Papers by Rym Srarfi Tabbane
Les variables sociodémographiques tels que l’âge et le genre sont considérées comme des variables... more Les variables sociodémographiques tels que l’âge et le genre sont considérées comme des variables très importantes en comportement du consommateur que ce soit dans un contexte réel ou dans un environnement virtuel. A cet égard, cette recherche se propose d’étudier le rôle de l’âge et du genre dans la relation entre l’intention d’achat du consommateur et le Bouche à oreille électronique (BAO électronique). Les données utilisées dans cette recherche ont été collectées à travers une étude empirique menée sur un échantillon de 204 internautes. Les résultats indiquent que le genre et l’âge constituent deux variables susceptibles de modérer l’intention d’achat du consommateur suite à une exposition à un BAO électronique. Les implications inhérentes pour les chercheurs ainsi que pour les praticiens ont été par ailleurs suggérées.
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"Purpose - To assess the use of structural equation modeling in one specific field of marketing r... more "Purpose - To assess the use of structural equation modeling in one specific field of marketing research, the image research
Design/methodology/approach - A meta-analysis of a sample of image marketing works using SEM. The period of investigation is limited to the last five years to test for possible positive return of previous assessments of SEM use on current SEM application.
Findings - Following this work, three major conclusions emerged: the study of homogenous samples of SEM models is required to get to accurate assessment of using the technique; SEM application is getting better probably due to learning from SEM reviews; and the reliance on a conjoint assessment of the various SEM issues is necessary to avoid parsimonious assessments. This study has provided a concise and refreshed view on the use of SEM in one marketing field, the image research.
Research limitations/implications - 47 SEM papers and 99 models along 5 years were examined through this research. Although, we reviewed four of the most consulted databases in marketing, we might miss several interesting works not available in these databases during the investigation. It is interesting to add on the works reviewed in this study and to re-conduct the analysis. Our objective is not to doubt the consistency of SEM image research but to provide writers and readers with tools that enable them produce better quality SEM research. Moreover, the quantitative analysis could be larger. Future research can consider computing other statistics. Finally, in the standards of most of marketing journals, this paper is a bit long. But as suggested by Babin et al. (2008), journal editors should allow more space to SEM-based reviews as the nature of the discussion requires lengthening.
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International Journal of Online Marketing , Jun 21, 2013
This paper examines the impact of exposure to Electronic word of mouth (EWOM) on consumer purchas... more This paper examines the impact of exposure to Electronic word of mouth (EWOM) on consumer purchase intention. More specifically, the study focuses on the mediating role of attitude towards the product in the relationship between purchase intention and EWOM exposure. To this effect, a study was conducted over a number of 204 internet users who were exposed to online hotel comments. Three distinct linear correlations were use. First, the correlation between the intention to visit the hotel and EWOM evaluation, then a second correlation between attitude towards the hotel and EWOM evaluation and finally, a third multiple regression of purchase intention on both attitude towards the hotel and EWOM evaluation. The obtained results indicate that attitude towards the product is a full mediating variable between purchase intention and EWOM evaluation. The study concludes with managerial implications recommending the use of EWOM as an efficient communication tool.
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Conference Presentations by Rym Srarfi Tabbane
To target the French senior market a multivariate market segmentation based on multiple criteria ... more To target the French senior market a multivariate market segmentation based on multiple criteria was conducted on this study. Four senior clusters have been identified. The study provides practical recommendations for each cohort.
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Despite the increased number of studies interested in electronic word-of-mouth and the great inte... more Despite the increased number of studies interested in electronic word-of-mouth and the great interest shown by researchers and practitioners in this field, the studies remain fragmented, and the attempts to unify the research are very rare.
From references to the existing literature, this study will try to provide a broad conceptual framework that can help a better understanding of the impact of electronic word of mouth on consumer behavior. For this purpose, we have used the Stimulus-Organism-Response model.
Keywords: electronic word of mouth, attitude towards the product, purchase intention, SOR model, involvement
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Reading Book 2013
"In the marketing literature, gender has been considered as having a great impact on consumer beh... more "In the marketing literature, gender has been considered as having a great impact on consumer behavior. However this concept has remained insufficiently studied in the research on marketing theory and practice. The purpose of this study is to explore the specific role of gender while being exposed to an electronic word-of-mouth (eWOM) communication. To do so, a conceptual research will be led. This study is a preliminary work which aims at developing research proposals about the role of gender during an eWOM exposure. It would help to better understand how the consumer can behave in front of this specific type of communication.
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This study focuses on the role of electronic word of mouth (eWOM) in the processing information p... more This study focuses on the role of electronic word of mouth (eWOM) in the processing information procedure. We are particularly interested in the influence of the exposure to eWOM on the Tunisian consumer’s attitude towards the product. A study was conducted on a sample of Tunisian Internet users. The relationship between exposure to eWOM and attitude towards the product was measured using a linear regression. The results show a small but significant relationship between exposure to eWOM and attitude toward the recommended product. The findings will help researchers and practitioners better understand the impact of electronic word-of-mouth on Tunisian consumer responses and will provide suggestions for Tunisian hospitality managers on how to make an effective marketing strategy taking the advantages of online word-of-mouth.
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Cette communication s’intéresse au bouche à oreille électronique (BAO électronique) dans le cadre... more Cette communication s’intéresse au bouche à oreille électronique (BAO électronique) dans le cadre du processus d’achat. Nous nous sommes intéressés en particulier à l’influence de l’exposition et de la consultation d’une communication de BAO électronique par l’internaute tunisien sur son intention d’achat. A cet effet, une étude a été menée sur 165 internautes qui ont été exposés à une communication de BAO électronique prenant la forme de commentaires d’internautes au sujet d’un hôtel. Les relations entre exposition au BAO électronique, attitude envers l’hôtel, et intention de visiter l’hôtel ont par la suite été mesurées en utilisant une corrélation linéaire. Les résultats montrent une relation faible mais significative entre l’exposition au BAO électronique et l’attitude envers le produit. De même une relation positive et significative entre l’attitude envers l’hôtel et l’intention de le visiter.
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Teaching Documents by Rym Srarfi Tabbane
In the actual global economy context, firms are trying to be more competitive by accelerating the... more In the actual global economy context, firms are trying to be more competitive by accelerating their efforts to integrate foreign markets. Small and medium-sized enterprises (SMEs) from emerging markets are increasingly internationalizing to capitalize on opportunities in foreign markets. To get into internationalization SMEs can use different successful expansion strategies. One of these strategies is the establishment of a win-win partnership with partners that distribute the company products on the foreign markets. The case deals with a successful experience of a win-win partnership from an emerging country SME, the Tunisian food industry firm GIAS, which began its internationalization in 1996. The case presents first the reasons of internationalization of GIAS. Then an explanation of the strategic choices of internationalization of the firm is provided. The selection of the most appropriate foreign markets is described later. The win-win partnership approach is then detailed and the case finishes with the future internationalization plans for GIAS.
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The case describes the internationalization process and the international operations of GIAS. GIA... more The case describes the internationalization process and the international operations of GIAS. GIAS is a Tunisian SME operating in the food industry sector. The case discusses the international choices of the firm and highlights its international success’s pillars. The authors recommend a pre-reading of the case that takes about 40 minutes. The case suits to bachelor and master levels students of business. It is recommended to discuss internationalization processes of firms in general and of SMEs in particular. It can serve as a teaching case also for international marketing subjects.
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Book Chapter by Rym Srarfi Tabbane
Because of its great impact on the consumer's behavior, electronic Word Of Mouth (eWOM) has becom... more Because of its great impact on the consumer's behavior, electronic Word Of Mouth (eWOM) has become an important concept for the researchers and during the last decade, a great deal of attention was paid to the concept of eWOM. However, despite the growing number of studies on the subject, related literature remains fragmented, possibly affecting the long term development of the eWOM research. Fragmentation of this research can be traced back to a lack of conceptualization of the term eWOM. Therefore, this chapter proposes to highlight the great impact of eWOM on consumer's behavior and to shed light on this concept. Then, this chapter will first introduce the context in which eWOM takes place, define the concept and distinguish it from other close concepts like traditional word of mouth, buzz marketing and viral marketing. At the end, the last section will focus on the importance given by consumers to eWOM.
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Papers by Rym Srarfi Tabbane
Design/methodology/approach - A meta-analysis of a sample of image marketing works using SEM. The period of investigation is limited to the last five years to test for possible positive return of previous assessments of SEM use on current SEM application.
Findings - Following this work, three major conclusions emerged: the study of homogenous samples of SEM models is required to get to accurate assessment of using the technique; SEM application is getting better probably due to learning from SEM reviews; and the reliance on a conjoint assessment of the various SEM issues is necessary to avoid parsimonious assessments. This study has provided a concise and refreshed view on the use of SEM in one marketing field, the image research.
Research limitations/implications - 47 SEM papers and 99 models along 5 years were examined through this research. Although, we reviewed four of the most consulted databases in marketing, we might miss several interesting works not available in these databases during the investigation. It is interesting to add on the works reviewed in this study and to re-conduct the analysis. Our objective is not to doubt the consistency of SEM image research but to provide writers and readers with tools that enable them produce better quality SEM research. Moreover, the quantitative analysis could be larger. Future research can consider computing other statistics. Finally, in the standards of most of marketing journals, this paper is a bit long. But as suggested by Babin et al. (2008), journal editors should allow more space to SEM-based reviews as the nature of the discussion requires lengthening.
"
Conference Presentations by Rym Srarfi Tabbane
From references to the existing literature, this study will try to provide a broad conceptual framework that can help a better understanding of the impact of electronic word of mouth on consumer behavior. For this purpose, we have used the Stimulus-Organism-Response model.
Keywords: electronic word of mouth, attitude towards the product, purchase intention, SOR model, involvement
"
Teaching Documents by Rym Srarfi Tabbane
Book Chapter by Rym Srarfi Tabbane
Design/methodology/approach - A meta-analysis of a sample of image marketing works using SEM. The period of investigation is limited to the last five years to test for possible positive return of previous assessments of SEM use on current SEM application.
Findings - Following this work, three major conclusions emerged: the study of homogenous samples of SEM models is required to get to accurate assessment of using the technique; SEM application is getting better probably due to learning from SEM reviews; and the reliance on a conjoint assessment of the various SEM issues is necessary to avoid parsimonious assessments. This study has provided a concise and refreshed view on the use of SEM in one marketing field, the image research.
Research limitations/implications - 47 SEM papers and 99 models along 5 years were examined through this research. Although, we reviewed four of the most consulted databases in marketing, we might miss several interesting works not available in these databases during the investigation. It is interesting to add on the works reviewed in this study and to re-conduct the analysis. Our objective is not to doubt the consistency of SEM image research but to provide writers and readers with tools that enable them produce better quality SEM research. Moreover, the quantitative analysis could be larger. Future research can consider computing other statistics. Finally, in the standards of most of marketing journals, this paper is a bit long. But as suggested by Babin et al. (2008), journal editors should allow more space to SEM-based reviews as the nature of the discussion requires lengthening.
"
From references to the existing literature, this study will try to provide a broad conceptual framework that can help a better understanding of the impact of electronic word of mouth on consumer behavior. For this purpose, we have used the Stimulus-Organism-Response model.
Keywords: electronic word of mouth, attitude towards the product, purchase intention, SOR model, involvement
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