List of Articles electronic word of mouth

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  1 - The Effect of Components of Social Media Marketing Activities through Brand Value on Customer Responsibility in the Tourism Industry
  firouze hajialiakbari narges moosavi
  The overall objective of this research is to investigate The Effect of Components of Social Media Marketing Activities through Brand equity on Customer Response in tourism Industry. This research, in terms of purpose, is an applied research and is a descriptive-analytic More

  The overall objective of this research is to investigate The Effect of Components of Social Media Marketing Activities through Brand equity on Customer Response in tourism Industry. This research, in terms of purpose, is an applied research and is a descriptive-analytical method of causal type in a survey method. The statistical population of this research is tourists who visit Zanjan province. Due to lack of access to accurate information about statistical population, an unlimited society is considered and the sample size was 384. The sampling method in this research is simple random sampling. In this study, standard questionnaires were used by Seo and park (2018). The validity of it was based on face validity and KMO method more than (0.5) and its reliability was confirmed by Cronbach's alpha (0.965), and gathered data. Descriptive statistics were used to analyze the data using SPSS21 & LISREL 8.8 software. First, for normal variables, the results of which were calculated using the Kolmogorov-Smirnov method, each of the data was normal. The results showed social media marketing activities has positive effect on brand equity (brand awareness and brand image) although social media marketing activities has positive effect on costumer response (E-WOM and loyalty) through brand equity. At the end, according to the results of the research, practical proposals are presented. Manuscript profile
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  2 - The Effect of Customers' Negative Emotions on Negative Electronic Word of Mouth Advertising With the Mediating Role of Revenge and Desire to Improve (Case Study: Digikala Company)
  faranak khodayari Shadan Vahabzadeh  Salumeh Rajablu
  10.30495/jomm.2022.68062.1946
  Introduction: Electronic word of mouth created in the Internet and in web marketing environments, are able to attract customers 'attention and direct customers' views on the company's products and services and encourage their behavioral intentions, and therefore the pur More

  Introduction: Electronic word of mouth created in the Internet and in web marketing environments, are able to attract customers 'attention and direct customers' views on the company's products and services and encourage their behavioral intentions, and therefore the purpose of this study is to determine the effect of Negative Customer Emotions on Negative Electronic Word of Mouth with the Mediating Role of Revenge and Desire for Improvement. Methods: This research is descriptive-survey (cross-sectional) in terms of method and in terms of purpose is applied research and in terms of type is in the field of field research. The statistical population of this research consists of all customers of Digikala Company. A sample of 384 people according to the Morgan table was selected and studied by the non-probabilistic sampling method. The data collection tool is a questionnaire the validity of the questionnaire has been confirmed through convergent and divergent validity tests and its reliability using Cronbach's alpha coefficient. The structural equation analysis method has also been used to analyze the data. Results: The results of the analysis of research hypotheses using structural equation modeling showed that the negative emotions of customers have a positive effect on negative electronic advertising and the desire for revenge. The desire for revenge also has a positive effect on negative electronic word of mouth. Negative customer emotions have a positive effect on negative electronic oral advertising with the mediating role of the desire for revenge. Conclusion: Negative customer emotions have no positive effect on the desire to improve and the desire to improve has a negative effect on negative electronic oral advertising. In the end, the results showed that negative customer emotions did not have a positive effect on negative electronic oral advertising with the mediating role of the desire to improve.   Manuscript profile
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  3 - The Effect of Components of Social Media Marketing Activities Through Brand Value on Customer Responsibility in the Tourism Industry Case Study of Zanjan Province
  Firozeh hajialiakbari narges moosavi
  The overall objective of this research is to investigate The Effect of Components of Social Media Marketing Activities Through Brand equity on Customer Response in tourism Industry. This research, in terms of purpose, is an applied research and is a descriptive-analytic More

  The overall objective of this research is to investigate The Effect of Components of Social Media Marketing Activities Through Brand equity on Customer Response in tourism Industry. This research, in terms of purpose, is an applied research and is a descriptive-analytical method of causal type in a survey method. The statistical population of this research is tourists who visit Zanjan province. Due to lack of access to accurate information about statistical population, An unlimited society is considered and the sample size was 384. The sampling method in this research is simple random sampling. In this study, standard questionnaires were used by Seo and park (2018). The validity of it was based on face validity and KMO method more than (0.5) and its reliability was confirmed by Cronbach's alpha (0.965), and gathered data. Descriptive statistics were used to analyze the data using SPSS software. First, for normal variables, the results of which were calculated using the Kolmogorov-Smirnov method, each of the data was normal. With 95% accuracy, the results showed social media marketing activities has positive effect on brand equity (brand awareness and brand image) although social media marketing activities has positive effect on costumer response ( E-WOM and loyalty) through brand equity. At the end, according to the results of the research, practical proposals are presented. Manuscript profile
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  4 - The effect of brand attitude, electronic word-of-mouth advertising on the willingness to pay, higher price with the role of customer brand identity (case study: Saderat Bank)
  Ahmad Fallah Hoseini Hosein Vazifehdust Ehsaneh Nejadmohammad Nameghi
  The purpose of this research is to investigate the effect of brand attitude, electronic word-of-mouth advertising on willingness to pay, higher price with the role of customer brand identity. For this purpose, a standard questionnaire was designed and after verifying th More

  The purpose of this research is to investigate the effect of brand attitude, electronic word-of-mouth advertising on willingness to pay, higher price with the role of customer brand identity. For this purpose, a standard questionnaire was designed and after verifying the validity of the content and also verifying its reliability using Cronbach's alpha, the questionnaire was distributed among the customers of Saderat Bank who were selected by random sampling method. In order to check the research findings, Amos software was used.. The obtained results show that brand attitude has an effect on customer brand identity. Brand attitude affects customer brand equity. Electronic word-of-mouth advertising has an impact on customer brand identity. Electronic word-of-mouth advertising has an impact on customer brand equity. Customer brand identity affects willingness to pay more. Brand equity affects willingness to pay more. Key words: Willingness to pay; brand equity, customer brand identity, electronic word of mouth,, brand attitude, Manuscript profile
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  5 - A survey on the impact of electronic word of mouth advertising on brand image and consumer purchase intention (case study: Final buyers of Samsung Mobile phone in Islamic Azad university-Aliabad Katoul Branch)
  Hormoz Mehrani Mansoureh sadeghi Majid saftari
  Word of mouth advertising is recognized as one of the most effective source of information transmission. The growth of information technology and advent of on-line social media sites have changed information transmission means.electronic word of mouth advertising is a n More

  Word of mouth advertising is recognized as one of the most effective source of information transmission. The growth of information technology and advent of on-line social media sites have changed information transmission means.electronic word of mouth advertising is a new emerging phenomenon in which consumer share their experiences and evaluations of various brands and products such as mobile phones through on-line communication channels . The objective of this research is to investigate the impact of electronic word of mouth advertising on brand image and consumer purchase intentions (case study: final buyers of Samsung mobile phone in Islamic Azad university – Aliabad Katoul branch).Research methodology in this research is descriptive – survey and correlation. Research population consists of students of Aliabad Katoul branch of Islamic Azad university who are around 6400 persons. According to stratified sampling method and Kerjsey and Morgan table , Sample size was 384 persons. Data gathering technique in this research is Questionnaire which consists of electronic word of mouth Questionnaire of Bember shachez and Mengold , brand image Questionaire  of Davis and et al , and purchase intention Questionnaire of Shokla . Chrobach Alpha of all variables were above 0/7. For analyzing data, structural Equation Modelling with Lisrel software were used. Research Findings showed that electronic word of mouth adverising has positive impact on brand image and consumer purchase intention with 95 percent certainty. On  the other hand , with brand image as mediating Variable , the impact of electronic word of mouth advertising on purchase intention increases. Manuscript profile