Impact of Electronic Word of Mouth Communication on New Product Adoption in Cell-Phones

Author(s)

Dr. Irfan Ali- , Mohammad Asif Channa , Mohammad Ali Brohi ,

Download Full PDF Pages: 122-128 | Views: 362 | Downloads: 110 | DOI: 10.5281/zenodo.3468754

Volume 6 - January 2017 (01)

Abstract

This study aimed at to investigate the impact of electronic word of mouth communication on new product adoption; three social network sites (Facebook, twitter, and linkldn) were chosen to find out their contributions in new product adoption. The targeted sample of this study was students. Total sample size for this study was 200 (n=200) respondents of Shah Abdul Latif University main campus, Shikarpur campus, Sukkur IBA, and SZABIST Larkana. Regression analysis technique was performed to analyze the data. The Results revealed that there is the significant Positive impact of electronic word of mouth communication on new product adoption. 

Keywords

Word of Mouth Communication, New Product Adoption, Electronic Word of Mouth Communication, Social Network Sites

References

  1. Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17.
  2. Bausch, S., & McGiboney, M. (2008). Nielsen online provides fastest growing social networks for September 2008. New York: Nielsen Company.
  3. Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer research, 350-362.
  4. Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
  5. De Bruyn, A., & Lilien, G. L. (2004). A multi-stage model of word of mouth through electronic referrals. eBusiness Research Center, Working Paper.
  6. De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the academy of marketing science, 36(4), 578-596.
  7. Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424.
  8. Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
  9. Dwyer, P. (2007). Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive marketing, 21(2), 63-79.
  10. Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.
  11. Engel, J. F., Blackwell, R. D., & Kegerreis, R. J. (1969). How information is used to adopt an innovation. Journal of Advertising Research, 9(4), 3-8.
  12. Ennew, C. T., Banerjee, A. K., & Li, D. (2000). Managing word of mouth communication: empirical evidence from India. International Journal of Bank Marketing, 18(2), 75-83.
  13. Flanagin, A. J., & Metzger, M. J. (2007). The role of site features, user attributes, and information verification behaviors on the perceived credibility of web-based information. New Media & Society, 9(2), 319-342.
  14. Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: two new measurement scales. Journal of the Academy of Marketing Science, 24(2), 137-147.
  15. Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100.
  16. Goldsmith, R. E., & Clark, R. A. (2008). An analysis of factors affecting fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management, 12(3), 308-322.
  17. Graham, J., & Havlena, W. (2007). Finding the" missing link": Advertising's impact on word of mouth, web searches, and site visits. Journal of Advertising Research, 47(4), 427-435.
  18. Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online knowhow exchange on customer value and loyalty. Journal of Business research, 59(4), 449-456.
  19. Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of interactive marketing, 18(1), 38-52.
  20. Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American society for information science and technology, 60(11), 2169-2188.
  21. Katz, E., & Lazarsfeld, P. F. (1970). Personal Influence, The part played by people in the flow of mass communications: Transaction Publishers.
  22. Keaveney, S. M. (1995). Customer switching behavior in service industries: an exploratory study. The Journal of Marketing, 71-82.
  23. Kiel, G. C., & Layton, R. A. (1981). Dimensions of consumer information seeking behavior. Journal of Marketing Research, 233-239.
  24. Kumar Roy, S., M. Lassar, W., & T. Butaney, G. (2014). The mediating impact of stickiness and loyalty on word-ofmouth promotion of retail websites: A consumer perspective. European Journal of Marketing, 48(9/10), 1828- 1849.
  25. Lazarsfeld, P. F., & Katz, E. (1955). Personal influence: the part played by people in the flow of mass communications. Glencoe, Illinois.
  26. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York.
  27. Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology & behavior, 11(2), 169-174.
  28. Riegner, C. (2007). Word of mouth on the web: The impact of Web 2.0 on consumer purchase decisions. Journal of Advertising Research, 47(4), 436.
  29. Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of interactive marketing, 21(4), 76-94.
  30. Storbacka, K., Frow, P., Nenonen, S., & Payne, A. (2012). Designing business models for value co-creation. Review of Marketing Research, 9, 51-78.
  31. Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online Word‐of‐Mouth (or Mouse): An Exploration of Its Antecedents and Consequences. Journal of Computer‐Mediated Communication, 11(4), 1104-1127.
  32. Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of marketing, 73(5), 90-102.
  33. De Bruyn, Arnaud and Gary L. Lilien. (2004). A multi-Stage Model of word of mouth through electronic referrals. e business research center .
  34. Goldenburg, J. L. (2001). Talk of the Network: A Complex Systems Look at the Underlying Process of -of-Mouth. . Marketing Letters, 12 (3), , 211-23. .

Cite this Article: