Search Results (184)

This study aims to analyze, through structural equation modelling, the interaction between the variables of congruence, trust, commitment, satisfaction and word of mouth (WOM) in the context of a virtual sporting event, determining the significant relationships between these variables and their ability to predict participants’ future intentions. A structured questionnaire based on previously validated scales was applied to a sample of participants of the Medellín Virtual Marathon. The data obtained were analyzed using structural equation modelling to examine the relationships between the variables studied. The results confirm that congruence significantly influences trust and commitment, while trust mediates its relationship with commitment, satisfaction and WOM. Furthermore, it is observed that commitment has a direct impact on satisfaction and WOM, with satisfaction being the most relevant predictor of recommendation intentions. The model used showed an adequate fit, and the instrument used presented satisfactory psychometric properties. These findings underline the importance of strengthening the congruence between participants’ identity and event branding, promoting trust through positive experiences and leveraging WOM as a key promotional tool for e-sport events. This study contributes to academic knowledge by exploring the interactions between these variables in the context of virtual sport events, offering valuable information for decision-making in the management and promotion of this type of event. Full article

Tourist behavior is evolving rapidly, and local restaurants must develop strategies to capture the attention of these changing tourists. This study, conducted in Thailand, investigates the relationships between perceived authenticity, consumer self-expansion, tourists’ preference for local restaurants, positive word-of-mouth (WOM), and intention to visit local eateries. It also examines whether self-expansion mediates the relationship between perceived authenticity and restaurant preference. Data were collected from 497 tourists through self-administered questionnaires distributed on-site and analyzed using structural equation modeling (SEM). The results show that perceived authenticity has a significant positive effect on consumer self-expansion (β = 0.902), which, in turn, strongly predicts preference for local restaurants (β = 0.870). Preference also significantly influences both positive WOM (β = 0.976) and visit intention (β = 0.949). Notably, perceived authenticity does not directly affect restaurant preference, indicating a partial mediation effect through self-expansion. These findings highlight the critical role of self-expansion in enhancing the influence of perceived authenticity on tourist behavior, offering practical insights for hospitality marketers aiming to promote local dining experiences. Full article

This study aims to explore the factors influencing word-of-mouth (WOM) intentions among cultural tourists in Thailand’s southern border provinces. This study develops a comprehensive framework predicting WOM intentions by combining the Stimulus–Organism–Response (S-O-R) model, the theory of planned behavior (TPB), and the cognitive–affective–conative (CAC) model, given the critical role of WOM in tourism marketing. Data were collected from 386 cultural tourists through purposive sampling using a self-administered questionnaire. The study employs structural equation modeling (PLS-SEM) to investigate relationships between trust, attitude, satisfaction, and WOM intentions. The findings reveal that trust, satisfaction, and attitude significantly impact WOM intentions. Social influence strongly predicts trust, while the perceived quality of behavior influences attitude. Satisfaction is driven by perceived value, the quality of the experience, the quality of the physical environment, and tourist engagement. This study contributes to cultural tourism literature by integrating different behavioral theories to provide a robust WOM model. This study’s theoretical contributions and practical implications for scholars, policymakers, tourism marketers, and cultural site operators will be further discussed. Full article

Social networks have emerged as a powerful tool for communication and marketing, enabling two-way user participation and fostering a conducive environment for electronic word of mouth (eWOM). This study examines how social influence, eWOM engagement, and perceived eWOM credibility affect its adoption, while also exploring the moderating role of gender in these relationships. Using a sample of 371 cosmetics consumers in Ecuador, a causal model was estimated using the PLS method. The findings confirm that social influence significantly impacts eWOM engagement and credibility, contributing to its adoption. Additionally, gender moderates the relationship between informational influence and eWOM credibility. This study also highlights the need to replicate the model in different contexts and with more diverse samples to enhance the generalizability of the findings. By enriching Erkan and Evans’ IACM theoretical framework, this research extends the understanding of eWOM dynamics in the cosmetics sector. Moreover, it offers a comprehensive perspective on the eWOM adoption process by incorporating underexplored variables and providing empirical evidence from an understudied region, such as Latin America. Full article

The extensive electronic word-of-mouth (eWOM) data generated by consumers encapsulates authentic product experience information. By leveraging advanced data analysis technologies, enterprises can extract sustainable consumer behavior preference knowledge, thereby supporting the optimization of their marketing and management strategies. However, existing data-driven product ranking processes predominantly focus on single-source eWOM data and rarely mine product insights from a multi-source perspective. Moreover, the quality of eWOM data cannot be overlooked. Consequently, this study uses automobile products as a case example and integrates rating eWOM data, complaint eWOM data, and safety test data to construct a multi-source data-driven personalized product ranking recommendation algorithm. Specifically, an evaluation index system is established for each of the three data types. To model information quality, these data are transformed into basic uncertain information (BUI), which incorporates scoring information and credibility metrics. The XLNet model is employed to convert complaint text data into scoring data, and three targeted credibility evaluation models are developed to assess the reliability of the three data types. Subsequently, BUI is aggregated using the BUI ordered weighted average (BUIOWA) aggregation operator. Based on this, a personalized product ranking method aligned with user preferences is proposed, offering consumers recommendation results that match their preferences. Finally, using automobile products as an illustrative example, this study elucidates the multi-source data-driven personalized product recommendation process and provides managerial implications for enterprises. Full article

Considering social media’s expansion worldwide, marketing academics and marketers emphasize the need to consider electronic word of mouth (eWOM) for strategic marketing decisions. However, there is limited research regarding the ways in which male and female consumers engage in eWOM behaviors. This research aims to explore the gender-specific dynamics of eWOM drivers in social media marketing, by validating a proposed model of key predictors for two samples (of female and male respondents). Data were gathered from two samples of social media users. For this empirical research, we integrated structural equation modeling and an artificial neural network (PLS-SEM-ANN) for a comprehensive approach intended to generate practical and theoretical insights for eWOM. Hypothesis testing reflected contrasting results—for female respondents, the key eWOM drivers were customer participation, involvement, loyalty, and customer satisfaction; whereas, for male respondents, the key predictors were brand familiarity, loyalty, and satisfaction. The significant variables supported by SEM were included in ANN models as input neurons, showcasing nonlinear relationships among constructs for both samples. Thus, this research provides theoretical contributions regarding eWOM, gender assessments, and the social media marketing literature. From a practical perspective, this study advances targeted social media marketing strategies to enhance consumer–brand interactions. Full article

The rapid expansion of digital platforms has significantly influenced consumer purchasing behaviors, particularly in the agri-food sector. Therefore, this paper investigates the key factors driving customers’ intention to use green agri-food delivery apps (GAFDAs) by integrating trust and electronic word of mouth (eWOM) into the Theory of Planned Behavior (TPB) framework. Additionally, this study examines gender as a moderating variable, assessing whether its influence alters the relationships between key determinants and behavioral intention. Data were collected from 252 Algerian consumers, and the proposed model was tested using SmartPLS 4 and SPSS 26.0. The results confirm that attitude, subjective norms, perceived behavioral control (PBC), trust, and eWOM positively and significantly influence the intention to use GAFDAs, with PBC emerging as the strongest predictor. Moreover, gender moderates the effect of trust on behavioral intention, with trust significantly influencing men’s adoption decisions but not those of females. In contrast, subjective norms and PBC are stronger predictors for female consumers. These findings highlight the importance of gender-specific marketing strategies to enhance GAFDA adoption. This study contributes to the literature by extending TPB with trust, eWOM, and gender moderation, offering valuable insights for marketers, policymakers, and app developers promoting sustainable food consumption. Full article

Online gamers have increased exponentially in the last few years in all types of online games, including mind-sport games. These games, like Bridge or Chess, have been traditionally played face-to-face. Nowadays more and more players prefer to use online platforms to play mind-sport games. Previous studies have investigated different aspects of online games and even a few on mind-sport games. However, the frameworks WOM (Word-of-Mouth) and SCT (Social Cognitive Theory) have been sparsely used in this context. In this manner, the present article proposes two objectives: (1) using the SCT in order to analyse the impact of the sociological factor on user engagement in mind-sport online games and (2) analysing how the WOM affects user engagement in mind-sport online games. Specifically, the proposed PLS-SEM model is defined by combining five constructs from these frameworks: (1) health consciousness, (2) WOM and emotional behaviour, (3) self-efficacy, (4) cognitive engagement, and (5) behavioural intention. The findings reveal that health consciousness affects WOM and emotional behaviour in a positive way as players desire well-being. Also, WOM and emotional behaviour affect cognitive engagement, as positive comments encourage high-skill gamers in mind sports. Finally, this study shows how the environmental factor of SCT is represented by WOM and emotional behaviour in an indirect way and the personal factor represented by self-efficacy in a direct way to positively influence behaviour intention. Full article

This study employs the push–pull theory to analyze tourism motivations (push and pull), perceived risk (financial risk and perceived risk), perceived value, educational level and smartphone usage and their effect on willingness to pay (WTP) and electronic word-of-mouth (E-WOM) behavioural intentions in Smart Tourism Destinations (STDs). With a significant sample of 504 respondents in the STD of Cáceres, the push–pull theory is used to assess its impact on smartphone usage. Results reveal that motivations, financial risk, perceived value and educational level positively affect smartphone usage, directly influencing WTP and E-WOM. Managers are advised to prioritize privacy in mobile payments, implement security services against financial risks and promote specialized applications and encourage the personalization of offers through artificial intelligence. Understanding these variables, which explain 41.5% of WTP and 65.8% of E-WOM, provides a basis for strategic decision-making in STDs. Full article

Internet platforms and self-media have become vital online communities for promoting positive reputations for hotels. Previous studies have primarily focused on enhancing positive electronic word-of-mouth (eWOM) through improvements in hotel infrastructure and staff services. As hotels deepen their digital transformation, the application of various artificial intelligence technologies in hotel service encounters significantly impacts the service experience. This study explores the effects of voice assistant (VA) attributes on the online reputation of hotels. Specifically, it examines how the attributes of VAs (anytime connectivity, information association, and interactivity) influence positive customer evaluations in hotels. Utilizing a questionnaire survey method, we collected 529 valid questionnaires offline and employed structural equation modeling along with the PROCESS plugin in SPSS to conduct path analysis, as well as mediation and moderation effect analyses. The results indicate that perceived value and the existence of human–AI rapport mediate the impact of VA attributes on positive eWOM, although the direct effect of some attributes (information association) was not supported. Furthermore, anytime connectivity enhances the influence on human–AI rapport through social presence, while privacy concerns negatively affect the relationship between perceived value and intentions to engage in eWOM. These insights are critical for hotels seeking to maximize the benefits of digital transformation. Full article

This study explores how the green marketing mix affects customer green brand trust, customer green buying behavior, and electronic word-of-mouth (eWOM). A total of 990 fast-food customers participated in this study. Structural equation modelling (SEM) and mediation analysis were applied to validate the research hypotheses. As customer demand for environmentally sustainable products grows, green marketing mix has a positive and significant effect on customer green brand trust. Furthermore, customer green brand trust also significantly influences customer green buying behavior and eWOM as a predictor and mediator. It means that customer green brand trust is a fundamental effect of eWOM, with trust fostering positive online reviews, recommendations, and advocacy from customers. Businesses can also make the most of eWOM by developing feedback-friendly channels, such as product review pages and social media campaigns, and rewarding consumers who post about their satisfying online experiences. The companies should not only concentrate on increasing sales through environmentally sustainable product purchasing practices, but also on giving clients a feeling of community and integrating them into a larger sustainability movement. It will offer useful advice for marketers looking to improve their green marketing tactics and promote sustainable consumption by successfully gaining the trust of their target audience and using eWOM as a tactical instrument for brand advocacy. Full article

During the COVID-19 pandemic, the tourism sector encountered multiple challenges. Numerous governments chose to lock down their cities and countries. Despite this, many companies found their online businesses making the greatest leaps in their portfolios, and social media platforms became one of the most valuable sources of information for purchase decisions. There have been numerous studies on the effects of social media reviews—a form of electronic word-of-mouth (eWOM)—on consumer behavior. Few were found to be related to their impact on group package tours (GPTs) while considering mixed eWOM, that is, both the positive and negative forms present in word-of-mouth communication. As the tourism sector gradually revives, the need to further explore how tourism and hospitality service providers can adapt to changes in post-pandemic consumer behavior has become imperative. The influence of social media reviews on consumers’ value perceptions of a GPT to Japan, allowing for the influence of the marketing mix element of advertised price, was examined through online experiments in this study. Positive, negative, and mixed eWOM were examined. It was found that eWOM was more influential on consumers’ value perceptions than the advertised price for all price acceptability levels. Mixed eWOM was found to negatively affect consumers’ final price perceptions which override the impact of quality perceptions in value formations. The value perceptions of the GPT became less acceptable when eWOM was mixed compared to when eWOM was absent or was positive. Mixed eWOM had a negative effect on value perceptions but not as great as when negative eWOM was present, and this was consistently found to apply for all price acceptability levels of the GPT. This study’s contribution to eWOM research and implications for the post-pandemic recovery of tourism and hospitality service providers are made, together with suggested strategies using innovative technologies and communications to enhance their adaptive resilience in the new normal. Full article

As environmental issues become increasingly important to consumers, integrating green marketing strategies into corporate promotional efforts is essential. However, limited research has examined cultural differences in consumer responses to green marketing content. This study addresses this gap by exploring how eco-friendly social media posts influence consumer perceptions and behaviors, specifically regarding informativeness, entertainment, perceived relevance, brand attitude, purchase intention, and word of mouth (WOM). This research employs an experimental study with a sample of 2035 participants from Poland and the United States to examine cross-cultural differences in responses to green marketing content. The findings revealed that eco-friendly posts significantly enhance informativeness, entertainment, and relevance, leading to higher levels of brand attitude, purchase intention, and WOM compared to non-green content. Furthermore, the effects of eco-friendly messaging on consumer engagement differ between Polish and US participants, underscoring the importance of culturally tailored green marketing strategies. These results provide valuable insights for marketers aiming to develop effective and culturally responsive sustainable marketing campaigns that resonate with diverse consumer groups. This study extends the green marketing literature by examining how informativeness, entertainment, and perceived relevance affect consumer behavioral intentions, such as purchase intention and WOM. Full article

Customers’ intentions to avoid a product or service tend to be dynamic. Thus, this study aims to explore the influence of trajectory changes in customers’ avoidance after service recovery on relationship strength, negative word-of-mouth (WOM) intentions, and revisit intentions. Using a longitudinal approach with three-month lag intervals, we implement a latent growth model analysis to test our proposed hypotheses. Our findings demonstrate that customers’ desire to engage in avoidance after a service failure evolves, but its impact wanes. As avoidance decreases, negative WOM intentions likewise decline, and intentions to revisit a firm (which, in this study, is a travel agency) increase, thereby attenuating an avoidance-becomes-defection effect over time. Meanwhile, relationship strength initially grows but then weakens after service recovery. In contrast, negative WOM intentions slightly decrease from the early to mid-stage, followed by an increase in the late stage. Furthermore, relationship strength does not affect negative WOM or revisit intentions at the subsequent service recovery phase. Our findings offer innovative insights into upgrading customer avoidance perspectives regarding service recovery. We also present managerial implications regarding service recovery and customer relationship strategies that vary over time. Full article

Artificial intelligence (AI) stands out as a transformative force in various sectors, offering both new opportunities and challenges. In tourism and music events, AI has proven to be a powerful tool for improving the attendee experience, personalizing artist recommendations, optimizing event logistics in real time, and enhancing audience interaction through virtual assistants and immersive visual effects, thus highlighting its transformative potential. This study aims to analyze the impact of applying AI to the experience of consumers at music festivals. In particular, the research examines the impact of AI on the quality of information delivered, the extent of consumer engagement with brands at the event, and the level of trust in the technology. A quantitative methodology was used, collecting 400 responses from Portuguese consumers who attended music festivals. The results show that the quality of information and the AI positively influence customer engagement with the brand. Greater customer engagement, in turn, increases the willingness to use AI solutions. Trust in AI is significantly shaped by the quality of the information and the reliability of the system, which further promotes electronic word-of-mouth (eWOM) and the willingness to adopt AI. In addition, eWOM plays a key role in encouraging the use of AI technologies. Finally, memorable tourist experiences positively influence the willingness to adopt AI, underlining the importance of experiential factors in promoting adoption. These results highlight the interconnected roles of information quality, trust, involvement, and user experiences in shaping attitudes toward artificial intelligence applications. This study expands the literature by analyzing how AI-driven information quality influences consumer trust and engagement, thus emphasizing the need to optimize these factors for better festival strategies. It highlights the link between trust and positive eWOM, showing that trust based on high-quality information enhances the festival’s reputation and attracts participants. A key contribution is its exploration of how trust and eWOM influence AI adoption at future festivals, which offers insights to boost credibility and acceptance. Lastly, it provides strategic guidelines that improve attendee experience and festival management. Full article