تاثیر قیمت روی تبلیغ شفاهی: بازدید کننده های دفعه اولی دربرابر بازدید کننده های خیلی تکراری
سال انتشار: 2019 - تعداد صفحات فایل pdf انگلیسی: 7 - تعداد صفحات فایل doc فارسی: 27
بسیاری از مقصدهای گردشگری شدیدا" روی بازدید کننده های تکراری تمرکز کرده و به آنها وابسته هستند. بنابراین یک فرض اساسی این است که بازدید کننده های تکراری سودآورتر هستند (مثلا" ازطریق هزینه های بازاریابی پایین تر) و تبلیغ شفاهی مثبت آنها برای جذب مهمانان جدید ضروری می باشد. در این مقاله ما یک مطالعه تجربی مقیاس – بزرگ را برای بررسی تاثیر قیمت برای بازدید کننده های دفعه اولی و تکراری اقامتگاههای اسکی ارائه می دهیم. ما با به کارگیری یک دیدگاه مدلسازی سلسله مراتبی خطی نشان می دهیم که قیمت رابطه ای منفی با تبلیغ شفاهی برای بازدید کننده های دفعه اولی دارد و قیمت هیچ تاثیری روی تبلیغ شفاهی برای بازدید کننده های تکراری ندارد. بنابراین ما نشان می دهیم که تاثیر قیمت روی تبلیغ شفاهی برای بازدید کننده های تکراری کاهش می یابد.
|مقاله ترجمه شده|
Community engagement and online word of mouth: An empirical investigation
درگیری با اجتماع و صحبت شفاهی آنلاین: یک بررسی تجربی-2018
How customer engagement in a firm’s social media marketing platform − online brand community − might affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce transactions, and customers’ post-purchase reviews. Using a control function approach, we find that consumer engagement in a brand community not only increases the likelihood of generating post-purchase reviews but also increases the likelihood of posting positive online reviews. Furthermore, we find that customer tenure has a positive moderating effect.
keywords: Online brand community| Online product review| Community engagement| Word of mouth| Customer tenure
Electronic word of mouth and hotel performance: A meta-analysis
تبلیغ شفاهی الکترونیک و عملکرد هتل: یک تحلیل متا-2018
This study synthesizes existing empirical results about the relationship between electronic word of mouth (eWOM) and hotel performance via meta-analysis. Based on estimates from 25 articles, the average eWOM valence-based elasticity is estimated to be 0.888, whereas the average volume-based elasticity is 0.055. A hierarchical linear model is applied to uncover five aspects that explain variations in eWOM elasticities: research setting, data structure, variable measurement, model specification, and research outlet. The estimation results highlight several significant aspects affecting elasticity, such as year of study, geographic setting, panel data structure, data frequency, performance measurement, control of price variable, and function form. Finally, implications are provided for researchers and hoteliers.
keywords: Meta-analysise |WOM effect |Hotel performance |Hierarchical linear model (HLM)
The influences of tourists’ emotions on the selection of electronic word of mouth platforms
تاثیرات احساسات گردشگران روی انتخاب بسترهای تبلیغات شفاهی الکترونیک-2018
The overall purpose of this study is to explore the relationship between emotion tendency and e-WOM publishing during four phases of tourists travel experience, from the multiplatform perspective, which has not been much studied in the field of tourism management. We firstly carried out a sentiment analysis of reviews on two platforms, the results indicated that there is a ∖ distinct emotion polarity. Then we measured 260 Chinese respondents emotion tendency in four scenes using mDES and investigated their selection of different platforms to publish e-WOM. The statistical analysis and correlation analysis revealed that tourists with positive affect tend to share their experiences on social media while those with negative affect prefer integrated tourism websites. The results also revealed that the positive emotions are more frequent than negative emotions in a journey and the emotions of males and females are quite different. Finally, we give some management suggestions to different platforms.
keywords: Emotion tendencye-WOM |Social media |Integrated tourism website |Official website
The Opinion Management Framework: Identifying and addressing customer concerns extracted from online product reviews
چارچوب مدیریت نظرات: شناسایی و بررسی نگرانی های استخراج شده مشتری از بازدیدهای آنلاین از محصول-2018
Online product reviews appear in many e-commerce websites and help merchants understand any obstacles experienced by existing customers. Negative reviews can discourage potential customers, especially when such reviews appear with no response from the merchant. After the appearance of an unfavourable review, the merchant is at risk of incurring negative impact on the community of present and future customers, which can harm the business. He or she may be able to deflect this by promptly communicating any planned actions, completing them, and reporting that they are complete. The initial communication is the most urgent. When presented with a set of online reviews, a merchant’s predicament is to quickly decide what tasks need to be done, which are the most important, and when each can be completed. In this paper, we describe our Opinion Management Framework that assists a merchant to quickly identify, select, and schedule tasks that can rectify issues mentioned in online reviews. We also describe an interactive web-based prototype that helps the business owner (1) to select a set of tasks with an optimal cost/benefit tradeoff, (2) to ensure that all tasks can be completed within a specific time limit, and (3) to conservatively estimate a completion date for each issue’s resolution.
keywords: Social commerce |Topic extraction |Opinion extraction |Actionable analytics |Project management |Optimal task selection |Critical path |Electronic word of mouth
Social commerce development in emerging markets
توسعه تجارت الکترونیک در بازارهای نوظهور-2018
This study explores the development of a new form of social commerce in emerging markets from three interlocking aspects, namely, social (trust and familiarity), technical (governing form factor and technological utility), and socio-technical (perceived ease of use, perceived usefulness and word of mouth). As social commerce is proliferating and evolving across many emerging markets, we explore how these above-stated constructs manifest themselves in these markets. Our findings show the importance of governing form factors such as mobile system in the development of social commerce in emerging markets. Furthermore, familiarity and trust play a major role in mediating exchange between sellers and buyers and its positive effects in buyers’ perceived usefulness of each social commerce platform. Finally, Word of Mouth plays a vital role in building trust and helps in increasing buyer propensity and intention to search for products on these social commerce platforms.
keywords: Electronic commerce |Emerging markets |Instagram |Social commerce |Social media |Social networks
Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation
تأثیر تعامل مشتری با شبکه های اجتماعی شرکتی بر چسبندگی: اثر متقابل ایجاد ارزش مشتری-2017
Company social networks have become an important means for the socialized marketing of a company, forming a new challenge to companies on how to attract customers. Based on such theories as customer engagement,valueco-creation,andrelationshipmarketing,thispaperpresentsamodeloftheinfluenceof customer engagement on stickiness. Data collected from 260 valid questionnaires from Sina’s enterprise microblog users were analyzed by structural equation modeling. Empirical results show that customer engagement has a direct and positive influence on customer stickiness as well as an indirect influence throughcustomervaluecreation.Thisstudyenrichespreviousresearchesonexistingtheoriesofcustomer engagement, value co-creation, and stickiness, and gives practical guidance for companies to encourage customer engagement and enhance the stickiness of company social networks.
Keywords: Company social networks (CSNs) | Customer engagement | Customer value creation | Stickiness | Word of mouth (WOM)
Engaging customers through online participation in social networking sites
جذب مشتریان از طریق مشارکت آنلاین در سایت های شبکه های اجتماعی-2017
Social networking is currently the most popular online activity among consumers worldwide. Today in business context, Social media is achieving increasing importance as a channel for consumers online participation and engagement. Brands are developing its presence in social networking sites to meet engagement, brand awareness and word of mouth. In this context, the analysis of the factors that are conditioning consumer interaction with branded content becomes a matter of interest. To explore factors influencing consumers online engagement in social networking sites (SNS), this study applies use and gratification (U&G) theory to explain why people are actively involved in media usage and interact highly with the communication media i.e., SNS. This study used an online as well as offline questionnaire to conduct empirical research, and collected and analyzed data of 394 samples by structural equation modeling (SEM) approach. The findings show that the U&G theory significantly explains consumers attitude toward social networking ad (SNA). The result shows that the content characteristics of SNA i.e., vividness, interactivity, entertainment and information have direct influence on the consumers online participation and engagement behavior whereas incentive doesn’t show any impact. On the other hand, when mediated by consumers positive attitude toward SNA, vividness, interactivity, information and entertainment show partial mediation effect on the consumers online participation and engagement behavior whereas incentive show full mediation effect. In addition, this study found that the social media users who have a positive attitude toward SNA are more likely to surf the Net and feel more engaged. This study empirically contributes to the existing literature on the management of marketing strategies for consumer engagement in social networking sites.
Keywords: Social media | Social networking site (SNS) | Social Networking Ad (SNA) | Consumers online participation and | engagement behavior | Consumers positive attitude
Evaluating Facebook brand content popularity for service versus goods offerings
ارزیابی محبوبیت محتوای نام تجاری فیسبوک برای ارائه خدمات در برابر کالاها-2017
Marketers using social media are struggling with its successful implementation, specifically in engaging their audiences through creation of popular brand content. Yet, creating popular brand content can lead to positive financial and brand outcomes. This research examines Fortune 500 companies brand content strategies that contribute to Facebook content popularity metrics (i.e., number of likes and comments) for service versus goods offerings. Building on psychological motivation theory and the noted differences in culture and capabilities between goods and service firms, the article analyzes the key differences in service and goods brand content strategies in terms of branding, message appeals, and vividness. The findings from a multivariate multilevel Poisson model show that the use of corporate brand names is more popular for service messages whereas the use of product brand names, images, and videos is more popular for goods messages. Furthermore, service messages generate a higher number of comments than goods messages.
Keywords: Services marketing | Facebook | Marketing communications | Social media | Word of mouth
Taking a global view on brand post popularity: Six social media brand post practices for global markets
نگاهی جهانی به محبوبیت پست های برند: شش رسانه اجتماعی بر روی پست های تبلیغاتی برای بازارهای جهانی-2017
Brand post popularity positively relates to consumers’ purchase intentions, actual sales, and stock prices. Research suggests that social media posts should be vivid, practical, interesting, personalized, and interactive. However, crosscultural research also suggests that practices might not be equally effective across different regional markets. While vividness and practicality could be consistently important across cultures, characteristics of interest, personalization, and interactivity might need to be adapted to the cultural conditions of specific target markets. We consider how individualism/collectivism, long-term orientation, uncertainty avoidance, power distance, and high-context/low-context cultures could influence brand post effectiveness. We provide suggestions for how to manage social media brand post popularity from a cross-cultural perspective to inform both domestic and global social media marketing campaigns. Suggested practices include: (1) making brand posts engaging; (2) targeting the ‘I’ in individualistic cultures and the ‘we’ in collectivist cultures; (3) focusing on consumers’ identity in less long-term oriented cultures and on functional information in more long-term oriented cultures; (4) ensuring that posts help reduce uncertainty; (5) planning for one-way communication in higher power distance countries and two-way communication in lower power distance countries; and (6) making messages less direct in higher-context cultures and more direct in lower-context cultures
KEYWORDS : Global marketing | strategy | Social media strategy | Cross cultural | marketing | Word of mouth | Brand social media