Antecedents of Electronic Word-of-Mouth: Personal Factors vs. Product Quality

Core Concepts

Personal factors like social media usage and need to evaluate are stronger predictors of eWOM intentions than product-related factors.

Abstract

This research explores the impact of personal factors and product quality on eWOM intentions. It highlights the importance of social media usage, marketing mavenism, and need to evaluate in driving eWOM behavior. The study also reveals that brand trust is a significant factor in inhibiting negative eWOM intentions. Additionally, positive eWOM intentions positively influence repurchase intentions, while negative eWOM intentions have a negative impact.
Structure:

Introduction to Antecedents of Electronic Word-of-Mouth
Literature Review and Hypothesis Development

Perceived quality influences positive eWOM intention.
Brand trust affects negative eWOM intention.
Price perception does not impact eWOM intentions significantly.

Data Collection Methodology and Sample Demographics
Data Analysis Process: EFA, CFA, and Testing Causal Model
Discussion on Findings: Personal Traits vs. Product-Related Factors in Driving eWOM Intentions
Limitations and Suggestions for Further Research

Stats

Our findings show that personal factors – social media usage behavior, marketing mavenism, and need to evaluate – are the most important antecedents of the intention to write product reviews and comments online.
Brand trust influences the propensity to provide both positive and negative eWOM.
Social media usage is positively associated with both positive and negative eWOM intentions.
Need to evaluate is a strong predictor of both positive and negative eWOM intentions.

Quotes

"Brand trust is a fundamental pillar in the decision-making process."
"Social media users with high levels of engagement are more likely to generate word-of-mouth."
"Mavens rarely use social media platforms to rant about products."

Key Insights Distilled From

Individual and Product-Related Antecedents of Electronic Word-of-Mouth

by Bogdan Anast... at arxiv.org 03-25-2024

https://arxiv.org/pdf/2403.14717.pdf

Deeper Inquiries

How can companies leverage personal traits like social media usage for better marketing strategies?

Companies can leverage personal traits like social media usage by understanding the behavior of their target audience and tailoring their marketing strategies accordingly. Here are some ways they can do this:

Targeted Advertising: Utilize data from social media platforms to create targeted advertising campaigns that resonate with users based on their social media habits.
Influencer Partnerships: Collaborate with influencers who have a strong presence on social media to reach a wider audience and generate positive eWOM.
Engagement Strategies: Develop engaging content that encourages users to share their experiences, reviews, and recommendations on social media platforms.
Customer Feedback Analysis: Monitor customer feedback on social media channels to identify trends, preferences, and areas for improvement in products or services.

How might cultural differences influence the impact of personal traits on eWOM behavior?

Cultural differences can significantly influence the impact of personal traits on eWOM behavior due to varying norms, values, and communication styles across different cultures. Some ways cultural differences may come into play include:

Communication Styles: Cultures with high context communication may rely more on implicit cues in eWOM messages compared to low context cultures that prefer explicit information.
Collectivism vs Individualism: Collectivist cultures may prioritize group opinions over individual ones when sharing eWOM, while individualistic cultures may focus more on personal experiences.
Power Distance: In societies with high power distance, individuals may be less likely to express negative eWOM about authority figures or well-established brands.

What strategies can be implemented to encourage more positive eWOM from customers?

To encourage more positive electronic word-of-mouth (eWOM) from customers, companies can implement the following strategies:

Provide Exceptional Customer Service: Ensure excellent customer service experiences that exceed expectations and prompt customers to share positive feedback online.
Run Reward Programs: Incentivize customers who leave positive reviews or referrals with discounts or rewards for future purchases.
Engage with Customers: Actively engage with customers through social media platforms by responding promptly to queries and comments, fostering a sense of community around your brand.
Leverage User-Generated Content: Encourage customers to share user-generated content such as photos or testimonials related to your products/services.

These strategies aim at creating a positive customer experience that leads naturally towards generating favorable electronic word-of-mouth within digital communities where potential consumers seek validation before making purchasing decisions."