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نتیجه جستجو - Word of mouth

تعداد مقالات یافته شده: 28
ردیف عنوان نوع
1 Guest satisfaction & dissatisfaction in luxury hotels: An application of big data
رضایت و نارضایتی مهمان در هتل های لوکس: استفاده از داده های بزرگ-2020
In order to understand the pivotal attributes of luxury hotel service in Malaysia, this study analyses big data in the form of online reviews, as available in TripAdvisor. The content analysis, which was performed using the word frequency analysis has revealed that the main themes of luxury hotel service quality include hotel-related attributes, room-related attributes, staff-related attributes, travel-related attributes, and possible outcomes. The critical incident technique has also been performed to examine the antecedents and outcomes of hotel guests’ satisfaction and dissatisfaction. In this study, quality of rooms and interaction with employees have been determined as major drivers of customers’ word of mouth and revisit intentions. This study contributes with an empirical analysis of particular features of textual context and discussion of the concept of luxury service in the developing countries has been largely neglected so far.
Keywords: Luxury hotel service | Online review | Service quality | Satisfaction | Dissatisfaction | Post-purchase behavior
مقاله انگلیسی
2 When technology shapes community in the Cultural and Craft Industries: Understanding virtual entrepreneurship in online ecosystems
وقتی فناوری جامعه را در صنایع فرهنگی و صنایع دستی شکل می دهد: درک کارآفرینی مجازی در اکوسیستم های آنلاین-2020
With the aim of providing greater insight into the nature and dynamics of the online entrepreneurial ecosystem in the Cultural and Craft Industries (CCIs), this study investigated the novel interactions taking place among virtual entrepreneurial firms operating in a relatively new technological context i.e. cybermediary platforms. It is argued that the technologically enabled connectivity offered by these platforms helps foster a distinctive sense of virtual community. Connectivity with users and peer-firms allows a greater sense of identity, shared values, and membership that may not exist routinely. This sense of virtual community may give rise to mutually beneficial firm behaviors whereby support of other businesses becomes the norm. The literatures on sense of virtual community, e-word of mouth, online social capital and e-community are integrated to examine the en- trepreneurial dynamics in a context epitomizing collaboration, cooperation and creativity. Results from 732 virtual entrepreneurial firms support the hypotheses that (i) a sense of virtual community is positively related tosupporting and promoting peers in the CCIs; (ii) promoting other entrepreneurial ventures increases online social capital and (iii) this in turn creates beneficial outcomes for virtual entrepreneurial firms in the CCIs. Future research may delve even deeper into how technologies may influence the community, collaborative or com- petitive nature of firm behavior.
مقاله انگلیسی
3 The trustworthiness of travel and tourism information sources of social media: perspectives of international tourists visiting Ethiopia
قابل اعتماد بودن منابع اطلاعات سفر و گردشگری رسانه های اجتماعی: چشم انداز گردشگران بین المللی از اتیوپی-2020
Credibility of social media travel information sources is one of the most debatable topics among scholars. This research is designed to address the trustworthiness of travel and tourism information sources of social media platforms. Cross-sectional research design and convenience sampling was applied. Statistical Package for Social Science version 23 was employed to compute mean, one sample T-test, independent sample T-test and one-way Analysis of variance. Eta squared was calculated to measure the effect size or magnitude of mean difference. The effective sample size is 310 visitors. The findings revealed that visitors had a positive perception towards the trustworthiness of social media travel information sources. Visitors with the age of 18–35 years have a higher level of agreement towards the trustworthiness of social media travel information sources. As the age of visitors increases, the mean scores marginally decreases where the lowest mean scores lay on visitors who are above 46 years. Limitations and managerial/industrial implications are detailed.
Keywords: Digital ecosystem | e-word of mouth | International visitors | Traditional media | Trustworthiness | Tourist destination | Ethiopia | Tourism | Information science | Business | Technology management | Management | Marketing
مقاله انگلیسی
4 Corporate crisis management on social media: A morality violations perspective
مدیریت بحران شرکت ها در شبکه های اجتماعی: دیدگاه نقض اخلاق-2020
Communication via a social network function enabled by social media has greatly empowered consumers secondary crisis communication, as compared to a firms crisis communication, and has thus changed corporate crisis management. This study aims to uncover consumers decision process of engaging in secondary crisis communication in a social media context. Drawing on the social control perspective and impression management theory, this study examines the role of perceived morality violations and consumers susceptibility to social influence in shaping consumers secondary crisis communication in corporate crises. Moreover, leveraging cognitive dissonance theory, this study further examines the effects of corporate responses on the process of consumers secondary crisis communication. A survey design with four scenarios was conducted to test a series of hypotheses relating to the decision process of secondary crisis communication. Our empirical results demonstrate that consumers approach to secondary crisis communication on social media depends largely to the degree to which they perceive moral violations in the firms crisis response. The findings also show that consumers tend to want to believe they are doing the “right thing” when considering secondary crisis communication and thus are afraid of being disliked by others for their purchasing decisions related to a firm in crisis. Such social conformance can result in a snowballing of negative word of mouth in product-harm crises cases. Findings contribute to the literature on social media crisis management and consumers communication behavior on social media during product-harm crises.
Keywords: Susceptibility to social influence | Secondary crisis communication | Social media | Morality violations | Technology adoption | Organizational theory | Business management | Strategic management | Consumer attitude | Business
مقاله انگلیسی
5 Innovative green product diffusion through word of mouth
انتشار محصول نوآورانه سبز از طریق کلمه به دهان-2020
Green products are gaining popularity because of their environmental friendliness compared with conventional products. This study examines a word-of-mouth (WOM) diffusion problem of a newly launched green product and investigates the effects of consumers’ environmental awareness (CEA). Analytical results show that CEA significantly affects green product diffusion in terms of firms’ pricing strategies and market shares. The market structure also has effects on diffusing a green product: the pricing strategies and environmental performance of diffusing a green product in a Bertrand competition market are different from those in a Stackelberg game market. When considering green-design decision, it is interesting to show that the green product’s price decreases with the increase of CEA, which is contrary to the pricing strategy without green design. From the numerical study of the CEA-featured WOM diffusion case, we find that CEA-featured WOM does not affect the pricing strategies of the green and conventional products, but does have a significant impact on the market shares of both products.
Keywords: Green marketing | WOM diffusion | Environmentally conscious consumption | Sustainable operations management | Green supply chain management
مقاله انگلیسی
6 Does hosting on Airbnb offer hosts vacation-like benefits? Proposing a reconceptualization of peer-to-peer accommodation
آیا پیشنهاد میزبانی وب بر روی میزبان Airbnb منافعی دارد؟ پیشنهاد بازآفرینی اسکان نظیر به نظیر-2020
Peer-to-peer accommodation is firmly positioned as a supply-side phenomenon. Hosts are seen as providers of services; they cater to the needs of guests. In contrast to this current understanding, we propose that hosting offers tourism-like benefits, suggesting – for the first time – that suppliers of tourism services may enjoy the benefits typically reserved for consumers of tourism services. As an initial empirical proof of principle of our proposition, we compare benefit patterns of real tourism with those of hosting and other potential travel alternatives. Hosting emerges as enabling residents to harvest some of the benefits of real tourism (which is particularly attractive to residents with limited ability to travel), and offering untapped opportunities for tourism management (accommodation capacity provision) and tourism marketing (word of mouth advertising). These results suggest that considering a reconceptualization of peer-to-peer accommodation as being both a supplyand demand-side phenomenon is warranted. Findings from this study can also help destinations to recruit new hosts, and highlight hosting as a travel alternative for people who are unable to engage in real travel.
Keywords: Airbnb | Peer-to-peer accommodation | Travel benefits | Travel constraints | Sharing economy
مقاله انگلیسی
7 The trustworthiness of travel and tourism information sources of social media: perspectives of international tourists visiting Ethiopia
قابلیت اطمینان سفر و منابع اطلاعات گردشگری رسانه های اجتماعی: چشم اندازهای گردشگران بین المللی که از اتیوپی بازدید می کنند-2020
Credibility of social media travel information sources is one of the most debatable topics among scholars. This research is designed to address the trustworthiness of travel and tourism information sources of social media platforms. Cross-sectional research design and convenience sampling was applied. Statistical Package for Social Science version 23 was employed to compute mean, one sample T-test, independent sample T-test and one-way Analysis of variance. Eta squared was calculated to measure the effect size or magnitude of mean difference. The effective sample size is 310 visitors. The findings revealed that visitors had a positive perception towards the trustworthiness of social media travel information sources. Visitors with the age of 18–35 years have a higher level of agreement towards the trustworthiness of social media travel information sources. As the age of visitors increases, the mean scores marginally decreases where the lowest mean scores lay on visitors who are above 46 years. Limitations and managerial/industrial implications are detailed.
Keywords: Digital ecosystem | e-word of mouth | International visitors | Traditional media | Trustworthiness | Tourist destination | Ethiopia | Tourism | Information science | Business | Technology management | Management | Marketing
مقاله انگلیسی
8 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
9 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
مقاله انگلیسی
10 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)
مقاله انگلیسی
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