actively participate in the conference and build an academic exchange ceremony.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Daria Plotkina
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
With the growing importance of the Internet and its increasing impact on everyday behaviour and consumption practices, accessible online information on companies and their products is of great consideration. As a major source of web-accessible information, prior research provides support for the role online reviews play in consumers' decision-making processes. We conduct a multi-categorical study integrating the, thus far, understudied effect of novelty on the effectiveness of recommendations via online reviews. We also include the moderating effects of product type, review type, and consumer characteristics on the recommendation receiver's purchase intention after exposure to a positive or negative online review. We were able to obtain interesting insights into product novelty and the impact of online reviews according to the type of review, on the purchase intention and point out managerial applications of the findings as well as perspective paths for future research. Our results show that product novelty is a subjective characteristic identified only for products that are purchased on a regular basis. In this case, new products are initially viewed as less appealing and are therefore more impacted by negative reviews and less impacted by positive ones. Additionally, we found that the valence of the review has a significantly differentiating impact on the direction of the reaction and the implied factors. Reviews generated by the consumers are less efficient than experts' positive opinions, but more convincing when negative. Product type difference is especially bold and highlights the importance of a narrowly specialized or, on the contrary, a multi-categorical study for conclusions that merit generalization. Additionally, we conclude that, as consumer intrinsic and extrinsic characteristics are the main determinants in his/her reaction to the online review, it is important to have a good knowledge of the customer. We show that even the basic characteristics of the customers can provide a deep insight on their profile to predict the most probable reaction to the online reviews.
Author: Alexandra Smith
Publisher:
ISBN:
Category : Electronic Dissertations
Languages : en
Pages : 103
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Book Description
Product reviews are an integral component to a business,' be it small or large, reputation. The increasing rise of the Internet has only recently increased the power of the everyday consumer exponentially. Consumers are no longer at the mercy of advertisers and can now actively participate in and foster an open dialog about their personal experiences with a particular brand or product. Furthermore, the Internet has decreased geographical boundaries by increasing the reach of consumers' opinions beyond the traditional word-of-mouth reach of friends and neighbors. This study examines how the website in which the review is posted affects how the review is perceived by the reader. Specifically, this study examines if purchase intent or perceived credibility of a review is changed based on the online platform it is posted to. Using experimental design, this study analyzed reader perceptions of reviews placed on a social media website, a third-party marketplace website or a brand's e-commerce website. The study also analyzed the effect of product involvement on perceived credibility as well as intent to purchase the reviewed product. The results of the experiment found that platform type influences both purchase intention and reported credibility. The study also found that there is a significant interaction between platform type, product type and involvement on purchase intention, yet not on credibility. Although more research is needed, this study gives insights on how online reviews influence potential consumers.
Author:
Publisher:
ISBN:
Category : Forests and forestry
Languages : en
Pages : 4
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Book Description
Author: Richard E Petty
Publisher: Routledge
ISBN: 0429970706
Category : Social Science
Languages : en
Pages : 336
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Book Description
This book provides a needed survey of a truly remarkable number of different theoretical approaches to the related phenomena of attitude and belief change. It focuses on variable perspective theory which is far more deserving of attention than the present level of research activity.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 688
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Book Description
Author: ZHANG Haibin
Publisher: Scientific Research Publishing, Inc. USA
ISBN: 1618965727
Category : Business & Economics
Languages : en
Pages : 156
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Book Description
This book will address the gaps of current studies: (1) Existing study conclusions around eWOM and consumer behaviors are not perfect. At present, many studies emphasize the positive effect of eWOM on consumer behaviors, but there are still many different views around the influencing mechanism; there is, in particular, a lack of study on the influencing mechanisms in different cultures; partly the result of different product types and customer groups. This study uses personal consumer electronics as its subject: specifically, the tablet computer. In this way, the study will enable comparability in the assessment of eWOM in different countries and the potential differences in the customers in the two countries. In addition, this study also discusses the overall trend of WOM communication among customers and compares its impact on both countries. (2) Insufficient research on the impact of Internet multi-media WOM marketing. This study believes that the content of online reviews is not the only standard that influences customers' choices. The manner and methods of information delivery and presentation also shape customers’ opinions. This study explores the means of giving an opinion about a personal electronic product and their diversity and influence on different customers in a diversified information context. (3) Insufficient research on consumer trust. Albeit key to successful marketing, consumer trust has not been sufficiently studied for its role in online marketing. Consumer trust consists of different dimensions. Some recognition at various sub-levels of a product helps establish a consumer’s trust in the product’s online reputation. This study analyzes the relationship between eWOM marketing and consumer trust at each sub-level. It further explores the two dimensions of trust, namely, competence-based trust and integrity-based trust, and their effects on purchase intention and WOM communication.
