The likelihood of electronic word-of-mouth (e-WOM) adoption is useful for academics and practitioners to understand the persuasion. To address this issue, the attitude-intention link was often assumed in information systems (IS) literature without further examinations in the persuasion contexts. This study develops a theoretical model, grounded in the elaboration likelihood model (ELM), to asse...

Information and communication technologies have given rise to large-scale online word-of-mouth (WOM) referral networks which allow consumers to share information about products. With a larger online referral network, consumers are exposed to higher volume of WOM. Given the increased amount of WOM, consumers could face more intensified social pressures which would alter their adoption behaviors....

This paper addresses the discount pricing in word-of-mouth (WOM) marketing. A new discount strategy known as the Infection-Based Discount (IBD) strategy is proposed. The basic idea of the IBD strategy lies in that each customer enjoys a discount that is linearly proportional to his/her influence in the WOM network. To evaluate the performance of the IBD strategy, the WOM spreading process is mo...

By reviewing the literature on word-of-mouth communications and opinion leadership, a theoretical model for epinions is proposed via comparing the epinions with the traditional WOM and opinion leadership model in five facets: (1) The changing environment of interpersonal communication fostered by the Internet and increasing epinion sites; (2) Comparison of the interactive process of epinions an...

Word of mouth (WOM) has a strong effect on consumer behavior. A sentimental lexicon, i.e. SentiWordNet is useful for the task of WOM sentiment classification. However, most current related research ignores the problem that too many objective words are defined in SentiWordNet. In this research, we focus on the effect of objective words on the performance of WOM sentiment classification, and prop...

A critical element of word of mouth (WOM) marketing (aka buzz marketing) is to identify central actors with high degree in the social network to serve as seeds. However, seed identification typically requires data on the full network structure, which is often unavailable. We examine WOM seeding strategies motivated by the friendship paradox to get higher degree nodes without knowing network str...

Objective Successful development of tourism in many tourism destinations around the world depends on how to manage tourists’ perceptions by marketing managers and tourism planners. Thus, any information source about the tourists is of high importance that can be used to affect their beliefs towards the religious destinations. Therefore, it is important to identify the formation of such percept...

In the Internet environment, electronic word-of mouth plays an important role in affecting consumers’ attitude toward product and service. However, there exists a widespread situation that consumers may receive two-sidedness e-WOM (An e-WOM has both positive and negative message about the same object), and past research has shown that gender differences and situational involvement affect consum...

I this paper, we investigate the effectiveness of a firm’s proactive management of customer-to-customer communication. We are particularly interested in understanding how, if at all, the firm should go about effecting meaningful word-of-mouth (WOM) communications. To tackle this problem, we collect data from two sources: (1) we implement a large-scale field test in which a national firm created...

With the high penetration of Internet, consumers now can share their consumption experience online. Word-of-mouths (WOMs) are now an important information source to get product and service information before making purchase decision. However, not all consumers tend to share their own consumption experience online, the question then arises about which kinds of consumers will share WOMs online. T...