eWOM credibility on social networking sites: A framework

Social networking sites (SNS) offer brands the ability to spread positive electronic Word of Mouth (eWOM) for the purposes of building awareness and acquiring new customers. However, the credibility of eWOM is threatened of late as marketers increasingly try to manipulate eWOM practices on SNS. A greater understanding of eWOM credibility is necessary to better enable marketers to leverage true consumer engagement by generating credible peer-to-peer communications. Yet, to date, there is no one framework synthesising which factors constitute eWOM credibility in the online environment. This paper revisits the word of mouth credibility literature and proposes a new credibility framework – the 4Cs of eWOM Credibility: Community, Competence, Content, and Consensus.     

From desire to help to taking action: Effects of personal traits and social media on market mavens’ diffusion of information

While extant research has studied traits of market mavens and the link from mavenism to market helping behavior, there is a need for more research to understand personal and contextual factors that influence actual recommendations of products and differences among market mavens with different traits in that respect. In this study, we took research in the area of market mavenism one step further and investigated the role of personal traits such as self‐esteem and susceptibility to normative interpersonal influence, and the contextual factor of social media, in the frequency of recommendations. We hypothesize that while market mavens with lower self‐esteem are likely to engage in less frequent recommendations, negative effect of their lower self‐esteem is attenuated when they use social media platforms as their medium of choice. Our findings lend support to our hypotheses, including the triple interaction effect between self‐esteem, choice of social media, and market mavenism on market recommendations.     

港口散粮输送设备安全防护措施浅析

本文分别从防护装置、防爆措施和安全管理等方面介绍了港口散粮输送设备的安全防护措施.     

220kV南冶变电站6#电容器爆炸越级跳闸事故分析

文章总结分析了南冶变电站6＊电容器爆炸引发动1＊主变压器低压侧进线开关保护动作的原因,分析得出：解决类似事故既需要加强谐波处理,确保电容器稳定运行,又需要加强建立继电保护管理制度,确保变电站稳定运行。     

220kV南冶变电站6~#电容器爆炸越级跳闸事故分析

文章总结分析了南冶变电站6~#电容器爆炸引发动1~#主变压器低压侧进线开关保护动作的原因,分析得出:解决类似事故既需要加强谐波处理,确保电容器稳定运行,又需要加强建立继电保护管理制度,确保变电站稳定运行。     

基于4C理论的新疆旅游产品口碑营销

本文以劳特朋的"4C理论"为基础,从促销宣传、资源利用及服务质量三个层面对新疆旅游产品营销现状进行了分析,提出了基于消费者、成本、便利性及沟通四个方面实施口碑营销策略的构想。     

Internet and tourism ‐ part v: Starasiatravel.com

ABSTRACT

The purpose of this study was to examine the interrelationships between cultural familiarity (CF), Korean cultural involvement (KCI), involvement with Korean celebrities (IKC), attitude toward a country (ATCOUN), and word-of-mouth (WOM) toward Korea. Survey data were collected from 358 Tanzanian college students within Tanzania in March of 2017. The findings reveal that CF exerted a positive and significant influence on KCI, IKC, and ATCOUN. Moreover, KCI positively and significantly forms both IKC and ATCOUN. Additionally, IKC was a positive influence on ATCOUN. ATCOUN was demonstrated to be a significant predictor of WOM, while KCI was demonstrated to act as a partial mediator between CF and ATCOUN. IKC was a partial mediator between CF and ATCOUN. IKC was a full mediator between KCI and ATCOUN.     

Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Abstract

Social media are increasingly populated with brand messages that are linked to timely events, a practice that is also known as real-time marketing (RTM). In this study, we examine whether RTM is an effective strategy to boost sharing behaviour, and if so, what moment- and content-related characteristics contribute to its effectiveness. A content analysis of brand tweets from Nielsen’s top-100 advertisers (n?=?1500) shows that RTM positively affects word of mouth. RTM is especially a more effective strategy when brand messages are linked with unpredictable events (vs. predictable). This can be explained by the meaningfulness dimension of creativity; brands make a more meaningful connection to timely moments in unpredictable RTM than in predictable RTM. Furthermore, we found support for the beneficial effects of moment-driven visuals; RTM messages are shared more when public events are visually integrated with those messages. No such effect was found for moment-driven hashtags.     

Does Value for Money Create Advocates? A Study in the International Airline Services Industry

ABSTRACT

New carriers and business models have dramatically transformed the aviation industry. Using feedback ratings from 109 carriers and 36,710 passengers, this study first shows that emerging market airlines typically offer better value-for-money propositions than their established competitors. The study then relates perceived value for money with recommendation intention. The relationship is very strong without significant outliers; true loyalty shown by such customer advocates drives a service firm's profitability. Even the best entrenched airlines should not ignore this change in competitive climate, but respond by focusing on value for money as the standard for their business model's value proposition.     

Customer-based corporate reputation of a service firm: scale development and validation

Although corporate reputation has attracted significant attention among marketing scholars, current measures of it do not adequately capture the perceptions of the most important stakeholder group, customers, and often overlook its relationship to important customer-outcome variables. In this article, we identify dimensions of customer-based corporate reputation and develop scales to measure these dimensions (Study 1). Based on comprehensive validation procedures across three service firm types, we found support for a five-dimensional scale with the following dimensions: Customer Orientation, Good Employer, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In Study 2, using a second sample, we validate our scale and examine its relationship with important customer-outcome variables—customer satisfaction, loyalty, trust, and word of mouth. Most of the reputation dimensions were strongly associated with important outcome variables, with a few exceptions. We discuss the results with reference to the marketing implications.