Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?

The COVID-19 outbreak has led to drastic changes in influential media for purchasing decisions. Which media have been used more frequently after COVID-19? Do these changes differ between product types? To provide insights into these questions, we analyzed 12,000 respondents between 2018 and 2021. Th...

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Detalles Bibliográficos
Autores principales: Byun, Kate Jeonghee, Park, Jimi, Yoo, Shijin, Cho, Minhee
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier Ltd. 2023
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10165022/
http://dx.doi.org/10.1016/j.jretconser.2023.103411
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author Byun, Kate Jeonghee
Park, Jimi
Yoo, Shijin
Cho, Minhee
author_facet Byun, Kate Jeonghee
Park, Jimi
Yoo, Shijin
Cho, Minhee
author_sort Byun, Kate Jeonghee
collection PubMed
description The COVID-19 outbreak has led to drastic changes in influential media for purchasing decisions. Which media have been used more frequently after COVID-19? Do these changes differ between product types? To provide insights into these questions, we analyzed 12,000 respondents between 2018 and 2021. The results show that the influence of word-of-mouth on purchase decisions decreased after COVID-19, while the influence of social media advertising increased. We also find that the influence is moderated by product type; for example, video advertising, a subset of social media advertising shows a higher influence for search goods than for experience goods.
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spelling pubmed-101650222023-05-08 Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions? Byun, Kate Jeonghee Park, Jimi Yoo, Shijin Cho, Minhee Journal of Retailing and Consumer Services Article The COVID-19 outbreak has led to drastic changes in influential media for purchasing decisions. Which media have been used more frequently after COVID-19? Do these changes differ between product types? To provide insights into these questions, we analyzed 12,000 respondents between 2018 and 2021. The results show that the influence of word-of-mouth on purchase decisions decreased after COVID-19, while the influence of social media advertising increased. We also find that the influence is moderated by product type; for example, video advertising, a subset of social media advertising shows a higher influence for search goods than for experience goods. Elsevier Ltd. 2023-09 2023-05-08 /pmc/articles/PMC10165022/ http://dx.doi.org/10.1016/j.jretconser.2023.103411 Text en © 2023 Elsevier Ltd. All rights reserved. Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active.
spellingShingle Article
Byun, Kate Jeonghee
Park, Jimi
Yoo, Shijin
Cho, Minhee
Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
title Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
title_full Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
title_fullStr Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
title_full_unstemmed Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
title_short Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
title_sort has the covid-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10165022/
http://dx.doi.org/10.1016/j.jretconser.2023.103411
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