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Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM
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| 1.15 MB | Adobe PDF |
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Resumo(s)
In the dynamic landscape of global markets, the shift to e-commerce has become imperative for companies striving to maintain competitiveness. With consumers increasingly turning to online shopping, web search has evolved into the primary source for product discovery. Within the cosmetic industry, electronic word-of-mouth (eWOM) has emerged as a decisive factor in consumer decision-making. Consumers rely on the experiences and opinions of others, especially those deemed trustworthy, to make informed choices in cosmetic product purchases. Marketers have harnessed the power of eWOM, particularly through consumer reviews on social networks, not only as feedback mechanisms but also as instructional guides for product usage.
Despite the critical role of eWOM in the cosmetic industry, there exists a research gap concerning the impact of monetary and psychological incentives on consumer engagement in this context. This study aims to bridge this gap by investigating how both monetary incentives (such as discounts and cash-back offers) and psychological incentives (linked to self-enhancement motives) influence consumers' intention to create positive online reviews about cosmetic products. The research further explores the role played by engagement price sensitivity and self-enhancing conditions in shaping online reviews.
Drawing on an extensive review of the literature on eWOM, consumer engagement, and incentives, the study proposes a conceptual model predicting that both monetary and psychological incentives positively influence consumer engagement in eWOM within the cosmetic industry. Additionally, the model suggests potential variations in the effects of these incentives across different consumer segments, based on demographic and psychographic characteristics.
The paper's subsequent sections follow a structured approach: Section 2 provides a thorough review of relevant literature, while Section 3 details the research methodology, including sample selection and data analysis techniques. Section 4 presents empirical findings derived from descriptive statistics and regression analyses. Finally, Section 5 offers a comprehensive discussion of the research findings, their implications for marketers, and suggestions for future research.
In conclusion, this study contributes significantly to the existing body of literature by unraveling the intricate impact of monetary incentives and psychological incentives on consumer engagement in positive eWOM within the cosmetic industry. The insights garnered can empower marketers to craft effective eWOM strategies, leveraging incentives to cultivate positive perceptions and generate interest in their brands and products.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Consumer engagement Cosmetic industry Electronic word-of-mouth Monetary incentives Psychological incentives SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals