جستجوی مقالات مرتبط با کلیدواژه « Electronic Word-of-mouth (e-WOM) » در نشریات گروه « مدیریت »

Here, the aim was to study the Factors affecting the intention of tourists to visit the tourist attractions of Kerman province with emphasis on e-marketing. The present study is a descriptive correlation in terms of method of data collection and analysis, and the data collection tool in this study was a standard questionnaire. The validity of the questionnaire was calculated and confirmed using confirmatory factor analysis and content validity. The reliability of the questionnaire and its variables were calculated and confirmed using Cronbach's alpha coefficient. The statistical sample of the study consisted of 433 Iranian and foreign tourists who visited the tourist attractions of Kerman province in 2020-2021. Due to the prevalence of coronary heart disease, the research questionnaire was distributed and collected in person or after receiving the e-mail address. The results showed that electronic advertising with a coefficient of 0.73 and a value of t, 10.276 has an effect on word of mouth electronic marketing, and with a coefficient of 0.26 and t, 4.626 on the destination image. Also, the image of the destination affects the attitude towards it with 0.93 and t, 13.341. Finally, the results show the effect of word of mouth electronic marketing with 0.16 and t, 3.725 and attitude towards the destination with 0.81 and t, 11.978 with the intention to visit.

The purpose of this research is to investigate the determinants of electronic word-of-mouth (e-WOM), and the effects that it can have on the immediate and hidden consumer's behavioral responses. This research is a practical in terms of purpose, and descriptive-survey and correlation type from the view point of data-collection procedure. The statistical population was Iranian Instagram users. The responses of 393 users were collected by electronic questionnaire in online platforms. The validity of the questionnaire was verified through content validity and the reliability through Cronbach's alpha. Data analysis was conducted with SPSS and structural equation modeling method by the Smart PlS software. The results indicate that the tie strength, resemblance, normative influence, and informational influence have a positive significant impact on e-WOM. Also, e-WOM has a positive significant effect on information pass-along, impulse buying, future-purchase intention, and brand engagement of consumer's behaviors. In addition, according to the results of this research, it was found that the variable ‘trust’ has no significant effect on e-WOM variable.