Understanding the Power of Word-of-Mouth
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 and retard negative word-of-mouth are also highlighted.
KEYWORDS
Word-of-mouth communication; Advertising; Internet
... The existence of positive WOM will be able to create a brand image of a product. Several studies have found that word of mouth effectively improves brand image (Dam, 2020;Gildin, 2022;Hatta, 2020;Wibowo & Setyaningsih, 2021;Savitri & Wibisono, 2022). ...
... Dam's (2020) research in Vietnam found that brand image positively relates to positive word of mouth. Gildin (2022) reveals that word of mouth has been considered one of the most potent forms of communication in today's market. It is in the interest of organizations to promote positive word of mouth and inhibit negative word of mouth, which can harm the company or brand image. ...
... It aligns with Dam's (2020) and Gildin's (2022) research. Wibowo and Setyaningsih (2021), Hatta (2020), and Savitri and Wibisono (2022) state that word of mouth has a positive and significant effect on brand image. ...
The growing property industry in Indonesia is a very promising opportunity for property business people, especially in Bali. But in offering property products today a new problem arises where the ability of marketers to spearhead in offering their products. This study aims to analyse the effect of digital marketing and word of mouth on purchase intention with brand image as a mediator. The object of this research is the property industry in Bali Province. The sample in this study were 100 respondents at least 25 years old, using online media to find information about property, and having plans to buy property in Bali. The data collection method is a survey method with a questionnaire. The analysis technique used is inferential analysis technique with Partial Least Square (PLS). The results found that digital marketing and word of mouth have a significant positive effect on purchase intention. In addition, brand image is proven to be able to mediate the influence of digital marketing and word of mouth on purchase intention. This proves the theory of planned behaviour that consumer intentions are based on trust in information obtained through online media or directly from someone who is considered credible. Property agent marketers in Bali are expected to take advantage of digital marketing by advertising to make it easier for consumers to remember property agents so as to attract more potential customers.
... Word-of-mouth (WOM) is one of the promotional medias because word-of-mouth communication is considered more convincing because it comes from a source who is satisfied with a certain product and then conveys information about the product to others. WOM is also easier to do and more targeted than other promotional methods, (Gildin 2022;Ermeç, 2022;Budaya et al, 2022;and Bastos & Moore, 2021). ...
The genestick product is a stick-shaped snack product made from onions in the Manado local language called kue kering biji-biji. This cake is produced by students from Politeknik Negeri Manado who are managed in groups in the form of micro-entrepreneurship, since it was sold it has stagnated, because it only uses a promotion strategy using a social media platform. Since the marketing strategy changed through word of mouth marketing, sales have increased. The purpose of this study was to analyze the effect of word of mouth marketing strategies on consumer buying interest in ginestick products. The research method used is quantitative descriptive, with data collection techniques through surveys, of 50 respondents. The analytical tools used are validity and reliability tests, correlation tests, regression tests, determination tests and hypothesis testing through the T test and F test. From some of these tests it is found that consumer buying interest is influenced by word of mouth marketing strategies. At the significance level of the hypothesis test (T and F tests) (0.001) and < the research error rate of 0.05 and with a coefficient of determination of 61.6%, it has a positive effect, which means that the higher the Word of mouth marketing, the higher the buying interest of Genestick product consumers.
... The factors comprise word-of-mouth promotion, social norms, healthy dietary concerns, and oral health. Studies have shown that word-of-mouth promotion influences product consumption (Gildin, 2022;Liu et al., 2021). Similarly, previous studies have shown that social norms influence consumers' product consumption (Ali et al., 2023;Hosta, & Zabkar, 2021). ...
Health problems have increased because of modern lives, especially in young people because of poor nutrition and improper eating habits. Inspired by Islamic teachings, especially the Quran and the Sunnah of the Prophet Muhammad (PBUH), this study attempts to investigate the factors impacting Sunnah-based product consumption among Muslim college students. Data were gathered by utilizing a correlational research approach and questionnaires given to 476 Muslim university students. According to the study, 96.6% of respondents were aware of Sunnah-based products, and a sizable majority (93.9%) favored them. Childhood exposure to such products (44.3%) points to familial or cultural impacts. The frequency of consumption varied, though, with 41.8% consuming Sunnah-based goods on occasion. Taste concerns were negligible (12.0%) and accessibility issues (23.9%) emerged as the main obstacles to consumption, followed by high pricing (56.5%). Positive sentiments notwithstanding, real-world barriers impede widespread adoption. These results highlight how critical it is to remove obstacles preventing Muslim youth from using Sunnah-based products. Interventions can be designed to encourage healthy eating habits in line with Islamic teachings by knowing the factors influencing their decisions. This will ultimately improve the general health and well-being of Muslim communities.
... As per (Gildin, 2022), word-of-mouth or communication refers to individuals or groups giving recommendations for a product or service to share personal information. ...
The nursing service is essential to hospital patient recovery. It also shows the hospital's healthcare performance. This study examines how nursing quality affects word-of-mouth communication among RS X Bandar Lampung hospitalized patients in 2023. A true Experimental Design with a posttest-only control group was adopted. The sample included 80 people, divided equally into 40 intervention and 40 control groups. The control and intervention groups showed significant differences in service quality, including empathy, tangibility, assurance, reliability, and responsiveness (p-value = 0.000 < 0.05). Significant differences in word-of-mouth communication were seen between the control and intervention groups (p-value = 0.000 < 0.05). The simple linear regression test significantly impacted empathic nursing service quality (p-value < 0.05). The quality of tangible nursing services was also affected (p-value < 0.05). The quality of nurse service assurance also had an impact (p-value < 0.05). Nurse attentiveness impacted word-of-mouth communication in control and intervention group patients (p < 0.000 < 0.05). Nursed service reliability impacted word-of-mouth communication in treatment and control groups (p-value = 0.004 < 0.085). The management of X Hospital Bandar Lampung must constantly teach nurses about nursing service quality. They should also assess training success by measuring nurse service quality with patient surveys and questionnaires.
... The study by Gildin highlights the immense power of word-of-mouth in shaping online behavior, particularly in the context of social media platforms with hundreds of millions of users [5] . This 'bystander effect' enables users to self-discipline rather than being supervised online. ...
With the increasing development of social media in today’s society, the development of new media is also accompanied by the impact on self-identity and the spread of false information on the network, which makes user cognition more easily misled and leads to over-dependence. Based on the “cognitive dissonance theory”, “existence theory” and from the perspective of users and the background of the current use of social media, this paper analyzes the impact of social media on self-identity, the spread of rumors and false information, and excessive dependence, and finally discusses its regulation measures.
... From the perspective of pro-quality impact, the issue of whisper marketing deserves attention. Although in itself, as a phenomenon involving the free, spontaneous expression of opinions about a specific product, it can be considered a pro-quality activity, allowing to gain objective information about the product and save time (Gildin, 2002), whisper marketing is also used increasingly as a marketing tool, in addition to being practical (Rashmi & Tripathi, 2020;Permata & Hoev, 2023), and sometimes used as a scam (He et al., 2021;Lu, 2023). The effects of its use are usually interspersed with genuine reviews; however, in reality, it is camouflaged advertising of a specific product or discouraging the purchase of a competing product. ...
Purpose: The primary objective of this paper is to analyze the socio-cultural factors that shape the attitudes of Generation Z and Generation Alpha towards quality in products and services. Methodology: The paper employs a multi-disciplinary approach, integrating insights from sociology, cultural studies, and consumer behavior. It examines the influence of media, family, and social groups on forming quality-conscious attitudes among young people. Results: The research reveals that media can both promote and undermine quality consciousness, depending on the nature and quality of the content. Family background, particularly parents’ education level, significantly influences young people’s awareness and understanding of quality. Social groups can reinforce or challenge family values and set high-quality standards if linked to shared hobbies, activities, or goals. Theoretical Contribution: This paper contributes to the literature on consumer behavior and quality consciousness by comprehensively analysing the socio-cultural factors influencing young people’s attitudes towards quality. It introduces the concept of quality-conscious attitudes as a three-component model encompassing knowledge about quality, feelings of desirability and legitimacy, and developed habits. Practical Implications: The findings of this research have practical implications for marketers, educators, and policy-makers. They highlight the need for quality education and awareness campaigns targeting young people and underscore the role of media, family, and social groups in shaping attitudes towards quality.
This study aimed to discover the importance of Electronic Word-of-Mouth (eWOM) using the TikTok application on consumers' purchase intentions for local cosmetics, specifically among female college students studying in Metro Manila, Philippines. The advancement of technology has proven to be essential in introducing products and brands to the market, warranting further investigation. The researchers gathered data through purposive sampling with a sample size of 384 students, calculated using Cronbach's Formula based on the 351,285 NCR student population data from CHED, with a 5% margin of error and 5% alpha. The data was analysed using the binary logistic regression model. The study revealed that the percent distribution of each variable generally resulted in ratings of 3 and 4, indicating "strongly agree" and "agree." The collinearity test showed that no independent variables were highly correlated with each other, satisfying the non-multicollinearity assumption. With the help of backward stepwise regression, findings indicated that among the six independent variables (frequency of exposure, retention to viewer, credibility of the product review, quality of videos, information usefulness, and information adoption), only the variable "Information Adoption" is significant in explaining the purchase intention of the respondents. This implies that an increase in information adoption ratings increases the odds of purchase intention towards local cosmetic products utilizing TikTok eWOM.
Chapter 3 teaches you what strategy is, why it is important and what it looks like in actuality. The chapter focuses on the importance of thorough research as the first (and most integral) stage of strategy development. It provides you with practical advice on what, where and how to research at the beginning of the social media strategy development process. A key focus of this chapter is the importance of audience research and the development of personas to understand the customer journey on social media.
Leveraging online word of mouth in schools can enhance communication, collaboration, and community building among students, faculty, parents, and other stakeholders, contributing to a more positive and engaging learning environment. Online word of mouth serves as a dynamic and influential communication channel in the digital landscape, offering reach, immediacy, interactivity, and persuasive power. By understanding its characteristics and leveraging its potential, individuals and organizations can effectively communicate, engage with their audience, and achieve their communication objectives in the digital era. In this study sentiment, volume, source credibility, content characteristics, engagement, platform and timing influenced the dynamics, impact, and outcomes of using online word of mouth of Eulogio “Amang’ Rodriguez Institute of Science and Technology (EARIST) students, faculty, parents, and other stakeholders as a channel in communication.
This research looks into the connection between customer relations and Word-of-Mouth (WOM) marketing among 377 customers of Personal Care Service Businesses in Tacurong City through the lens of Sustainable Development Goals (SDG) 8. Employing a quantitative design with a descriptive-correlational technique and stratified random sampling in selecting the respondents, the research aims to quantify the levels of customer relation and WOM marketing and determine any significant correlations between them. Statistical tools such as Mean, Pearson Product Moment Correlation, and Multiple Regression Analysis were employed to review the data from the questionnaire. Result reveal a high level of customer relations and WOM marketing among personal care service businesses in Tacurong City. However, A moderately positive Pearson's Product Moment Correlation is shown withcorrelation between customer relations and WOM marketing. Furthermore, Multiple Regression Analysis shows that care and personal connection has a significant influence on WOM marketing, while familiarity, and employee competence domains of customer relations do not significantly influence WOM marketing. With the results findings, the correlation between customer relations and WOM marketing in Tacurong City's personal care service businesses, aligns with Decent Work and Economic Growth is the eighth Sustainable Development Goal. By improving customer relations and leveraging effective word-of-mouth marketing, personal care service businesses in Tacurong City can experience economic growth and create more decent work opportunities. Enhanced business performance and competitiveness can lead to job creation, better working conditions, and a more vibrant local economy, contributing to sustainable development in the community.
Keywords: customer relations, WOM marketing,, sustainable development goal, care, personal connection
Examines the importance of the verbal exchange of positive and
negative information about a firm's products and services. Presents
suggestions for learning what is being said and how to gain systematic
control over the word of mouth process. Suggests a model of this
process, including interpersonal communications among a variety of
stakeholder groups. Highlights the case of the hospitality industry, but
makes suggestions of use to all service businesses.
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