• Title, Summary, Keyword: Online World of Mouth

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The influence of electronic-word-of-mouth on consumer decision-making for beauty products in a Kuwaiti Women's online community

  • Al-Haidari, Nahed;Coughlan, Jane
    • Journal of Contemporary Eastern Asia
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    • v.13 no.2
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    • pp.3-14
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    • 2014
  • Online communities are an important source of electronic-word-of-mouth (eWOM), however few studies have examined these types of messages within the Middle Eastern context. This study focuses on Kuwaiti women as members of an online beauty forum; previous work has suggested a mediating effect of gender with women being more likely to trust and follow-up word-of-mouth with a purchase. A conceptual model, based on existing theoretical contributions, provides the basis of a coding framework for the message characteristics that influence members' eWOM adoption. A sub-set of the analysis is presented: 218 threads (1820 messages, coded into 6702 units) illustrating cases where eWOM was adopted and thereby demonstrating continuance intention with members returning to the forum. Content analysis revealed the prevalence of emotional aspects in messages, coded into a new category of 'community bonding'. Findings show that emotion expressed in messages is as influential and important as cognitive aspects of argument quality.

A Study on the Factors Affecting Electronic Word-of-Mouth in the Context of Social Media Environment (소셜미디어 환경에서 온라인구전(eWOM)에 영향을 미치는 요인 연구)

  • Noh, Seung Ui;Lee, Ji Eun;Son, Jung Eun;Kim, Hee-Woong
    • Knowledge Management Research
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    • v.14 no.1
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    • pp.1-19
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    • 2013
  • Consumers have collected information and sought advices from other consumer through Internet. They could collect information in virtual space (online) not real world, that is Electronic Word of Mouth (eWOM). This study focused on research the factors on effect in Electronic Word-of-Mouth (eWOM) in the open market which is mediate between individuals and online stores. This is an exploratory study for research on finding factors of effect in eWOM. First of all, 5factors are selected from interview with 31 consumers. Then online surveys are conducted and 5 factors are significantly supported. This study is academically new approach on an exploratory study and it could suggest marketers to strategically manage eWOM.

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O2O-based Social Media Marketing Method for Word-Of-Mouth Effect: Focused on the Analysis of Case Studies (구전효과를 위한 O2O 기반의 소셜미디어 마케팅 방법: 사례분석을 중심으로)

  • Kim, Heejin;Choi, Byoungju
    • The Journal of the Korea Contents Association
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    • v.15 no.7
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    • pp.403-413
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    • 2015
  • Social media has recently become one of the primary tools for viral marketing as an effective advertising channel, in order to maximize effects of world-of-mouth through social media, it is very important to obtain customer experience-centric differentiated contents in offline. However, viral marketing is still being implemented mainly based on online channels because of the lack of effective services and methods to support social medial marketing in conjunction with offline. On that account, this study proposes O2O(Online to Offline) based social media marketing method allowing customers to connect their personal experience conveniently and easily in offline in which they voluntarily participate. Furthermore, this study aims to verify the effectiveness of the proposed method by analyzing the empirical cases thereof. This study would eventually contribute to the vitalization of social media marketing market by enabling customers to obtain personalized posts as connecting online to offline organically and also by allowing corporations to get an ample amount of useful CRM information for planning marketing strategies.

A Study on the Effect of Mobile Social Network Game Characteristics in Electronic Word of Mouth (모바일 소셜 네트워크 게임의 특성이 온라인 구전에 미치는 영향에 관한 연구)

  • Kang, Moon-Young;Chi, Yong-Shou;Park, Jong-Woo
    • Journal of Korea Game Society
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    • v.14 no.5
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    • pp.193-202
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    • 2014
  • This study is based on previous studies on the various types of games and analyse the effects of the characteristics of mobile social network games on online word-of-mouth of game users. As a result, it was revealed that commitment increased because of the features of not needing to access continuously, not interrupted by reciprocal relationship among users, a particular time and place. However, in the process of the interaction with the media, perceived individual social presence and asynchrony that did not need to continue to access, they did not affect satisfaction and respectively. In addition, this commitment had more effects on online word-of-mouth than satisfaction. Comprehensive the above, the research achievement of this study may be expected to contribute to the ongoing development of future domestic mobile social network game industry.

Word-of-Mouth Effect for Online Sales of K-Beauty Products: Centered on China SINA Weibo and Meipai (K-Beauty 구전효과가 온라인 매출액에 미치는 영향: 중국 SINA Weibo와 Meipai 중심으로)

  • Liu, Meina;Lim, Gyoo Gun
    • Journal of Intelligence and Information Systems
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    • v.25 no.1
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    • pp.197-218
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    • 2019
  • In addition to economic growth and national income increase, China is also experiencing rapid growth in consumption of cosmetics. About 67% of the total trade volume of Chinese cosmetics is made by e-commerce and especially K-Beauty products, which are Korean cosmetics are very popular. According to previous studies, 80% of consumer goods such as cosmetics are affected by the word of mouth information, searching the product information before purchase. Mostly, consumers acquire information related to cosmetics through comments made by other consumers on SNS such as SINA Weibo and Wechat, and recently they also use information about beauty related video channels. Most of the previous online word-of-mouth researches were mainly focused on media itself such as Facebook, Twitter, and blogs. However, the informational characteristics and the expression forms are also diverse. Typical types are text, picture, and video. This study focused on these types. We analyze the unstructured data of SINA Weibo, the SNS representative platform of China, and Meipai, the video platform, and analyze the impact of K-Beauty brand sales by dividing online word-of-mouth information with quantity and direction information. We analyzed about 330,000 data from Meipai, and 110,000 data from SINA Weibo and analyzed the basic properties of cosmetics. As a result of analysis, the amount of online word-of-mouth information has a positive effect on the sales of cosmetics irrespective of the type of media. However, the online videos showed higher impacts than the pictures and texts. Therefore, it is more effective for companies to carry out advertising and promotional activities in parallel with the existing SNS as well as video related information. It is understood that it is important to generate the frequency of exposure irrespective of media type. The positiveness of the video media was significant but the positiveness of the picture and text media was not significant. Due to the nature of information types, the amount of information in video media is more than that in text-oriented media, and video-related channels are emerging all over the world. In particular, China has made a number of video platforms in recent years and has enjoyed popularity among teenagers and thirties. As a result, existing SNS users are being dispersed to video media. We also analyzed the effect of online type of information on the online cosmetics sales by dividing the product type of cosmetics into basic cosmetics and color cosmetics. As a result, basic cosmetics had a positive effect on the sales according to the number of online videos and it was affected by the negative information of the videos. In the case of basic cosmetics, effects or characteristics do not appear immediately like color cosmetics, so information such as changes after use is often transmitted over a period of time. Therefore, it is important for companies to move more quickly to issues generated from video media. Color cosmetics are largely influenced by negative oral statements and sensitive to picture and text-oriented media. Information such as picture and text has the advantage and disadvantage that the process of making it can be made easier than video. Therefore, complaints and opinions are generally expressed in SNS quickly and immediately. Finally, we analyzed how product diversity affects sales according to online word of mouth information type. As a result of the analysis, it can be confirmed that when a variety of products are introduced in a video channel, they have a positive effect on online cosmetics sales. The significance of this study in the theoretical aspect is that, as in the previous studies, online sales have basically proved that K-Beauty cosmetics are also influenced by word-of-mouth. However this study focused on media types and both media have a positive impact on sales, as in previous studies, but it has been proven that video is more informative and influencing than text, depending on media abundance. In addition, according to the existing research on information direction, it is said that the negative influence has more influence, but in the basic study, the correlation is not significant, but the effect of negation in the case of color cosmetics is large. In the case of temporal fashion products such as color cosmetics, fast oral effect is influenced. In practical terms, it is expected that it will be helpful to use advertising strategies on the sales and advertising strategy of K-Beauty cosmetics in China by distinguishing basic and color cosmetics. In addition, it can be said that it recognized the importance of a video advertising strategy such as YouTube and one-person media. The results of this study can be used as basic data for analyzing the big data in understanding the Chinese cosmetics market and establishing appropriate strategies and marketing utilization of related companies.

A Study of the Measurement of Personal Activity on Online Marketing: Focus on SNS (온라인 마케팅 활동성 측정에 대한 연구- SNS 사용자 활동을 중심으로)

  • Kim, Sooeun;Kim, Eungdo
    • Knowledge Management Research
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    • v.16 no.3
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    • pp.81-102
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    • 2015
  • With the rapid development of digital media, there has been a huge change in a way of communication, a process of information diffusion and a role of traditional media. Not like mass media, social media enables users to generate and tap into the opinions of a larger world. From that reason, social media is impacting marketing strategies. However, still social media marketing researches just focus on case study, analysis of users motivation or analysis of power user's usage pattern. Word-of-mouth has always been important especially in marketing area. In social media, word-of-mouth depends on each user that's why this research focuses on individual user's activity in SNS. I defined 4 factors (produce, diffusion, network size, activity of network size enlarge) that are effect on activity and verified hypothesis by multiple regression analysis, hierarchical regression analysis and moderated multiple regression.

A Study on Consumer's Word-of-Mouth Intention of Off-line Mobile Payment Service: Focused on the Comparison between Korean and Chinese Consumer (오프라인 모바일 결제 서비스에 대한 소비자의 구전의도에 관한 연구: 한·중 소 비자의 비교를 중심으로)

  • Jung, Mi-Ra;Lim, Sung-Jin;Han, Kyeong-Seok
    • Journal of Digital Contents Society
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    • v.18 no.6
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    • pp.1109-1118
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    • 2017
  • With mobile payment always at the center of the fintech craze all over the world, many countries led by China, India, England and Brazil are dedicated to activating and supplying online and offline mobile payment services, securing competitive advantage in the global mobile payment market. However, Korea that had proudly considered itself as an IT power was crowded out of the top 10 ranking, falling behind even Australia, Mexico and Germany. Therefore, this study conducted an empirical research to measure the word-of-mouth intention of general consumers using offline mobile payment service in Korea. Furthermore, it comparatively analyzed the world's most powerful country, China, in mobile payment services, and analyzed the difference in consumer perception between Korea and China.

The Influence of EWOM on Passengers' Behavioral Intentions (항공사에 대한 온라인 구전이 승객행동에 미치는 영향에 관한 연구)

  • Kim, Yong-Sook;Park, Jin-Woo
    • Journal of the Korean Society for Aviation and Aeronautics
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    • v.25 no.2
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    • pp.39-47
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    • 2017
  • The ultimate aim of this research is to analyze the effects of on-line word of mouth (WOM) regarding airlines on behavior intention of airline passengers through information accommodation, attitude and trust. For the purpose, we have carried out a questionnaire survey with passengers who have used airline social media and websites as target, and analyzed a total of 362 copies of the questionnaire using structural equation. As a result of analysis, on-line WOM turned out to have a significant effect on accommodation, and the accommodation turned out to have significant effects on attitude and trust. Also, attitude turned out to have a significant effect on trust, and the trust turned out to have a significant effect on behavior intention. This research has significance in that it can help establish a WOM marketing strategy of airlines through grasping the actual situation of on-line WOM of airlines and present a possibility of WOM marketing utilizing social media as an appropriate marketing for aviation industry. At the same time, it also has an academic significance in that it predicted actual behavior intention of passengers who have used on-line WOM on airlines.

A case study on the contemporary fashion meme (현대 패션 밈(meme)에 관한 사례연구)

  • Kim, Koh Woon
    • The Research Journal of the Costume Culture
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    • v.28 no.3
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    • pp.330-343
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    • 2020
  • This study defines the concept of the fashion meme, which has recently emerged as a fashion trend, influential fashion keyword. After analyzing the concepts and characteristics of traditional memes from prior studies, examples of fashion memes were collected from online community and social network services, while a literature study and case study analysis were conducted in parallel drawing on related articles and journals. Modern fashion memes refer to fashion-related symbols and fashion images that are spread online by word-of-mouth, together with fashion styles and items that spread as a result of being worn. Fashion memes in cyberspace are mainly spread through social network or message services, and sometimes combine text, images, videos, hashtags, and emoticons. Fashion memes are a type of collective action of the people in response to social problems in the world, and often involve humorous antics, satire, shock, and eccentricity. Shared fashion memes reflect the expression of personality expression and fun, and at the same time are used as an expression of designer and brand creativity and are integral to marketing. Fashion memes are classified into four types, based on two central axes as follows: non-commercial/commercial and anti-fashion/fashion-friendly. Unlike traditional memes, Internet-based fashion memes emphasize elements of transformation through creativity as well as imitation, which has become a persisting contemporary trend beyond temporary phenomena.

Building a Korean Sentiment Lexicon Using Collective Intelligence (집단지성을 이용한 한글 감성어 사전 구축)

  • An, Jungkook;Kim, Hee-Woong
    • Journal of Intelligence and Information Systems
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    • v.21 no.2
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    • pp.49-67
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    • 2015
  • Recently, emerging the notion of big data and social media has led us to enter data's big bang. Social networking services are widely used by people around the world, and they have become a part of major communication tools for all ages. Over the last decade, as online social networking sites become increasingly popular, companies tend to focus on advanced social media analysis for their marketing strategies. In addition to social media analysis, companies are mainly concerned about propagating of negative opinions on social networking sites such as Facebook and Twitter, as well as e-commerce sites. The effect of online word of mouth (WOM) such as product rating, product review, and product recommendations is very influential, and negative opinions have significant impact on product sales. This trend has increased researchers' attention to a natural language processing, such as a sentiment analysis. A sentiment analysis, also refers to as an opinion mining, is a process of identifying the polarity of subjective information and has been applied to various research and practical fields. However, there are obstacles lies when Korean language (Hangul) is used in a natural language processing because it is an agglutinative language with rich morphology pose problems. Therefore, there is a lack of Korean natural language processing resources such as a sentiment lexicon, and this has resulted in significant limitations for researchers and practitioners who are considering sentiment analysis. Our study builds a Korean sentiment lexicon with collective intelligence, and provides API (Application Programming Interface) service to open and share a sentiment lexicon data with the public (www.openhangul.com). For the pre-processing, we have created a Korean lexicon database with over 517,178 words and classified them into sentiment and non-sentiment words. In order to classify them, we first identified stop words which often quite likely to play a negative role in sentiment analysis and excluded them from our sentiment scoring. In general, sentiment words are nouns, adjectives, verbs, adverbs as they have sentimental expressions such as positive, neutral, and negative. On the other hands, non-sentiment words are interjection, determiner, numeral, postposition, etc. as they generally have no sentimental expressions. To build a reliable sentiment lexicon, we have adopted a concept of collective intelligence as a model for crowdsourcing. In addition, a concept of folksonomy has been implemented in the process of taxonomy to help collective intelligence. In order to make up for an inherent weakness of folksonomy, we have adopted a majority rule by building a voting system. Participants, as voters were offered three voting options to choose from positivity, negativity, and neutrality, and the voting have been conducted on one of the largest social networking sites for college students in Korea. More than 35,000 votes have been made by college students in Korea, and we keep this voting system open by maintaining the project as a perpetual study. Besides, any change in the sentiment score of words can be an important observation because it enables us to keep track of temporal changes in Korean language as a natural language. Lastly, our study offers a RESTful, JSON based API service through a web platform to make easier support for users such as researchers, companies, and developers. Finally, our study makes important contributions to both research and practice. In terms of research, our Korean sentiment lexicon plays an important role as a resource for Korean natural language processing. In terms of practice, practitioners such as managers and marketers can implement sentiment analysis effectively by using Korean sentiment lexicon we built. Moreover, our study sheds new light on the value of folksonomy by combining collective intelligence, and we also expect to give a new direction and a new start to the development of Korean natural language processing.