Electronic Word of Mouth

With a positive growth rate of the Indian GDP since 2003, many of the foreign retailers are trying to set up their store in India. This has also led to the growth of the organized retail in India. The growth of the organized retail has also led to the growth of the private label brands. Private label brands are cheaper and better in quality. The retailers also have a control over the private label brands which also helps in branding the retail outlet. In this paper the researcher wants to find out if the parameters of store brand quality, perceived value, social risk, functional risk andfinancial risk has an impact on the purchase intention of the customer of private label brand of Apparel He also wants to find out if the purchase intention of the customer in turn has an impact on developing brand loyalty. In the study it has been found out that store brand quality and perceived value has an impact on the purchase intention. Purchase intention also impacts brand loyalty in future. M...

Purpose: Today, an essential part of sports' duties towards society is the responsibility of the clubs of various sports disciplines. Sports clubs play an indispensable role in developing the health of people in the community and healthily spending their free time. This study investigates the relationship between predictors of experience quality and athlete loyalty. It also evaluates the mediating effect of the quality of athlete experience on the relationship between predictor variables and athlete loyalty.
Methodology: The research method was descriptive-correlation. The statistical population of the research was the athletes of Iran's private clubs, using non-probability sampling and convenience sampling. Data was collected online from 391 athletes in combat sports, bodybuilding, and fitness through Google Forms. 6 hypotheses were proposed and tested using structural equation modeling.
Findings: A significant relationship existed between predictor variables and the athlete experience quality (P<0.05). Also, the experience quality mediates the relationship between predictor variables and athletes' loyalty positively and significantly (P<0.05). The results can help to develop and improve marketing strategies to increase the athletes' experience quality in service centers and sports clubs and create customer experience and management processes. It also has implications for managers of service centers and sports clubs or marketing managers who aim to increase customer loyalty and club effectiveness.
Originality: This study empirically justifies the relationship between predictor variables for the quality of experience and loyalty of athletes in private clubs. This study also provides insight into the relationships between predictor variables, experience quality, and athlete loyalty in an integrated model.

Purpose: Today, an essential part of sports' duties towards society is the responsibility of the clubs of various sports disciplines. Sports clubs play an indispensable role in developing the health of people in the community and healthily spending their free time. This study investigates the relationship between predictors of experience quality and athlete loyalty. It also evaluates the mediating effect of the quality of athlete experience on the relationship between predictor variables and athlete loyalty.
Methodology: The research method was descriptive-correlation. The statistical population of the research was the athletes of Iran's private clubs, using non-probability sampling and convenience sampling. Data was collected online from 391 athletes in combat sports, bodybuilding, and fitness through Google Forms. 6 hypotheses were proposed and tested using structural equation modeling.
Findings: A significant relationship existed between predictor variables and the athlete experience quality (P<0.05). Also, the experience quality mediates the relationship between predictor variables and athletes' loyalty positively and significantly (P<0.05). The results can help to develop and improve marketing strategies to increase the athletes' experience quality in service centers and sports clubs and create customer experience and management processes. It also has implications for managers of service centers and sports clubs or marketing managers who aim to increase customer loyalty and club effectiveness.
Originality: This study empirically justifies the relationship between predictor variables for the quality of experience and loyalty of athletes in private clubs. This study also provides insight into the relationships between predictor variables, experience quality, and athlete loyalty in an integrated model.

Communication plays a dynamic role and is an important aspect whether in one’s personal or corporate life. The success of any venture largely depends on the ability to communicate with its audience effectively (Shaikh, 2014). Word of Mouth (WOM) communication has been identified and is widely recognized as an important method of marketing and promotion, in addition to being an important source of information that greatly affects the purchase decisions of a customer. WOM plays a significant role in any industry, as it provides consumers the opportunity to assess the worth of a product and/or a service with first-hand information prior to purchase or experience. Thus it could be said that WOM plays an influential role in the overall satisfaction or dissatisfaction of a consumer in relation to any product or service. It is therefore an imperative that marketers and service providers have a better understanding about WOM and thereby endeavor to generate a positive WOM in relation to pro...

As consumers begin to spend more time on social networks, social media platforms have become commercial marketing tools. Advertisements for any goods, services or brands, especially on social media platforms, have become effective. Social media advertisements have begun to be very effective on consumers' brand value perception and preferences, and this affects the consumer's thoughts in terms of awareness, loyalty and quality in the context of brand value. As a result, unplanned purchasing behavior has come to the fore. The aim of this study is to investigate the effect of consumers' attitudes towards social media advertisements on brand value and consumer behavior. The data obtained within the scope of the research was obtained by online survey method between 10 March and 30 April 2024. During the data analysis process, SPSS 25.0 and AMOS 26.0 package programs were used within the scope of the research. The results obtained reveal that the attitude of consumers towards social media advertisements has a positive and statistically significant effect on brand value and consumer behavior. In this context, it is seen that social media advertisements play a decisive role in the changes in consumers' perception and this effect indicates a positive relationship between brand value and consumer behavior.

Purpose-The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM). Design/methodology/approach-The positivist paradigm approach has been used to test the proposed mediation model using structural equation modelling. Responses of 313 Indian Muslim women who read reviews shared on various social media platforms before making any halal cosmetics purchase intention have been used for the final analysis. Mediation was tested using bootstrapping. Findings-The findings of the study revealed that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal cosmetics purchase intention. However, it was observed that this mediation was partial in the context of eWOM quality, eWOM valence and eWOM consistency. Furthermore, for eWOM quantity, the mediation effect was full as the direct impact of eWOM quality on halal cosmetics purchase intention was not significant but its indirect impact on the latter via attitude was found to be significant. Research limitations/implications-This study adds to the marketing communication literature, especially in the context of eWOM. The study also validates ELM theory in explaining the attitude that shapes the halal cosmetics purchase intention, thus the current study enriches the ELM literature. Practical implications-The current study offers several implications for halal cosmetics marketers. It offers various suggestions to them on how to capitalize on eWOM as it influences Indian Muslim women's purchasing intention for halal cosmetics by shaping their attitude towards such cosmetics favourably. Originality/value-With reference to halal cosmetics, the current study offers a new perspective by examining the purchasing intention for such cosmetics based on various drivers of eWOM. The attitude towards halal cosmetics as a mediator has helped in better explaining the purchase intention for halal cosmetics.

This study investigated how potential customers (N = 28) respond to two types of electronic word-of-mouth (eWOM) regarding the same product. The study simulated reality by having participants read either mainly negative comments from an independent discussion forum (n = 14) or mainly positive comments from a…

This study aims to investigate the structural effects of electronic word-of-mouth valence on consumers’ online purchase intention in smartphone brands concerning consumer-generated content of communication. It also studied the mediating effect of initial brand trust between the associations of corresponding factors. The data was collected from the students of public and private universities in Metropolitan City Lahore using a structured questionnaire. The electronic word-of-mouth positive valence has a negative connection with initial brand trust and consumers’ purchase intention. The initial brand trust positively affects consumers’ purchase intention. Contrary to this, the electronic word-of-mouth negative valence does not influence initial brand trust and consumers’ purchase intention. The study provides directions to marketing managers developing digital marketing strategies, and firms can encourage consumers to write online product reviews, and rich media reviews in building actionable marketing strategies.

هدف هذا البحث إلى بيان أثر الاستجابة العاطفية في نية توليد الكلام المتناقل، لقد تم ذلك من خلال استبيان أجابت عنه عينة ميسرة من الأفراد في مجتمع غير محدود عبر الفضاء الالكتروني (وسائل التواصل الاجتماعي)، تم توزيع ١٥٤ استبانة صالحة للتحليل الاحصائي، وقد تم استخدام البرنامج الإحصائي SPSS22 لتحليل بيانات الدراسة واختبار الفرضيات، أهم النتائج التي توصل لها البحث أن الاستجابة العاطفية لها أثر معنوي إيجابي ذو دلالة إحصائية في نية توليد الكلام المتناقل The aim of this research is to demonstrate the effect of emotional response on the intention to generate word of mouth. This was done through a questionnaire answered by a facilitated sample of individuals in an unlimited community via cyberspace (social media). 154 questionnaires were distributed, suitable for statistical analysis, and were used. SPSS22 statistical program to analyze the study data and test the hypotheses. The most important findings of the research are that the emotional response has a positive, statistically significant effect on the intention to generate word of mouth.

مع التطور التكنولوجي الكبير وسيطرة وسائل الإعلام الاجتماعية على الحياة اليومية لأغلب مستخدمي الأنترنت، أصبح هناك ضرورة ملحة للشركات والعلامات التجارية للتوجه نحو التسويق عبر وسائل الإعلام الاجتماعية، حيث يتكون التسويق عبر هذه الوسائل من عدة عناصر من ضمنها المجتمع الافتراضي للعلامة التجارية. يهدف هذا البحث إلى معرفة أثر المجتمع الافتراضي للعلامة التجارية عبر وسائل الإعلام الاجتماعية في عملية القرار الشرائي وذلك بالتطبيق على عينة عشوائية من عملاء المطاعم في سورية، حيث تم توزيع 504 استبانة على عينة عشوائية من عملاء المطاعم في سورية وهم من مستخدمي وسائل الإعلام الاجتماعية أيضاً. أهم النتائج التي توصل إليها البحث أن هناك أثر معنوي للمجتمع الافتراضي للعلامة التجارية في كل مراحل عملية القرار الشرائي أي في كلٍ من إدراك الحاجة، البحث عن المعلومات، تقييم البدائل، اتخاذ القرار الشرائي، سلوك مابعد الشراء، وقد تم تقديم بعض التوصيات للمستثمرين والمديرين في قطاع المطاعم في سورية بناء على نتائج الدراسة. With the great technological evolution and control of social media on a daily bases for the majority of Internet users, there has been an urgent need for companies and brands to adopt social media marketing, whereas social media marketing consists of several elements, of between its online brand community. This research aims to determine the impact of online brand community through social media on purchase decision process, application on a random sample of restaurants clients in Syria, as 504 questionnaire distributed to a random sample of restaurants clients in Syria, whom social media users. The most important findings of the research that there is a significant impact of online brand community through social media in each of problem recognition, information search, evaluation of alternatives, purchase decision, post-purchase behavior, Based on the results some recommendations for investors and managers in restaurants sector in Syria.

مستخلص البحث هدَفت الدراسة إلى معرفة دور التسويق عبر وسائل الإعلام الاجتماعية في القرار الشرائي لخدمات المطاعم من خلال دراسة ميدانية قام بها الباحث في الجمهورية العربية السورية. حيث قام الباحث خلال الدّراسة بتوزيع 504 استبانة على عملاء المطاعم من مستخدمي وسائل الإعلام الاجتماعية بشكل عشوائي، وتم جمع وتحليل البيانات واختبار الفرضيات باستخدام الأساليب الإحصائية والبرنامج الإحصائي SPSS 18. ومن أهم النتائج التي توصلت إليها الدراسة: (1) يوجد أثر ذو دلالة إحصائية لتفاعل الزبائن كمتغير وسيط على العلاقات بين عرض المنتجات على وسائل الإعلام الاجتماعية وجميع مراحل عملية القرار الشرائي، (2) يوجد أثر ذو دلالة إحصائية لتفاعل الزبائن كمتغير وسيط على العلاقات بين الإعلان على وسائل الإعلام الاجتماعية وجميع مراحل عملية القرار الشرائي ماعدا مرحلة تقييم البدائل،(3) يوجد أثر ذو دلالة إحصائية لتفاعل الزبائن كمتغير وسيط على العلاقات بين خدمة الزبائن الاجتماعية وجميع مراحل عملية القرار الشرائي ماعدا مرحلة تقييم البدائل،(4) يوجد أثر ذو دلالة إحصائية لتفاعل الزبائن كمتغير وسيط على العلاقات بين المجتمع الافتراضي للعلامة التجارية وجميع مراحل عملية القرار الشرائي، (5) يوجد أثر ذو دلالة إحصائية للكلام المتناقل الالكتروني كمتغير وسيط على العلاقات بين عرض المنتجات على وسائل الإعلام الاجتماعية وجميع مراحل عملية القرار الشرائي،(6) يوجد أثر ذو دلالة إحصائية للكلام المتناقل الالكتروني كمتغير وسيط على العلاقات بين الإعلان على وسائل الإعلام الاجتماعية وجميع مراحل عملية القرار الشرائي،(7) يوجد أثر ذو دلالة إحصائية للكلام المتناقل الالكتروني كمتغير وسيط على العلاقات بين خدمة الزبائن الاجتماعية وجميع مراحل عملية القرار الشرائي، (8) يوجد أثر ذو دلالة إحصائية للكلام المتناقل الالكتروني كمتغير وسيط على العلاقات بين المجتمع الافتراضي للعلامة التجارية وجميع مراحل عملية القرار الشرائي، (9) يوجد أثر ذو دلالة إحصائية للوعي بالعلامة التجارية كمتغير وسيط على العلاقات بين عرض المنتجات على وسائل الإعلام الاجتماعية وجميع مراحل عملية القرار الشرائي،(10) يوجد أثر ذو دلالة إحصائية للوعي بالعلامة التجارية كمتغير وسيط على العلاقات بين الإعلان على وسائل الإعلام الاجتماعية وجميع مراحل عملية القرار الشرائي،(11) يوجد أثر ذو دلالة إحصائية للوعي بالعلامة التجارية كمتغير وسيط على العلاقات بين خدمة الزبائن الاجتماعية وجميع مراحل عملية القرار الشرائي،(12) يوجد أثر ذو دلالة إحصائية للوعي بالعلامة التجارية كمتغير وسيط على العلاقات بين المجتمع الافتراضي للعلامة التجارية وجميع مراحل عملية القرار الشرائي. واختتم الباحث الدّراسة بمجموعة من التوصيات والمقترحات بناء على النتائج التي توصل إليها والتي تفيد المستثمرين في مجال المطاعم ومديري المطاعم في استخدام استراتيجية فعالة للتسويق عبر وسائل الإعلام الاجتماعية تمكنهم من جذب العملاء الجدد والحفاظ على العملاء الحاليين. Abstract The study aimed to investigate the role of social media marketing in service purchase decision by applying on Restaurants sector in Syria, the researcher distributed 504 questionnaire to clients of restaurant in Syria and these clients are users of social media, and has been collecting and analyzing data and test hypotheses by using statistical methods and statistical program SPSS 18. The most important findings show that: (1) the customer engagement affect significantly on relations between products display on social media and each of stages of purchase decision process (2) the customer engagement affect significantly on relations between advertising on social media and each of stages of purchase decision process except evaluation of alternatives (3) ) the customer engagement affect significantly on relations between social customer service and each of stages of purchase decision process except evaluation of alternatives (4) the customer engagement affect significantly on relations between online brand community and each of stages of purchase decision process (5) E.WOM affect significantly on relations between products display on social media and each of stages of purchase decision process (6) E.WOM affect significantly on relations between advertising on social media and each of stages of purchase decision process (7) ) E.WOM affect significantly on relations between social customer service and each of stages of purchase decision process (8) E.WOM affect significantly on relations between online brand community and each of stages of purchase decision process (9) the brand awareness affect significantly on relations between products display on social media and each of stages of purchase decision process (10) the brand awareness affect significantly on relations between advertising on social media and each of stages of purchase decision process (11) ) the brand awareness affect significantly on relations between social customer service and each of stages of purchase decision process (12) the brand awareness affect significantly on relations between online brand community and each of stages of purchase decision process. The researcher concluded the Study with a series of proposals and recommendations based on the findings that benefit investors and mangers in Restaurants sectors in Syria, for using effectiveness strategy of social media marketing that managed to attract new customers and keeping current customers.

Given the increasing importance of electronic word-of-mouth (eWOM) in the global tourism market, the purpose of the study was to estimate weights customers assign to main attributes of tourist accommodations embodied in easily observed eWOM numerical ratings and subsequently to determine segments of customers with homogenous preferences. To this goal, the preferences tourists attach to price and seven other accommodation attributes rated by Internet users on Booking.com were revealed with the analytical hierarchy process (AHP). Next, a two-stage clustering procedure based on these preferences was undertaken followed by profiling of the clusters in terms of their socio-demographics and travel characteristics. The results show that even if the ranking of the attributes is roughly the same for all the segments (with cleanliness, value for money, and location always in top four), all eight attributes effectively segment tourists into three clusters: “quality-seekers” (45% of the market)...

By integrating virtual elements into our real-world perceptions, augmented reality (AR) provides numerous opportunities across fields, including marketing, tourism, and gaming. However, despite increasing attention, a motivational approach to why people use AR apps for shopping has often been overlooked in both scholarly and practical arenas. Utilizing self-determination theory, through an in-depth thematic analysis of 302 consumer interactions, we identify four key modes of AR usage in retail: informational, social, experiential, and inspirational. These categories are further condensed into intrinsic and extrinsic motivations in the theoretical framework. The findings of this study contribute to AR theoretical frameworks in marketing by delineating specific consumer usage modes and offer actionable strategies for businesses to effectively implement AR technologies, particularly in enriching consumer interactions and driving retail innovation.

Background. This study aimed to design a model for developing health system partnerships by using electronic word-of-mouth communication. This issue has recently attracted the attention of researchers and managers of the country’s public and private sectors.
Methods. In this qualitative study, the meta-synthesis method and Delphi technique were employed. The data collection tools included library studies and review of articles related to the research background. First, relevant information and findings were extracted from reliable national and international scientific databases using the meta-synthesis method, and then the opinions of the expert panel were recorded using a questionnaire. After two stages of opinion polling, the initial findings of refinement and unnecessary items were merged or deleted. Finally, the components and indicators affecting the development of health system partnerships were identified and categorized through word-of-mouth communication.
Results. Out of 66 primary codes extracted by meta-synthesis method, 36 final indicators were identified by the experts using Delphi method. The identified indicators were then divided into three categories and nine components including creation factors with “structural and contextual, economic and financial, communication, and interactive” components, diffusion factors with “organizational and institutional, legal and contractual, awareness, and trust building” components, as well as impact factors with “legal and regulatory, technical and specialized, and acceptability and effectiveness” components.
Conclusion. A new model and perspective was presented for developing health system partnerships through electronic word-of-mouth communication, so that the enormous economic, social, and cultural potentials of the public, private, and charitable sectors may have been exploited for developing health and treatment through using new marketing tools and modern technologies.

The purpose of this study is to test whether digital marketing and electronic wordof-mouth influence purchase decisions. The type of research used in this study is quantitative research. The subjects of this study were students of the Faculty of Economics and Business, Winaya Mukti University, Bandung. The data collection method used a questionnaire survey with a sample of 100 respondents using the Tokopedia marketplace for FEB UNWIM Bandung students. Data analysis used in this study was multiple linear regression analysis with the SPSS 26.0 program. The results of this study indicate that digital marketing and e-WOM variables have a positive and significant impact on the purchasing decisions of Tokopedia market users among FEB UNWIM Bandung students.

Shifting marketing era from Legacy Marketing to New Wave Marketing affects in the emergence of virtual entrepreneurs. 13th Shoes - new local online based shoes brand - utilizes three well-known social media as promotion media. In early 2012, when 13th Shoes started to use Instagram as its promotion media, there are an increase in sales with higher margin than the previous years. Research objective is examining the influence of Electronic Word of Mouth (EWOM) among 13th Shoes Instagram toward Brand Image and Purchase Intention. This research is using Purposive Sampling with 200 samples and Structural Equation Modeling with Smart PLS. All variables obtained an almost good responds from respondents. The direct effect of EWOM towards Purchase Intention is 15.9% and indirect effect towards Brand Image is 36.1%. The effects of EWOM towards brand image and purchase intention are equally by 60%.13th Shoes is suggested to keep increased its brand image.

The rapid development of digitalization makes it easier for people to shop online through e-commerce. Indonesia ranked first with 88.1% of internet users using e-commerce. During the pandemic, e-commerce grew by 33.2% from 253 trillion to 337 trillion. Shopee is the first ranked e-commerce platform in Indonesia with the highest visits, while Bukalapak has the lowest visits. This difference is influenced by word of mouth between consumers. Electronic word of mouth influences the attitudes and decisions of internet users towards an e-commerce brand. User reviews indicate that Shopee has a negative e-WOM, while Bukalapak has a positive e-WOM. User trust in the brand and the consumer experience affect public opinion and brand equity. Further research is needed to examine the influence of ethnocentrism on brand equity and the factors that influence it, such as e-WOM. This study aims to determine the extent to which the influence of e-WOM on consumer ethnocentrism and brand equity applies to one e-commerce service, namely Shopee and Bukalapak. Research methods with quantitative research types and cross-sectional study designs Data collection is done directly with the type of primary data using questionnaires in the form of Google Forms, and the scale of measurement is the Likert scale. The population and sample in this study are Shopee and Bukalapak e-commerce users. The sampling technique uses nonprobability sampling with purposive sampling. Data analysis was done by structural Equation modeling (SEM) and the SmartPLS program for data processing.

Purpose This study aims to investigate perceptions about interactive travel websites. The researchers hypothesize that engaging content, the quality of information and source credibility have a significant effect on the consumers’ utilitarian motivations to continue using them in the future. Design/methodology/approach A structured survey questionnaire was used to gather data from 1,287 online users, who were members of two popular social media groups. The methodology relied on a partial least squares approach to analyze the causal relationships within an extended information adoption model (IAM). Findings The findings reveal that the research participants perceive the utility of interactive travel websites and are willing to continue using them, particularly the responsive ones. The research participants suggest that these sites are easy to use, capture their attention and offer them useful information on various tourism services. The results also indicate that they appreciate thei...

The covid-19 epidemic has severely harmed the pariwisata sector, resulting in the cancellation of several events and services due to the requirement to quarantine a sizable region to stop the virus from spreading. A new form of worker compromise is required in this new normal, and that is the use of technology. The purpose of this study is to determine the variables that have the most impact on students&#39; use of digital smartphone applications to be ready for the new normal. To give a more thorough knowledge of the difficulties encountered when employing pariwisata digital apps during pandemics, this study makes use of TAM and TPB. While the TPB offers work-related information, the TAM describes aspects of application usability and perception.

In the rapidly developing digital era, social media, especially TikTok, has become an important platform for brand marketing. Adidas, as a leading global brand, uses TikTok to increase interaction with consumers, especially in the city of Bandung. However, it still needs to be understood to what extent Social Media Marketing on TikTok influences consumer engagement with the Adidas brand. This research aims to explore this, providing important insights for marketing strategies in this digital era. This research explores the impact of Social Media Marketing on consumer engagement with brands, especially on the TikTok application, with a focus on the Adidas account in Bandung City. This research used 417 samples collected through an online questionnaire with a purposive sampling technique with the criteria of being 17 - 25 years old, active social media users who follow the Adidas account on TikTok. The results of the analysis show that the Consumer–brand engagement variable has a significant effect on the Brand Awareness variable, the Consumer Brand Engagement variable has a significant effect on the Brand Image variable, the Customization variable has a significant effect on the Consumer Brand Engagement variable, the E-Wom variable has a significant effect on the Consumer Brand Engagement variable, the Entertainment variable has a significant effect on the Consumer variable, the Brand Engagement variable, the Interaction variable has a significant effect on the Consumer Brand Engagement variable, the Trendiness variable has no significant effect on Consumer Brand Engagement. This research provides important insights for companies like Adidas in designing more effective social media marketing strategies.

Consumer buying behavior is an important aspect in every marketing strategy to produce maximum output from the market. This study aims to determine how advertisement affects consumer buying behavior and brand loyalty by considering a mediator between brand awareness and the moderating role of perceived quality. For this purpose, this study targets the rising cosmetics industry. This study used the purposive sampling technique to collect data from 300 respondents with the help of an online survey method via Google doc. The partial least squares structural equation modeling PLS-SEM was applied to verify the hypotheses relationships. The findings have confirmed that advertisements substantially predicted brand awareness, brand loyalty, and consumer buying behavior. Furthermore, brand awareness partially mediated the association of advertisement with brand loyalty and consumer buying behavior. Also, perceived quality is significantly moderated on the association of brand awareness with ...

Kemajuan dalam bidang teknologi sangatlah berkembang pesat, terutama dalam kemajuan teknologi informasi. Para pelaku bisnis haruslah menyadari bahwa atmosfir bisnis yang sekarang jauh berbeda dengan yang lalu, dimana sekarang dalam masyarakat telah akrab dengan teknologi. Teknologi yang telah berkembang ini sangatlah membuka peluang untuk konsumen dapat mengakses informasi yang mereka inginkan. Perkembangan teknologi smartphone yang semakin canggih diiringi dengan penggunaan internet dalam proses pemasaran memudahkan para penggunanya dapat berinteraksi langsung dengan penyedia layanan. Hal ini memberikan dampak yang positif bagi para pelaku bisnis dimana penyampaian informasi dapat dilakukan dengan cepat, dengan jangkauan yang luas, dan tidak memerlukan biaya yang mahal. Dengan melakukan pengukuran pengaruh partisipasi E-WOM dan Loyalitas E-Commerce diharapkan dapat memaksimalkan apa saja yang mempengaruhi Loyalitas E-Commerce pada Lazada. Metode penelitian yang digunakan adalah metode kuantitatif dengan teknik analisis Structural Equation Modeling (SEM). Motivasi Intrinsik tidak berpengaruh terhadap partisipasi E-WOM. Kemudian partisipasi E-WOM berpengaruh terhadap identifikasi situs pribadi pada pelanggan Lazada. Identifikasi situs pribadi berpengaruh terhadap E-Loyalty pada pelanggan Lazada. Motivasi Ekstrinsik berpengaruh terhadap partisipasi E-WOM. Kemudian partisipasi E-WOM berpengaruh terhadap identifikasi situs sosial. Sedangkan identifikasi situs sosial tidak berpengaruh terhadap E-Loyalty pada pelanggan Lazada.

Tokopedia merupakan salah satu e-Commerce di Indonesia. Seiring berjalannya waktu, dunia bisnis ecommerce mulai menggunakan social media dalam kegiatan pemasaranya,disebut sebagai Sosial Media Marketing Activity (SMMA).Dalam media sosial, terdapat komunikasi dua arah dimana pengirim dan penerima pesan bisa berinteraksi secara langsung dan bertukar informasi secara online atau dapat disebut juga electronic word of mouth(e-WOM). Tujuan penelitian ini mengetahui pengaruh dari kegiatan pemasaran media social (SMMA) pada brand Image,Brand awareness,E-Wom dan Komitmen pelanggan Tokopedia.Penelitian menggunakan metode kuantitatif. Sampel dalam penelitian ini berjumlah 291 responden. Pengumpulan data pada penelitian ini dilakukan dengan menyebar kuesioner secara online melalui Google form.Teknik analisis data yang digunakan pada penelitian ini adalah metode structural equation modelling (SEM) dengan menggunakan software LISREL 8.8. Berdasarkan hasil penelitian, Social Media Marketing Activity berpengaruh secara positif dan signifikan terhadap Brand Awareness, Social Media Marketing Activity berpengaruh secara positif dan signifikan terhadap Brand Image, Brand Awareness tidak berpengaruh secara positif dan signifikan terhadap E-wom , Brand Image berpengaruh secara positif dan signifikan terhadap e-Wom, Brand Awareness berpengaruh secara positif dan signifikan terhadap Commitmen, Brand Image berpengaruh secara positif dan signifikan terhadap Commitmen, Social Media Marketing Activity berpengaruh positif dan signifikan secara tidak langsung terhadap E-Wom melalui Brand Image dan Brand Awareness, Social Media Marketing Activity berpengaruh positif dan signifikan secara tidak langsung terhadap Kommitmen melalui Brand Image dan Brand Awareness.

The Covid-19 pandemic has had a major impact on the economic condition of the local community of the Kayutangan Heritage Tourism Village, Malang City, given their heavy reliance on the influx of tourists. This local community, thus, produced educational activity and health promotion campaigns aimed at increasing awareness, knowledge, and confidence of managers and local communities that the application of health protocols at this tourism village site can prevent the spread of Covid-19. Messages promoting health protocol is produced and disseminated through videos in order to increase the readiness of managers and local communities before this tourism village returns to operations during and after the Covid-19 pandemic. This health promotion video features representatives of tourism village managers as a source of information with the main message of highlighting the potential economic benefits that can be obtained from the commitment to implement health protocols at tourist sites.

This article explores how firms' unresponsiveness to Black customer feedback influences Black (vs. White) customers' perceived firm-based discrimination and brand engagement. Design: Two experimental studies (Study 1(N1) =254) and Study 1(N2) =484) are conducted to test the modeled relationships. The data is analyzed using ANOVA, PROCESS Model 4, and PROCESS Model 7. Findings: The findings suggest that though perceived discrimination remains modest in all conditions, Black (vs. White) respondents report higher perceived discrimination when the firm fails to respond to a Black customer's negative or neutral (but not positive) brand-related feedback on social media. The results also indicate that Black (vs. White) customers exhibit lower engagement through perceived discrimination in the case of the firm's unresponsiveness to a Black customer's negative and neutral (but not positive) brand-related feedback regardless of the manager's race. Research Limitations/Implications: Manipulations were created based on a fictitious e-tailer. Thus, we recommend that future researchers examine the extent to which the findings hold for existing (r)etailers. In addition, future studies using secondary data could provide additional evidence for the findings. Practical Implications: Managerial attention is accentuated among customer feedback responsiveness, engagement, and perceived firm discrimination. Managers are encouraged to adopt communication strategies that complement the firm's strategy and social media presence. Originality: We combine prior research on intercultural service encounters and ethnic differences in consumer engagement on social media to examine the relationship between customer race and perceived discrimination based on the firm's unresponsiveness to customers' social media posts.

Borobudur as one of the top wonderful destinations in the world is challenged to become one of halal tourism destinations in Indonesia. The purposes of this research are to find out and to launch the implementation of halaltourism ecosystem model in Borobudur Temple as tourism area in Indonesia. This research used a descriptive method. The researcher investigated the implementation of halal tourism ecosystem model in the Borobudur temple as tourism area by examining the variables of halal tourism ecosystems. It consisted of four dimensions. They are destination products, government support, human resources, and infrastructure. The main data is collected by using interviews and addressing of Borobudur Temple Tourism Park management, Tourism Business People that concerned with halal certification, LPPT (Integrated Research and Testing Laboratory) University of Gajah Mada, Indonesian Ulama chapter Jogjakarta, Culture and Tourism Region of Jogjakarta. The tools of data collection are th...