BACKGROUND AND JUSTIFICATION Due to the advancement of technology and declining trust of customers towards traditional advertising,, there are many established companies have moved from the traditional WOM to the eWOM in order to stay competitive in the market. Throughout this research, researcher has chosen Tesco as the subject matter to be looked into. Tesco is one of the world’s largest retailers and mainly dealing with grocery and general merchandise. RESEARCH QUESTION This research is concerning about the emergence of eWOM in today’s market; what are the availability of eWOM platforms in Tesco; How is the customer’s perception and response towards the eWOM of Tesco; How eWOM platforms of Tesco actually influence or affect customer’s product judgement and purchasing decision. OBJECTIVES This research is to study the emergence of eWOM in Tesco; examine and identify the availability of Tesco eWOM platforms; evaluate the customer perception and response on the 3 selected eWOM platforms of Tesco; examine the impact of eWOM platforms of Tesco on customer purchasing decision. LITERATURE REVIEW Hennig-Thurau et al. (2004) defined eWOM as positive or negative statements or recommendation made by customers about a company and its brand message, goods or services to another person through the use of Internet (Hennig-Thurau, Thorsten., Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler (2004), "Electronic Word-OfMouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?" Journal of Interactive Marketing, 18 (1), 38-52). Emergence of eWOM in Tesco make it possible for its customers to share their thoughts and experiences about Tesco products, services and brands interactively. There are many eWOM platforms that are adopted by Tesco itself such as Facebook, Twitter, Websites, Foursquare, Blog, Forum, Emails and etc. However, researcher will only focus on the main 3 selected eWOM platforms of Tesco which
eWOM in Social Media
a study on electronic word-of-mouth in online communities
TABLE OF CONTENT
THEORETICAL FRAMEWORK 10
What is electronic word-of-mouth?. 2
Why do consumers involve in eWOM? 1.5
How do consumers adopt eWOM? 3.5
Why should businesses be aware of eWOM? 2
Each month, over 30 billion pieces of content are shared through Facebook (Facebook; Statistics)….
-2458720292100What motivates consumers to write product reviews through electronic Word of Mouth (eWOM)Course: BRM 1.1/1.2 (IBA)
Academic year: 2011-2012
Teacher: Saima BantvawalaGroup: 1.01
Student name/ID: Alemayehu Mesele Belay
Table of contents
Introduction and Problem Statement……………………………………………………………………… 2
Hypothesis development………………………………………………………………………………………… 4
Social responsibility and writing product reviews……………………………………………… 5
Economic reward and writing….
electronic word of mouth (eWOM). This change has been boosted though the evolution of social networking sites where the creation and exchange of user-generated content has been facilitated. One of the most popular social networking sites with billions of users is Facebook where the key benefits of eWOM is combined which is to reach a mass network along with developing trust in social relationships (Chu & Kim, 2011).
Although a number of researches are available on eWOM (Phelps et al, 2004, Hennig-….
1.1 Research Background
Word-of mouth communication (WOM) is the process which allows consumers to share information and opinions that direct buyers towards and away from specific products, brands, and services. Marketing research on WOM dates to the 1960’s and over time
WOM definitions have evolved In the early years, WOM was defined as face-to-face communication about products or companies between those people who were not commercial entities ( Litwin 2009)
Advertising 10,1: 1-13.
Hirishi Onishi, Puneet Manchanda 2012. Marketing activity, blogging and sales. Intern. J. of Research in Marketing 29: 221-234.
Shu-Chuan Chu, Yoojung Kim 2011, Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites, International Journal of Advertising 30,1: 47-75.
Robert V Kozinets, Kristine de Valck, Andrea C Wojnick and Sarah JS Wilner 2010, Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities, Journal….
The Effect of Electronic Word of Mouth and Online Review Characteristics on a Hotel Choice
Southeast Missouri State University
Word of mouth whether it is traditional or online is always found to have influential effect on the purchasing decision making of the consumers. It is especially seen to be more significant in the hospitality and tourism products and services since it contains more….
Social Media Effects on E-Commerce
The design of websites is increasingly incorporating social cues like helpfulness and familiarity, especially in e-commerce websites with the primary objective of facilitating the exchange relationship (Adapa, 2008). This draws on the assumption that social cues in websites evoke a social response from the visitors of the websites, which in turn leads to enjoyment. As a result, users have a tendency to patronize exciting, entertaining and stimulating….
A paid, non-personal communication delivered to audiences by mass medium where the product or service has clearly identifiable persuades and influence.
Coles ‘price down’ campaign inform people they offer a lower price than others.
Woolworth operates ‘everyday fresh’ campaign
Problem and the symptoms
Essential to separate the problem from the symptoms
Symptoms is a sign or an indication of something
Advertisement Problem is “any question or matter….
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ecosystem of consumers and companies alike. Consumers’ feedback on social media sites has become a defining and yet hardly controllable part of management marketing of luxury hotels if we think of reviews and shared experiences on social networks (eWOM). Experience marketing must consider the factor that costumers are logical thinkers who make decisions by valuing and weighing the information they acquire. To further expand this, in experience marketing, we have to add an emotional approach to services….