Exploring the Power of Electronic Word-of-Mouth in the Services Industry

Exploring the Power of Electronic Word-of-Mouth in the Services Industry

Sandra Maria Correia Loureiro, Hans Ruediger Kaufmann

Copyright: © 2020 |Pages: 463

ISBN13: 9781522585756|ISBN10: 1522585753|ISBN13 Softcover: 9781522585763|EISBN13: 9781522585770

DOI: 10.4018/978-1-5225-8575-6

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MLA

Loureiro, Sandra Maria Correia, and Hans Ruediger Kaufmann, editors. Exploring the Power of Electronic Word-of-Mouth in the Services Industry. IGI Global, 2020. https://doi.org/10.4018/978-1-5225-8575-6

APA

Loureiro, S. M. & Kaufmann, H. R. (Eds.). (2020). Exploring the Power of Electronic Word-of-Mouth in the Services Industry. IGI Global. https://doi.org/10.4018/978-1-5225-8575-6

Chicago

Loureiro, Sandra Maria Correia, and Hans Ruediger Kaufmann, eds. Exploring the Power of Electronic Word-of-Mouth in the Services Industry. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-8575-6

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User opinions about service experiences have been extensively acknowledged to play a key role in influencing the consumption decisions of other customers. The widespread adoption of internet technologies has amplified enormously the volume and the potential impact of such customer-generated content in the form of electronic word-of-mouth (eWOM).

Exploring the Power of Electronic Word-of-Mouth in the Services Industry is an essential research book that explores the importance of consumer perception and the influence of word-of-mouth in the digital world. Featuring a range of topics such as data mining, online engagement, and social media, this book is ideal for academicians, researchers, IT developers, marketers, managers, media specialists, and professionals.

Table of Contents

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Front Materials

Title Page

Copyright Page

Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series

Preface

Chapters

Chapter 1

Fundamentals of Electronic Word of Mouth (pages 1-17)

Adem Akbıyık, Naciye Güliz Uğur

The assistance of advancing information technology leads consumers to freely share their experiences and positive or negative opinions on consumer-generated media (CGM) platforms, including various forms of online communications such...

Chapter 2

Be or Not Be Online Engaged: Exploring the Flow From Stimuli to e-WOM on Online Retail Consumers (pages 18-34)

Sandra Maria Correia Loureiro, Ricardo Godinho Bilro

Relationship marketing is a field of knowledge that emerged in the 1980s. The relationship between online consumers and brands is embedded in the same relationship marketing paradigm but become a significant issue for companies in...

Chapter 3

Sentiment Analysis Techniques, Tools, Applications, and Challenge (pages 35-48)

Chitra A. Dhawale, Vandana V. Chaudhari

Sentiment (opinion) refers to the feelings of a human being, which are generally reflected through speech and writing in a particular natural language. The analysis of these sentiments are therefore carried with the help of natural...

Chapter 4

Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook (pages 49-68)

Xiang Ying Mei, Ingrid K. Bagaas, Erling K. L. Relling

Customer complaints are unavoidable in any businesses and how firms handle such complaints will affect the public's perception of the company's brand and reputation. While storytelling is being embraced by an increasing...

Chapter 5

Understanding e-WOM Evolution in Social Media With Network Analysis (pages 69-87)

Fatih Pinarbasi

Today's consumer is in constant interaction with the environment thanks to social media and technology. Consumers who communicate more with each other have pushed businesses to take action on this issue. In this study, network...

Chapter 6

Unraveling E-WOM Patterns Using Text Mining and Sentiment Analysis (pages 88-100)

João Guerreiro, Sandra Maria Correia Loureiro

Electronic word-of-mouth (e-WOM) is a very important way for firms to measure the pulse of its online reputation. Today, consumers use e-WOM as a way to interact with companies and share not only their satisfaction with the...

Chapter 7

Using Sentiment Analysis for Evaluating e-WOM: A Data Mining Approach for Marketing Decision Making (pages 101-123)

Zehra Nur Canbolat, Fatih Pinarbasi

Electronic word of mouth is one of the keys elements for marketing decision making. e-WOM has been focus of marketing research as technology and social media become larger part of consumers' lives. This study set out to examine...

Chapter 8

When Consumers' Complaints Fall Into Public Domain: Negative e-WOM on Social Media (pages 124-137)

Daniela Langaro, Sandra Maria Correia Loureiro, André Soares

Despite previous studies having revealed that the content created by users in social media is predominantly positive, recent studies have challenged this understanding revealing by means of sentiment analysis the predominance of...

Chapter 9

e-WOM Analysis Methods (pages 138-159)

Ioannis Stivaktakis, Angelika Kokkinaki

Electronic word of mouth (e-WOM) is rapidly becoming an empowering tool for consumers to express their experiences on services or products, on social media or other platforms. Beyond the obvious implications of such content to...

Chapter 10

Going Crazy for Reviewing: The Drivers Spreading e-WOM (pages 160-178)

Matteo Devigili, Tommaso Pucci, Niccolò Fiorini, Lorenzo Zanni

Word-of-mouth (WoM) has always exerted a great effect on consumers' behaviors and intentions. With the advent of internet, this influence has grown both in terms of potential audience reachable and of potential effect led to...

Chapter 11

Electronic Word-of-Mouth in the Service Industry: An Empirical Analysis on Sharing Economy Services (pages 179-197)

Matteo De Angelis, Roberto Florio, Cesare Amatulli

Word-of-mouth is today considered among the most effective marketing communication tools. Indeed, consumers trust more their friends or other consumers than companies, advertisements, and brands. Moreover, due to the digital...

Chapter 12

Are Online Reviews Helpful for Consumers?: Big Data Evidence From Services Industry (pages 198-216)

David D'Acunto, Annamaria Tuan, Daniele Dalli

This chapter explores the elements influencing online reviews' usefulness by focusing on the language that consumers use when writing online reviews and on reviewers' attributes. By using text mining tools, the authors...

Chapter 13

The Role of the Electronic Word-of-Mouth in the Hotel Industry (pages 217-239)

Linda Gabbianelli, Tonino Pencarelli

In the digital age, electronic word-of-mouth plays a role extremely important for the hospitality industry. Due to the intangibility of the tourism product, travelers need to seek information in order to reduce the perceived risk....

Chapter 14

Analyzing the Impact of e-WOM Text on Overall Hotel Performances: A Text Analytics Approach (pages 240-264)

Aakash Aakash, Anu G. Aggarwal, Sanchita Aggarwal

A flourishing of the importance of customer reviews has been observed in this digital era. This is especially true in hotel sector, which allows guests to express their satisfaction towards the service in the form of open-structured...

Chapter 15

An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry: The Case of Cyprus (pages 265-287)

Anna Makrides, Demetris Vrontis, Michael Christofi

The widespread access of electronic word of mouth (e-WOM) enables contemporary consumers to assess the opinions of others, irrespective of geographical boundaries, about products and services. This research examines the impact of...

Chapter 16

Communication Tools in the Customer's Journey: Application to the Tourism Sector (pages 288-316)

Mónica M. Ferreira, Sandra Maria Correia Loureiro, Helia Gonçalves Pereira

There are several paths in marketing to communicate with the consumers. More creative ways are reaching to the market increasing the fascia and trying to overcome customers' demands. Consumers have changed and are now more...

Chapter 17

The Role of WOM in Affecting the Intention to Purchase Online: A Comparison Among Traditional vs. Electronic WOM in the Tourism Industry (pages 317-333)

Ilenia Confente, Vania Vigolo, Federico Brunetti

Recent studies have focused on the influence of online word-of-mouth (WOM) on tourist behavior. However, the role of traditional versus online WOM on travel decisions remains to be expanded. This chapter addresses this research gap...

Chapter 18

Business Case of the Affiliate Marketing Business Model (pages 334-351)

Vesna Damnjanovic

This chapter will provide a description of affiliate marketing models, their advantages and disadvantages. A lot of companies use affiliate marketing models for providing better consumer acquisition and sales results in online arena...

Chapter 19

Communicating Natural Calamity: The Sentiment Analysis of Post Rigopiano's Accident (pages 352-363)

Nicola Capolupo, Gabriella Piscopo

This chapter aims at understanding the dynamics that led to the exchange and value co-creation/co-production in the interaction between P.A. and citizens during natural calamities. In addition, it proposes a horizontal communication...

Chapter 20

How Consumers Respond to Editorial Communication Strategies: Is Content Marketing Replacing Publicity? (pages 364-389)

Amélia Maria Pinto da Cunha Brandão, Sara Monteiro Machado

With the advent of Web 2.0 and the fact that brands can now communicate directly with consumers, it has been suggested that content marketing is replacing publicity. However, to the best of the authors' knowledge, no previous...

Back Materials

Compilation of References

About the Contributors

Index

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