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Journal articles on the topic 'Word of mouth'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Chong Lim, Boon, and Cindy M.Y. Chung. "Word-of-mouth." Asia Pacific Journal of Marketing and Logistics 26, no. 1 (2014): 39–53. http://dx.doi.org/10.1108/apjml-02-2013-0027.

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Purpose – This research was designed to expand the understanding of how brand familiarity may affect the motivation to process word-of-mouth (WOM) information in brand evaluation. The pre-WOM brand attitude certainty is expected to explain the moderation effect. The paper aims to discuss these issues. Design/methodology/approach – Two experiments were conducted. The study participants were undergraduate students from a major university in Singapore. The main statistical analysis was done using a two-way analysis of covariance. Findings – The results of Experiments 1 and 2 support the predictio

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2

Creelman, James. "Word of mouth." Managing Service Quality: An International Journal 2, no. 5 (1992): 299–301. http://dx.doi.org/10.1108/09604529210029551.

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Muhammad Yeasin, SK. "An Investigation on the Characteristics and Efficacy of Word-of-Mouth Communication within the Context of the Bangladeshi Restaurant Industry." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 07, no. 09 (2023): 1–11. http://dx.doi.org/10.55041/ijsrem25882.

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Due to the proliferation of restaurants nationwide, the influence of both traditional word-of-mouth and electronic word-of-mouth has become increasingly important in shaping customers' decisions when it comes to choosing a restaurant. Therefore, this research offers valuable insights into the role of word-of-mouth communication within the restaurant industry in Bangladesh. The primary objective of this study was to examine the connection between traditional word-of-mouth and electronic word-of-mouth, along with four critical restaurant factors: service quality, food quality, physical ambiance,

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Meuter, Matthew L., Deborah Brown McCabe, and James M. Curran. "Electronic Word-of-Mouth Versus Interpersonal Word-of-Mouth: Are All Forms of Word-of-Mouth Equally Influential?" Services Marketing Quarterly 34, no. 3 (2013): 240–56. http://dx.doi.org/10.1080/15332969.2013.798201.

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Kawakami, Tomoko, Kazuhiro Kishiya, and Mark E. Parry. "Personal Word of Mouth, Virtual Word of Mouth, and Innovation Use." Journal of Product Innovation Management 30, no. 1 (2012): 17–30. http://dx.doi.org/10.1111/j.1540-5885.2012.00983.x.

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Keller, Ed, and Brad Fay. "Word-of-Mouth Advocacy." Journal of Advertising Research 52, no. 4 (2012): 459–64. http://dx.doi.org/10.2501/jar-52-4-459-464.

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Weiber, Rolf, and Tobias Wolf. "Word-of-Mouth Marketing." WiSt - Wirtschaftswissenschaftliches Studium 42, no. 4 (2013): 210–12. http://dx.doi.org/10.15358/0340-1650_2013_4_210.

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Groeger, Lars, and Francis Buttle. "Word-of-mouth marketing." European Journal of Marketing 48, no. 7/8 (2014): 1186–208. http://dx.doi.org/10.1108/ejm-02-2012-0086.

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Purpose – The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns. Design/methodology/approach – An exploratory field study is conducted on a real-life WOMM campaign. Data are collected from two generations of campaign participants using a custom-built Facebook app and subjected to social network analysis (SNA). We compare our theoretically informed measure of campaign reach with industry standard practice. Findings – Standard metrics for WOMM campaigns assume campaign reach equates to the number of campaign-rela

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Simpson, Penny M., and Judy A. Siguaw. "Destination Word of Mouth." Journal of Travel Research 47, no. 2 (2008): 167–82. http://dx.doi.org/10.1177/0047287508321198.

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Ring, Amata, Aaron Tkaczynski, and Sara Dolnicar. "Word-of-Mouth Segments." Journal of Travel Research 55, no. 4 (2014): 481–92. http://dx.doi.org/10.1177/0047287514563165.

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Banerjee, Abhijit, and Drew Fudenberg. "Word-of-mouth learning." Games and Economic Behavior 46, no. 1 (2004): 1–22. http://dx.doi.org/10.1016/s0899-8256(03)00048-4.

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Singh, Deepali. "Electronic Word of Mouth." Paradigm 4, no. 2 (2000): 1–11. http://dx.doi.org/10.1177/0971890720000202.

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East, Robert. "Researching Word of Mouth." Australasian Marketing Journal (AMJ) 15, no. 1 (2007): 23–26. http://dx.doi.org/10.1016/s1441-3582(07)70025-3.

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Fong, John, and Suzan Burton. "Elecronic Word-of-Mouth." Journal of Interactive Advertising 6, no. 2 (2006): 7–62. http://dx.doi.org/10.1080/15252019.2006.10722119.

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Ahrens, Jan, James R. Coyle, and Michal Ann Strahilevitz. "Electronic word of mouth." European Journal of Marketing 47, no. 7 (2013): 1034–51. http://dx.doi.org/10.1108/03090561311324192.

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16

Schmidt-Nielsen, Knut. "By Word of Mouth." Physiology 1, no. 3 (1986): 85. http://dx.doi.org/10.1152/physiologyonline.1986.1.3.85.

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Lis, Bettina, and Christian Neßler. "Electronic Word of Mouth." Business & Information Systems Engineering 6, no. 1 (2013): 63–65. http://dx.doi.org/10.1007/s12599-013-0306-0.

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18

Leo Ferdian Fauzi. "Komunikasi Word of Mouth." Sammajiva: Jurnal Penelitian Bisnis dan Manajemen 2, no. 4 (2024): 169–82. https://doi.org/10.47861/sammajiva.v2i4.1588.

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This study aims to determine the marketing strategy of Rumah Makan Ibat Daun Palembang, as well as the obstacles in carrying out promotions using word of mouth on-line and off-line. The paradigm of this research in constructivism is the result of socio-cultural construction in communication activities using word of mouth. This type of qualitative research with a case study approach. Data collection techniques using interviews and non-participant observation, the researcher acts as an observer. The research findings prove that the Ibat Daun Restaurant uses online word of mouth communication in

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Burnham, Thomas A., and R. Bret Leary. "WORD OF MOUTH OPPORTUNITY: WHY RECOMMENDATION LIKELIHOOD OVERESTIMATES POSITIVE WORD OF MOUTH." Journal of Marketing Theory and Practice 26, no. 4 (2018): 368–89. http://dx.doi.org/10.1080/10696679.2018.1487770.

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Dr. Surbhi Jain and Priyanka Rani. "A Comprehensive Study on e-WOM Determinants Influencing Consumers’ Purchase Decision." International Journal of Scientific Research in Science, Engineering and Technology 11, no. 6 (2024): 356–67. https://doi.org/10.32628/ijsrset24116190.

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In this digital age consumers share their experience about product and service with others digitally. This online sharing is known as electronic words of mouth, online word of mouth, Internet word of mouth (iWOM), Virtual words of mouth (vWOM). It may be between the consumers or may be between thee marketer and consumer in the form of blogs, discussion forum and consumer review. Consumers trust on electronic word of mouth more as it is unpaid form of advertising. After COVID 19 pandemic consumers trust on other consumer reviews increased. They read other customers reviews about product and ser

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Tetty, Wijayanti Yuniar. "THE INFLUENCE OF WORD OF MOUTH (WOM) ON FRUIT PURCHASING DECISIONS IN THE MODERN MARKET IN THE COMMUNITY SAMARINDA CITY." GPH-International Journal of Business Management 07, no. 03 (2024): 106–18. https://doi.org/10.5281/zenodo.10850250.

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<strong>Word of mouth is communication by word of mouth about views or ratings of a product or service, both individually and in groups that aim to provide personal information. This research was conducted to know the effect of word of mouth (WOM) on the decision to buy fruit in the modern market in the people of Samarinda 2023.This research was conducted at the Samarinda modern market, namely at the Lembuswana Mall, Big Mall, Samarinda Central Plaza, and Robinson Mall from January until March 2023. With a population of 130 fruit consumers in the Samarinda modern market. To obtain data in this

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GILDIN, SUZANA Z. "Understanding the Power of Word-of-Mouth." RAM. Revista de Administração Mackenzie 4, no. 1 (2003): 92–106. http://dx.doi.org/10.1590/1678-69712003/administracao.v4n1p92-106.

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ABSTRACT Word-of-mouth has been considered one of the most powerful forms of communication in the market today. Understanding what makes word-of-mouth such a persuasive and powerful communication tool is important to organizations that intend to build strong relationships with consumers. For this reason, organizations are concerned about promoting positive word-of-mouth and retarding negative word-of-mouth, which can be harmful to the image of the company or a brand. This work focuses on the major aspects involving word-of-mouth communication. Recommendations to generate positive word-of-mouth

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Eka Putri, Ninna Jalisma, and Adi Sismanto. "PENGARUH BRAND IMAGE, BRAND EXPERIENCE, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPERCAYAAN KONSUMEN GUNA MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC (STUDI KASUS PADA KONSUMEN MAHASISWI DI KAMPUS 4 UNIVERSITAS MUHAMMADIYAH BENGKULU)." JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) 5, no. 1 (2024): 59–69. http://dx.doi.org/10.61567/jmmib.v5i1.188.

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This study aims to analyze the direct and indirect influence of Brand Image, Brand Experience and Electronic Word of Mouth, on sales through trust. The data analysis technique uses path analysis. The population of this study is students of the management study program of the University of Muhammadiyah Bengkulu. Based on the results of research that has been conducted on the influence of Brand Image, Brand Experience and Electronic Word of Mouth, it has a direct effect on Trust. Brand Image, Brand Experience, and Electronic Word of Mouth have an indirect effect on Sales through trust. Key words

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Billa, Fathurrazi Ammana, Evo Sampetua Hariandja, Ray Arvin Febrianto, and Rini Yovita Moktar. "HUBUNGAN ANTARA BRAND CREDIBILITY, WORD OF MOUTH, DAN ELECTRONIC WORD OF MOUTH: PERAN MEDIASI BRAND-SELF CONNECTION DAN BRAND-SOCIAL CONNECTION." Ultima Management : Jurnal Ilmu Manajemen 12, no. 2 (2020): 210–32. http://dx.doi.org/10.31937/manajemen.v12i2.1711.

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This study was conducted to analyze the relationship between Brand Credibility, Word of Mouth, and Electronic Word of Mouth mediated by Brand-Self Connection and Brand-Social Connection to the Netflix brand in the Greater Jakarta area and generation Z. This study uses a quantitative approach with data collection through google forms. The data used in this study consisted of 32 indicators and the number of respondents in this study were 320 respondents who were Netflix customers in Jabodetabek. Data analysis uses AMOS-SEM version 24. The results of this study indicate that brand credibility has

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Awaludin, Awaludin, and Hamzah Gunawan. "PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA (STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS MERCU BUANA YOGYAKARTA)." JURNAL LENTERA BISNIS 13, no. 1 (2024): 468. http://dx.doi.org/10.34127/jrlab.v13i1.1041.

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This study aims to examine the influence of brand image, product quality and electronic word of mouth on Honda motorcycle purchase decisions (Study on Students of the Faculty of Economics, Mercu Buana University, Yogyakarta). The independent variables in this study consisted of Brand Image, Product Quality, and Electronic Word Of Mouth. While the dependent variable is Purchase Decision. This study used a quantitative approach. The population in this study is students of the faculty of economics, Mercu Buana University, Yogyakarta. Sampling using proportionate stratified random sampling method.

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Mitić, Sanja. "Word of mouth on the Internet: Cross-cultural analysis." Marketing 51, no. 2 (2020): 88–97. http://dx.doi.org/10.5937/markt2002088m.

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Basusena, Yahya Thariq Albab, and Dewi Puri Astiti. "Word Of Mouth: Dahulu, Kini Dan Nanti." Psikobuletin:Buletin Ilmiah Psikologi 1, no. 3 (2020): 196. http://dx.doi.org/10.24014/pib.v1i3.9855.

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Word of mouth salah satu bentuk media pemasaran yang telah ada sedari dulu menunjukkan eksistensinya di tengah gempuran berbagai bentuk media pemasaran masa kini. Artikel ini berusaha menjelaskan bagaimana eksistensi word of mouth di masa kini dan bagaimana word of mouth dapat mempengaruhi perilaku konsumen dalam melakukan proses pembelian dalam kehidupan sehari-hari melalui kajian literatur. Dinamika yang terjadi antara word of mouth dan perilaku keputusan pembelian konsumen dapat terkait dengan teori keputusan pembelian. Dalah teori keputusan pembelian word of mouth dapat menjadi sumber info

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Maknun, Luklu'ul, and Wisnu Mahendri. "PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CUSTOMER EXPERIENCE TERHADAP WORD OF MOUTH PADA SKINCARE BRAND EMINA." Journal of Information Systems Management and Digital Business 1, no. 2 (2023): 33–42. http://dx.doi.org/10.59407/jismdb.v1i2.183.

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This research aims to find out: 1) product quality influences word of mouth, 2) price perception influences word of mouth, 3) customer experience influences word of mouth, product quality, price perception and customer experience simultaneously influence word of mouth. mouth on Emina's bran skincare. The population in this research are consumers who use Emina products. The sampling technique used purpose sampling, data was obtained by distributing questionnaires to 90 respondents. The data analysis technique in this research is descriptive analysis, classical assumption testing and Multiple Li

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Gusrilia Nelsa and Adek Kurnia Fiza. "Pengaruh Electronic Word Of Mouth (E-Wom) terhadap Keputusan Pembelian Konsumen di Marula Coffee and Hungry Pasaman Barat." Jurnal Ilmiah Dan Karya Mahasiswa 2, no. 4 (2024): 70–82. http://dx.doi.org/10.54066/jikma.v2i4.2308.

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This research aims to find problems related to electronic word of mouth on consumer purchasing decisions. This research uses quantitative descriptive research with a causal associative approach to determine the influence of electronic word of mouth on purchasing decisions. This research sampled 204 respondents from a population of 1,654 per month using purposive sampling techniques. Data was collected through a questionnaire distributed via Google Form with a Likert scale. The data collection technique was carried out using a questionnaire with a Likert scale that had been tested for validity

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Ahmad, Rosmalia, and Diah Febrina. "Motif Melakukan Electronic Word of Mouth oleh Konsumen." CoverAge: Journal of Strategic Communication 8, no. 2 (2018): 1–13. http://dx.doi.org/10.35814/coverage.v8i2.585.

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Electronic word of mouth communication (eWOM) can reach more consumers through new media such as social media, blog, website, and so forth. The purpose of this study is to determine the level of motivation to perform electronic word of mouth (eWOM) by consumers. This research used electronic word of mouth (eWOM) and the motives for giving electronic word of mouth (eWOM) as a concept. The results show that altruism, social benefits, and venting feeling are considered as the motivation for giving electronic word of mouth (eWOM) by consumers. While self-improvement is a dimension that does not mo

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Brenner, Paul, and Ellen M. McGee. "Case Study: Word of Mouth." Hastings Center Report 26, no. 4 (1996): 19. http://dx.doi.org/10.2307/3527602.

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Krishnan, Suraj, and L. C. "Word of Mouth Marketing Strategy." International Journal of Computer Applications 182, no. 2 (2018): 1–6. http://dx.doi.org/10.5120/ijca2018917447.

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&NA;. "Word-of-mouth works best." Inpharma Weekly &NA;, no. 953 (1994): 6. http://dx.doi.org/10.2165/00128413-199409530-00010.

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Lee, Mira, and Seounmi Youn. "Electronic word of mouth (eWOM)." International Journal of Advertising 28, no. 3 (2009): 473–99. http://dx.doi.org/10.2501/s0265048709200709.

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Blazevic, Vera, Wafa Hammedi, Ina Garnefeld, et al. "Beyond traditional word‐of‐mouth." Journal of Service Management 24, no. 3 (2013): 294–313. http://dx.doi.org/10.1108/09564231311327003.

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Wangenheim, Florian v. "Postswitching Negative Word of Mouth." Journal of Service Research 8, no. 1 (2005): 67–78. http://dx.doi.org/10.1177/1094670505276684.

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Haywood, K. Michael. "Managing Word of Mouth Communications." Journal of Services Marketing 3, no. 2 (1989): 55–67. http://dx.doi.org/10.1108/eum0000000002486.

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Martin, William C., and Jason E. Lueg. "Modeling word-of-mouth usage." Journal of Business Research 66, no. 7 (2013): 801–8. http://dx.doi.org/10.1016/j.jbusres.2011.06.004.

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Groeger, L., and F. Buttle. "Deciphering Word-of-Mouth Marketing Campaign Reach: Everyday Conversation Versus Institutionalized Word of Mouth." Journal of Advertising Research 56, no. 4 (2016): 368–84. http://dx.doi.org/10.2501/jar-2016-043.

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Toder-Alon, Anat, and Frédéric F. Brunel. "Peer-to-peer word-of-mouth: word-of-mouth extended to group online exchange." Online Information Review 42, no. 2 (2018): 176–90. http://dx.doi.org/10.1108/oir-09-2016-0290.

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Purpose The purpose of this paper is to investigate how peer-to-peer word-of-mouth (PPWOM) conversations evolve over time because of the dynamic social nature of the community in which they take place. Design/methodology/approach This study analyzed PPWOM conversations in an online community website for new and expectant mothers. Two data collection phases were undertaken during a four-year period. In phase I, messages were collected for a one-month period from five different bulletin boards (i.e. cross-sectional data) and at two points in time (i.e. semi-longitudinal). In phase II, a full lon

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Pu, Zhou. "The Influence of Golf Caddies’ Service Justice on the Word-of-Mouth and Golf Tourists’ Behavioral Intention in China." Advances in Social Sciences Research Journal 11, no. 4 (2024): 22–40. http://dx.doi.org/10.14738/assrj.114.16779.

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Prior studies of service justice’s influence on customer’s behavioral intention and word-of-mouth have been conducted in many fields, such as business and marketing, while the influence in golf tourism marketing needs to be examined. Therefore, the purpose of this study is to analyze the structural relationship among golf caddies’ service justice, word-of-mouth of golf resorts and behavioral intention of golf tourists in China. 417 data were collected by convenient sampling method and analyzed with SPSS and Amos, using correlation analysis, structural equation model analysis and meditation tes

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Kevin, Lucas, and Miharni Tjokrosaputro. "Pengaruh Perceived Price Dan Country Of Origin Terhadap Repurchase Intention Merek Minuman Xing Fu Tang Di Jakarta: Word Of Mouth Sebagai Variabel Mediasi." Jurnal Manajerial Dan Kewirausahaan 3, no. 1 (2021): 52. http://dx.doi.org/10.24912/jmk.v3i1.11287.

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The purpose of this research is to examine whether 1) perceived price can effect repurchase intention. 2) perceived price can effect word of mouth. 3) country of origin can effect repurchase intention. 4) word of mouth can effect repurchase intention. 5) word of mouth mediates the effect perceived price on repurchase intention. Sample was selected using convenience sampling method amounted to 200 respondents. The result of this study show that perceived price and country of origin have not significant influence on repurchase intention, perceived price has significant influence on word of mouth

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Son, Yeong-Jun, and Hyun-Cheol Lim. "The Effects of Word-of-mouth information characteristics of YouTube Food Content on Word-of-mouth Intention: Focusing on the Mediating Role of trust." Foodservice Management Society of Korea 26, no. 1 (2023): 225–47. http://dx.doi.org/10.47584/jfm.2023.26.1.225.

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This study verified the relationship between word-of-mouth information characteristics and word-of-mouth intention of YouTube food content and verified the mediating effect of trust. The results are as follows. First, consensus, vividness, timeliness among word-of-mouth information characteristics of YouTube food content had a statistically significant positive(+) effect on trust. However, community interaction did not appear to have a significant effect on trust. Second, trust was found to have a positive(+) effect on word-of-mouth intention. Third, among word-of-mouth information characteris

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Gontur, Silas, Paul Dung Gadi, and Esther Bagobiri. "The moderating effect of positive word-of-mouth between service quality and customer loyalty in the hospitality sector: A PLS-SEM approach." Journal of Economics and Management 44 (2022): 266–85. http://dx.doi.org/10.22367/jem.2022.44.11.

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Aim/purpose – The main objective of this research is to investigate the relationship between service quality and customer loyalty and the moderating effect of positive word- -of-mouth on this relationship in the hospitality sector, in North Central Nigeria. Design/methodology/approach – The research adopted a quantitative technique. Data were collected through a survey technique and Statistical Package for Social Science (SPSS) version 25.0 was used for descriptive analysis. Then SmartPLS 3.3.7 was em- ployed to examine relations between service quality, customer loyalty, and positive word-of-

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ruhamak, M. Dian, and Budi Rahayu. "Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare." Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri 2, no. 1 (2016): 188–204. https://doi.org/10.30737/ekonika.v1i2.14.

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Penelitian ini bertujuan mengetahui seberapa besar pengaruh Word Of Mouth terhadap Purchase Intention melalui Brand Image pada lembaga kursus bahasa inggris Dynamic English Course Pare – Kediri. Penelitian ini menggunakan metode SEM PLS dengan bantuan software SmartPLS didapatkan hasil signifikansi pengaruh Word Of Mouth terhadap Brand Image, Word Of Mouth Terhadap  Purchase Intention, Brand Image terhadap Purchase Intention dan Word Of Mouth Terhadap Purchase Intention melalui Brand Image sebesar 24,3%, 65,3%, 33,6% dan 46,4%. Dengan demikian semua dinyatakan signifikan karena semu

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Sugianto, La Ode. "ANTECEDENT AND KONSEKUEN WORD OF MOUTH." Equilibrium: Jurnal Ekonomi Syariah 4, no. 1 (2017): 155. http://dx.doi.org/10.21043/equilibrium.v4i1.1635.

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<p><em>This research intended to analyze the antecedent and consequent of word of mouth at Sultan Agung Islamic University, Semarang. After distributing the relevant questionnaires to 99 students or research subjects, all usable questionnaires were returned. Then the collected data were analyzed by using Structural Equation Modeling with Smart PLS 3.0 software. Research findings showed that institution image has positive significant effect on word of mouth and students’ loyalty. Furthermore students’ satisfaction has positive significant effect on word of mouth and students’ loyalt

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Attaallah, Haneen Ragheb. "FROM TRADITIONAL TO ELECTRONIC WORD-OF-MOUTH." International Journal of Research in Commerce and Management Studies 04, no. 06 (2022): 125–35. http://dx.doi.org/10.38193/ijrcms.2022.4607.

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The purpose of this paper is to present the concept of one of the most effective marketing tools: Traditional Word-of-Mouth (WOM) and Electronic Word-of-Mouth (eWOM). First, the paper mentioned the different definitions for both of them and their elements and features. Why have they become one of the essential marketing tools? Then the similarities and differences between WOM and eWOM have been explained. After that, the paper summarized the factors that led to the transfer and the digitized of Word-of-Mouth. In addition, the paper mentioned the impact of both Traditional Word-of-Mouth (WOM) a

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Juniarta, Pande Putu, Retno Juwita Sari, Kadek Wira Adi Saputra, and I. Nengah Dasi Astawa. "Analisis Electronic Word of Mouth (e-WOM) dalam Keputusan Menginap." Jurnal Manajemen Perhotelan dan Pariwisata 6, no. 2 (2023): 547–54. http://dx.doi.org/10.23887/jmpp.v6i2.64036.

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Electronic Word of Mouth (eWOM) mempunyai pengaruh yang signifikan terhadap industri akomodasi. Di era digital saat ini dan meningkatnya ketergantungan pada Internet, ulasan dan rekomendasi yang dibagikan melalui platform online memainkan peran penting dalam persepsi wisatawan dan pemilihan akomodasi. Tujuan penelitian ini untuk menganalisis pengaruh electronic word of mouth terhadap keputusan menginap wisatwan di Richland Glamping Bali. Sumber data penelitian ini adalah data primer yang berasal dari sampel yaitu wisatawan yang menginap di Richland Glamping Bali. Data menggunakan sampel jenuh

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Dhewi, Titis Shinta, and Mickhael Kurnianto. "Social Media Marketing and Its Influence on Brand Equity: The Mediating Role of Word of Mouth and E-Word of Mouth." Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB) 11, no. 01 (2023): 1–11. http://dx.doi.org/10.21009/jpeb.011.1.1.

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Abstract:

The purpose of this study is to examine the nexus between social media marketing and brand equity, and the role of word of mouth and electronic in mediating this connectivity word of mouth. A quantitative approach with a descriptive explanatory design is employed to estimate the link between the variables observed. The study adopts purposive sampling technique with a sample size of 200 participants, and data is analyzed using Path Analysis with Warp-PLS 3.0. The findings indicate that social media marketing positively influences brand equity, and both word of mouth and e-word of mouth play a v

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Hulu, Meitolo, Fenisa Putri, Stephanie Natasya, and Michelle -. "DAMPAK MEDIA SOSIAL DAN WORD OF MOUTH TERHADAP OVERTOURISM." Jurnal Pariwisata 8, no. 2 (2021): 106–15. http://dx.doi.org/10.31294/par.v8i2.10968.

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ABSTRAKEra digital telah mengubah gaya hidup masyarakat menjadi pengguna media sosial. Penggunaan media sosial menjadi meningkat dalam menyebarkan berita maupun dalam mencari berita. Informasi pariwisata dan berbagi pengalaman berwisata sering dilakukan oleh wisatawan melalui media sosial yang memicu ketertarikan calon wisatawan untuk berkunjung di suatu destinasi. Penelitian ini menganalisis dampak media sosial dan word of mouth terhadap over-tourism dengan pendekatan kuantitatif menggunakan alat analisis Smart PLS 3. Metode survey digunakan untuk menyebarkan kuesioner kepada 106 mahasiswa ya

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