Samenvatting CONDENSED - Digital Marketing and Metrics (E_EBE3_DMM)

Article Summary: Digital Marketing &
Metrics
Condensed Version
Rik Smits – 2023/2024

,Babić Rosario et al. (2020)
Uses MOA framework (motivation-opportunity-ability) to explain consumer behavior in eWOM.

3 stages of eWOM:

1. eWOM creation:
 Motivation:
o Altruism
o Social value (belonging to a group)
o Hedonic benefits (enjoyment of sharing experiences)
o Impression management (managing other people’s views of yourself)
o Balance restoration (venting in case of bad experiences)
o Economic incentives
 Opportunity: Device & internet.
 Ability: Product knowledge & technical skills.



2. eWOM exposure:
 Motivation:
o Reduce uncertainty
o Leisure
o Reduce cognitive dissonance (reassurance after purchase)
 Opportunity: eWOM visibility.
 Ability: Internet literacy.



3. eWOM evaluation:
 Motivation:
o Susceptibility to interpersonal influence (seek to conform)
o Need for uniqueness (look for unique features)
o Message credibility
 Opportunity: eWOM visibility.
 Ability: Managing information & detecting fake reviews.

, Implications for marketers
1. eWOM creation:
 Utilize communication
 Community building
 Incentives
2. eWOM exposure:
 Make eWOM more visible (searchable)
 Use traditional marketing (running ads can raise questions: look up reviews online)
 Leverage network effects (’10 friends liked this product’)
3. eWOM evaluation:
 Credibility markers.