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Journal Cover Online Information Review
  [SJR: 0.648]   [H-I: 37]   [171 followers]  Follow
    
   Hybrid Journal Hybrid journal (It can contain Open Access articles)
   ISSN (Print) 1468-4527
   Published by Emerald Homepage  [335 journals]
  • Information flow and WOM in social media and online communities
    • Pages: 902 - 904
      Abstract: Online Information Review, Volume 41, Issue 7, Page 902-904, November 2017.

      Citation: Online Information Review
      PubDate: 2017-11-06T02:48:42Z
      DOI: 10.1108/OIR-09-2017-0255
       
  • Don't be so emotional! How tone of voice and service type affect the
           relationship between message valence and consumer responses to WOM in
           social media
    • Pages: 905 - 920
      Abstract: Online Information Review, Volume 41, Issue 7, Page 905-920, November 2017.
      Purpose The purpose of this paper is to shed light on the boundary conditions of the effect of the valence of word-of-mouth on social networking sites (sWOM) on consumer responses (attitude toward the service provider, purchase intention and positive word-of-mouth intention). Specifically, the authors examine two moderators: the tone of voice (factual vs emotional) of the sWOM and service type (utilitarian vs hedonic) of the service that the sWOM is about. Design/methodology/approach A 2 (message valence: positive vs negative) × 2 (tone of voice: factual vs emotional) × 2 (service type: utilitarian vs hedonic) full-factorial between-subjects online experiment with 400 respondents was conducted and the data were analyzed using Hayes’ PROCESS macro. Findings The results show that message valence exerts a greater impact on consumer responses with factual sWOM messages compared to emotional ones. Furthermore, the impact of message valence is stronger for hedonic services compared to utilitarian services. In contrast to the authors’ expectations, there is no significant impact of matching the tone of voice to the service type. Practical implications First, for sWOM senders, factual messages are found to be more influential: backing an sWOM up with arguments and specific details increases the chance of it affecting consumers’ responses. As a result, marketers, especially of predominantly hedonic services, should encourage their followers and customers to spread positive factual sWOM about their service. Originality/value The study tests two previously unstudied moderating variables that affect the relationship between message valence and consumer responses to sWOM messages. Moreover, this study provides interesting insights for marketers and bloggers or reviewers.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:48:04Z
      DOI: 10.1108/OIR-08-2016-0219
       
  • Application of social media analytics: a case of analyzing online hotel
           reviews
    • Pages: 921 - 935
      Abstract: Online Information Review, Volume 41, Issue 7, Page 921-935, November 2017.
      Purpose Online customer reviews could shed light into their experience, opinions, feelings, and concerns. To gain valuable knowledge about customers, it becomes increasingly important for businesses to collect, monitor, analyze, summarize, and visualize online customer reviews posted on social media platforms such as online forums. However, analyzing social media data is challenging due to the vast increase of social media data. The purpose of this paper is to present an approach of using natural language preprocessing, text mining and sentiment analysis techniques to analyze online customer reviews related to various hotels through a case study. Design/methodology/approach This paper presents a tested approach of using natural language preprocessing, text mining, and sentiment analysis techniques to analyze online textual content. The value of the proposed approach was demonstrated through a case study using online hotel reviews. Findings The study found that the overall review star rating correlates pretty well with the sentiment scores for both the title and the full content of the online customer review. The case study also revealed that both extremely satisfied and extremely dissatisfied hotel customers share a common interest in the five categories: food, location, rooms, service, and staff. Originality/value This study analyzed the online reviews from English-speaking hotel customers in China to understand their preferred hotel attributes, main concerns or demands. This study also provides a feasible approach and a case study as an example to help enterprises more effectively apply social media analytics in practice.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:48:16Z
      DOI: 10.1108/OIR-07-2016-0201
       
  • m-WOM in a brand’s Facebook fan page
    • Pages: 936 - 953
      Abstract: Online Information Review, Volume 41, Issue 7, Page 936-953, November 2017.
      Purpose The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in enhancing users’ participation in Facebook as a mobile social network (m-WOM). Design/methodology/approach An empirical study was carried out by means of online interviews with structured questionnaires. To analyse the data, and estimate the hypothesised relationships in the theoretical model, the partial least squares equation modelling was used. Findings The results of the study indicate that accessing brands’ mobile Facebook fan pages can satisfy the needs of understanding, orientation and play. These needs, in turn, influence users’ attitude, as well as their active and passive participation. Besides, users’ active participation in brands’ fan pages is enhanced by the direct and positive influence of attitude and passive participation. Practical implications This research enables brands to know which aspects to highlight in their communication strategies in order to increase the user’s active participation and generate m-WOM. Brands need to post information which is not only relevant, but also entertaining and visually attractive. Furthermore, they should foster the user-brand interaction to achieve users’ engagement with the brand. Originality/value The contribution of the present research is threefold. First, it offers a new perspective in explaining eWOM participation in mobile settings based on social networks. Second, it is argued that dependency is a key driver in explaining m-WOM. Lastly, integrating parasocial integration in the authors’ model highlights the communication nature of the word-of-mouth process.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:47:55Z
      DOI: 10.1108/OIR-08-2016-0237
       
  • Do different kinds of user-generated content in online brand communities
           really work'
    • Pages: 954 - 968
      Abstract: Online Information Review, Volume 41, Issue 7, Page 954-968, November 2017.
      Purpose Due to the fact that user-generated content (UGC) and online brand communities (OBCs) are gaining popularity, the purpose of this paper is to identify the type of UGC that has a real effect on product success, in terms of the number of owners, within a popular OBC associated with video games. Design/methodology/approach Different types of UGC for 205 video games were manually collected (the number of positive and negative comments, discussions, screenshots, artwork, videos, guides developed by users and the presence of a workshop) to test their influence on product success. The proposed hypotheses were tested using multiple ridge regression analysis. Findings Results show that users look for simple and quick reviews and content about products in OBCs (i.e. guides developed by users, comments, artwork and screenshots). However, results also show that users do not guide their purchases based on UGC when the process of gaining understanding is more time consuming (i.e. reading discussions, watching videos) or requires more active involvement (i.e. workshop presence). Originality/value Limited research has been conducted on the type of UGC found in OBCs. This study contributes to the understanding of the potential influence of different types of UGC on product success. In addition, it offers managerial insights for companies into how to manage content in online communities.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:48:47Z
      DOI: 10.1108/OIR-08-2016-0229
       
  • Sharing co-creation experiences contributes to consumer satisfaction
    • Pages: 969 - 984
      Abstract: Online Information Review, Volume 41, Issue 7, Page 969-984, November 2017.
      Purpose The purpose of this paper is to analyze the effects of sharing co-creation experiences on consumers’ behavioral intentions. Increasingly often, companies interact with consumers and involve them in value co-creation, especially in the virtual environment, while more and more consumers tend to share their experiences and their related emotions socially. However, no research has addressed how the interplay of these two variables influences consumer behavior. Design/methodology/approach The authors conducted a preliminary study and a 2×2 between-subjects experiment where co-creation and sharing of emotions were orthogonally manipulated. A total of 120 participants were randomly assigned to one of the four scenarios. Findings The results show that not only do individuals participate in co-creation activities, but they also tend to share such experiences socially. But more important from a literature contribution perspective, the results confirm a joint effect of co-creation and sharing on satisfaction and repurchase intention. Thus, the effect of co-creation can be bolstered by encouraging participants to share the experience with other people. Originality/value While we can better understand the effects of co-creation in particular contexts effects such as that of sharing, the findings also contribute to the theoretical literature on social sharing of emotions as it has not been related to co-creation activities before. The results are of special relevance for those companies implementing co-creation activities, as they provide clues to increase the outcome of such initiatives in terms of consumers’ responses toward the firm.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:47:35Z
      DOI: 10.1108/OIR-09-2016-0267
       
  • Antecedents and outcomes of online brand engagement
    • Pages: 985 - 1005
      Abstract: Online Information Review, Volume 41, Issue 7, Page 985-1005, November 2017.
      Purpose The purpose of this paper is to investigate the antecedents and outcomes of online consumer brand engagement (OCBE). In addition, a mediator effect of satisfaction and brand love in the relationship between OCBE and positive electronic word-of-mouth (e-WOM) is analyzed. Design/methodology/approach Data were collected using a panel sampling with 201 participants from the millennial generation provided by the software tool Qualtrics. The online questionnaire is composed of two screening questions, the items of the constructs and a section with the socio-demographic variables. Findings Involvement and online brand experience (OBE) are important drivers of online brand engagement. Brand love is a significant mediator between online brand engagement and e-WOM. Originality/value Studies about antecedents and outcomes of online consumer engagement are rare. This paper contributes to the fledgling online consumer engagement literature by analyzing three antecedents: involvement, OBE, and self-brand image congruency. For the first time, brand love and satisfaction were considered as direct outcomes of online brand engagement. New insights are provided into the mediating role of brand love between online brand engagement and e-WOM.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:47:42Z
      DOI: 10.1108/OIR-08-2016-0236
       
  • Customer engagement on social media: how to enhance continuation of use
    • Pages: 1006 - 1028
      Abstract: Online Information Review, Volume 41, Issue 7, Page 1006-1028, November 2017.
      Purpose The purpose of this paper is to examine antecedents of customer engagement on social media and how these platforms can enhance customers’ continuation intention. Customer engagement is manifested by the continued use of social media and is expected to occur when customers have a positive attitude toward social media. Thus, the main objective of this research is to explore the factors that affect customers’ attitude toward social media, which in turn is expected to result in customer engagement. Attitude toward social media is proposed to have an impact on levels of use and satisfaction is proposed to have a direct impact on customer engagement. An extended technology acceptance model (TAM) is used as the basic model guiding this research. Design/methodology/approach The theoretical model is tested drawing on the results of empirical work in the form of a large scale survey conducted on a random sample of the US general population. Data collection resulted in 388 usable questionnaires. Structural equation modeling is used to analyze data. Findings Results of this research provide support to the research objectives. Two of the three proposed factors extending TAM, namely, perceived connectedness and enjoyment were found to have a significant effect on attitude toward social media use. Attitude toward social media use was found to have a significant effect on level of use and level of use was found to have a significant effect on continuation intention. Additionally, satisfaction was found to have a significant direct effect on continuation intention. Practical implications Findings of this research provide managers with useful insights about what they need to focus on when designing their social media strategies. Originality/value This study provides a different way of theorizing customer engagement by incorporating new variables to TAM that are particularly relevant to the social media context. It also draws a link between attitude toward social media and levels of use, which has been understudied in literature.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:48:20Z
      DOI: 10.1108/OIR-02-2016-0047
       
  • Transforming followers into fans: a study of Chinese users of the WeChat
           Official Account
    • Pages: 1029 - 1045
      Abstract: Online Information Review, Volume 41, Issue 7, Page 1029-1045, November 2017.
      Purpose Drawing upon the social cognitive and customer engagement theories, the purpose of this paper is to investigate how individuals’ simple follow, purely aiming for information but with little contribution, could affect fans behavior and make them engage in company social network (CSN). The study identifies the impact of personal motivators (follower participation motivation), environmental antecedents (perception of information quality) and individual behavior (fan engagement behavior and stickiness) on CSNs and examines the interaction relationship between the follower participation motivation and perception of information quality. Design/methodology/approach Data collected from 392 valid questionnaires from WeChat Official Account users were analyzed by structural equation modeling. Findings Personal factor such as follower participation motivation (intrinsic and extrinsic motivator) was found to be significant predictor of fan engagement behavior. Environmental factor (perception of information quality: perceived usefulness as well as perceived entertainment) was a significant factor in determining followers’ proclivity to engage in CNSs. One significant interaction effect was found: the effect of perceived entertainment on fan engagement behavior was manifested to a greater extent when followers’ participation aimed for intrinsic motivator. The second interaction effect, between the extrinsic motivator and perceived usefulness, was also found to be statistically significant. Originality/value This study enriches and extends the studies on the theories of customer engagement and social cognitive theory. It applies the above theories to CSNs and advances CSNs research by taking into consideration both personal and environmental factors (follower participation motivation and perception of information quality), and the interaction effects of the two on individual behavior.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:48:34Z
      DOI: 10.1108/OIR-01-2016-0013
       
  • Antecedents of consumer intention to follow and recommend an Instagram
           account
    • Pages: 1046 - 1063
      Abstract: Online Information Review, Volume 41, Issue 7, Page 1046-1063, November 2017.
      Purpose The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a brand community on Instagram through satisfaction, following a perception-evaluation-intention chain. Design/methodology/approach The present study suggests that both perceived enjoyment and usefulness have a positive influence on satisfaction, which in turn affects intended following and recommendation of an account on Instagram. Data are collected from 548 members of a fashion brand community official Instagram account. After the validation of measurement scales, the hypotheses are contrasted using a structural equation model. Findings Results show that both perceived enjoyment and usefulness have a positive effect on satisfaction with the Instagram account, which in turn positively affects the intention to follow and recommend the account. Specifically, satisfaction fully mediates the influence of perceptions on intentions, except for the influence of perceived usefulness on intended recommendation as these variables are also directly linked. Practical implications The findings help managers to understand consumers’ behavioral intentions on Instagram and note the relevant role of perceived enjoyment and usefulness in creating a satisfactory experience in this context. Originality/value Nowadays, brands and users are continuously joining Instagram and, as a result of its growing importance, there is a need to better understand consumer behavior in this context. This research analyses the antecedents of both the intention to follow and recommend an account on Instagram.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:48:44Z
      DOI: 10.1108/OIR-09-2016-0253
       
  • The brand personalities of brand communities: an analysis of online
           communication
    • Pages: 1064 - 1075
      Abstract: Online Information Review, Volume 41, Issue 7, Page 1064-1075, November 2017.
      Purpose Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication within that brand community. Design/methodology/approach The paper is empirical in nature. The authors use community-generated content from eight online brand communities and perform content analysis using the text analysis software Diction. The authors employ the five brand personality dictionaries (competence, excitement, ruggedness, sincerity and sophistication) from the Pitt et al. (2007) dictionary source as the basis for the authors’ analysis. Findings The paper offers two main contributions. First, it identifies two types of communities: those focusing on solving functional problems that consumers might encounter with a firm’s offering and those focusing on broader engagement with the brand. Second, the study serves as a blueprint that marketers can adopt to analyze online brand communities using a computerized approach. Such a blueprint is beneficial not only to analyze a firm’s own online brand community but also that of competitors, thus providing insights into how their brand stacks up against competitor brands. Originality/value This is the first paper examining the nature of online brand communities by means of computerized content analysis. The authors outline a number of areas that marketing scholars could explore further based on the authors analysis. The paper also highlights implications for marketers when establishing, managing, monitoring and analyzing online brand communities.
      Citation: Online Information Review
      PubDate: 2017-11-06T02:47:52Z
      DOI: 10.1108/OIR-08-2016-0235
       
 
 
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