PENGARUH WOM DAN SMME TERHADAP WTP FITUR TAMBAHAN PADA APLIKASI MOBILE GAME FREEMIUM DENGAN MEDIASI CBI
Abstract
The willingness of customers to pay for additional features of the mobile freemium games is an interesting benchmark to research. The purpose of this study is to investigate the influence of social media activities, such as e-WOM (electronic Word of Mouth) and or Social Media Marketing Effort (SMME) on Willingness To Pay (WTP), with special consideration of the role Consumer Brand Identification. It was found that SMME was not able to influence consumers in Indonesia to feel close to the brand, this happened because customers used the game's social media only to find one-way information and tutorials, and they preferred to interact directly with other gamers through the features in the game (e.g chat), and the customer prioritizes the entertainment and fun elements created from the interaction between these gamers. Further interviews with respondents also found that e-WOM is able to create deeper relationships for customers with the brand of the game they are playing, because customers often tell other gamers good things about the game when they interact each other, and they become endorser for the game which make they consistently connected with the brand. The analytical method used in this research is Particle Least Square Structural Equation Model (PLS SEM)
References
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Del Rio, A.B., Vazquez, R., and Iglesias, V. (2001), “The effects of brand associations on consumer response”, Journal of Consumer Marketing, Vol. 18 No. 5, pp. 410–425.
Durkin, M., McGowan, P., and Murray, L. (2014), “Perspectives on the Potential for Social Media to Improve Communication in Small Business–Bank Relationships”, International Journal of Entrepreneurship and Innovation, Vol. 15 No. 4, pp. 251-264.
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Felix, R., Rauschnabel, P., and Hinsch, C. (2017), “Elements of social media marketing: A holistic framework”, Journal of Business Research, Vol. 70, pp. 118-126.
Fornell, C.G. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
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Kim, A. and Ko, E. (2012), “Do social marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business Research, Vol. 65 No. 10, pp. 1480-1486.
King, R.A., Racherla, P., and Bush, V.D. (2014), “What we know and don’t know about online word-of-mouth: a review and synthesis of the literature”, Journal of Interactive Marketing, Vol. 28 No. 3, pp. 167-183
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Liu, Z. and Park, S. (2015), “What makes a useful online review? Implication for travel product websites”, Tourism Management, Vol. 47, pp. 140-151.
Manthiou, A., Chiang, L., and Tang, L. (2013), “Identifying and responding to customer needs on Facebook fan pages”, International Journal of Technology and Human Interaction, Vol. 9 No. 3, pp. 36-52.
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Muntinga, D., Moorman, M., and Smit, E. (2011), “Introducing COBRAs: Exploring motivations for brand-related social media use”, International Journal of Advertising, Vol. 30 No. 1, pp. 13-46.
Park, H. and Kim, Y. (2014), “The role of social network websites in the consumerbrand relationship”, Journal of Retailing and Consumer Services, Vol. 21 No. 4, pp. 460-467.
Phan, M., Thomas, R. and Heine, K. (2011), “Social media and luxury brand management: the case of Burberry”, Journal of Global Fashion Marketing, Vol. 2 No. 4, pp. 213-222.
Schau, H., and Gilly, M. (2003), “We are what we post? Self-presentation in personal web space”, Journal of Consumer Research, Vol. 30 No. 3, pp. 385-404.
So, K., King, C., Hudson, S., and Meng, F. (2017), “The missing link in building customer brand identification: The role of brand attractiveness”, Tourism Management, Vol. 59, pp. 640-651.
Stokburger-Sauer, N., Ratneshwar, S., and Sen, S. (2012), “Drivers of consumer– brand identification”, International Journal of Research in Marketing, Vol. 29 No. 4, pp. 406–418.
Torres, P., Augusto, M., and Godinho, P. (2017), “Predicting high consumer-brand identification and high repurchase: necessary and sufficient conditions”, Journal of Business Research, Vol. 79, pp. 52-65.
Torres, P., Augusto, M., Wallace, Elaine. (2018), “Improving consumers’ willingness to pay using social media activities”, Journal of Service Marketing, Vol. 32.
Tsai, W.H.S., and Men, L.R. (2013), “Motivations and antecedents of consumer engagement with brand pages on social networking sites”, Journal of Interactive Advertising, Vol. 13 No. 2, pp. 76-87.
Utkarsh, (2017), “Individual differences in consumer information search for services: A multiple mediation study”, Journal of Retailing and Consumer Services, Vol. 37, pp. 33-42
Vernuccio, M. (2014), “Communicating corporate brands through social media: an exploratory study,” International Journal of Business Communication, Vol. 51 No. 3, pp. 211-233.
Vock, M., van Dolen, W., and de Ruyter, K. (2013), “Understanding willingness to pay for social network sites”, Journal of Service Research, Vol. 16 No. 3, pp. 311-325.
Wolter, J.S., Brach, S., Cronin Jr., J.J., and Bonn, M. (2016), “Symbolic drivers of consumer-brand identification and disidentification”, Journal of Business Research, Vol. 69 No. 2, pp. 785-793.
Wragg, T. (2004), “Nurturing brand advocates”, Brand Strategy, Vol. 187, pp. 36-37.
Xiao, N, and Lee, S. H. (2014), “Brand identity fit in co-branding: The moderating role of C-B identification and consumer coping”, European Journal of Marketing, Vol. 48 No. 7-8, pp. 1239-1254.
Ye, Q., Law, R., Gu, B., and Chen, W. (2011), “The influence of user-generated content on traveler behavior: an empirical investigation on the effects of eword-of-mouth to hotel online bookings”, Computers in Human Behavior, Vol. 27 No. 2, pp. 634-639.
Zhu, Y.Q., and Chen, H.G. (2015), “Social media and human need satisfaction: implications for social media marketing”, Business Horizons, Vol. 58 No. 3, 335-345.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Ailawadi, K.L., Lehmmann, D.R., and Neslin, S.A. (2003), “Revenue premium as an outcome measure of brand equity”, Journal of Marketing, Vol. 67 No. 4, pp. 1-17.
Algharabat, R.S. (2017), “Linking social media marketing activities with brand love: The mediating role of self-expressive brands”, Kibernetes, Vol. 46 No. 10, pp. 1801-1819.
Anderson, J.C., and Gerbing, D.W. (1988), “Structural equation modelling in practice: a review and recommended two-step approach”, Psychological Bulletin, Vol. 103 No. 3, pp. 411-413.
Bagozzi, R.P. and Edwards, E.A. (1998), “Goal setting and goal pursuit in the regulation of body weight”, Psychology & Health, Vol. 13 No. 4, pp. 593-621.
Botha, E., and Mills, A.J. (2012), “Managing the new media: Tools for brand management in social media”, in Close, A. (Ed.), Online consumer behavior: Theory and research in social media, advertising and E-tail, Taylor & Francis, New York, NY, pp. 83–100
Brown, J., Broderick, A.J., and Lee, N. (2007), “Word of mouth communication within online communities: conceptualizing the online social network”, Journal of Interactive Marketing, Vol. 21 No. 3, pp. 2–20
Bryjolfsson, E. and Smith, M. (2000), “Frictionless commerce? A comparison of Internet and conventional retailers”, Management Science, Vol. 46 No. 4, pp. 563-585.
Chin, W.W. (1998), “The partial least squares approach to structural equation modeling”, in Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Mahwah, Erlbaum, pp. 295-358.
Chernev, A., Hamilton, R., and Gal, D. (2011), “Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding”, Journal of Marketing, Vol. 75 No. 3, pp. 66-82.
de Chernatony, L., Segal-Horn S. (2001), “Building on services’ characteristics to develop successful services brands”, Journal of Marketing Management, Vol. 17 No. 7–8, pp. 645–669.
Del Rio, A.B., Vazquez, R., and Iglesias, V. (2001), “The effects of brand associations on consumer response”, Journal of Consumer Marketing, Vol. 18 No. 5, pp. 410–425.
Durkin, M., McGowan, P., and Murray, L. (2014), “Perspectives on the Potential for Social Media to Improve Communication in Small Business–Bank Relationships”, International Journal of Entrepreneurship and Innovation, Vol. 15 No. 4, pp. 251-264.
Evans, D. (2012), Social media marketing: An hour a day, John Wiley & Sons, Indianapolis.
Felix, R., Rauschnabel, P., and Hinsch, C. (2017), “Elements of social media marketing: A holistic framework”, Journal of Business Research, Vol. 70, pp. 118-126.
Fornell, C.G. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
Fournier, S., and Lee, L. (2009), “Getting brand communities right”, Harvard Business Review, Vol.87 No. 4, pp. 343-373.
Gambetti, R.C., Graffigna, G. and Biraghi, S. (2012), “The grounded theory approach to consumer-brand engagement: the practitioner’s standpoint”, International Journal of Market Research, Vol. 54 No. 5, pp. 659-687.
Garnefeld, I., A. Eggert, S. V. Helm, and Tax., S.S. (2013), “Growing existing customers’ revenue streams through customer referral programs,” Journal of Marketing, Vol. 77 No. 4, pp. 17-32.
Gioia, D.A., Scultz, M., and Corley, K.G. (2000), “Organizational identity, image, and adaptative instability”, Academy of Management Review, Vol. 25 No. 1, pp. 63–81.
Godes, D. and Mayzlin, D. (2004), “Using online conversations to study word of mouth communication”, Marketing Science, Vol. 23 No. 4, pp. 545–560.
Grönroos, C., (1990), Services marketing management, Lexington Books, Lexington.
Hair, J.F., Ringle, C.M. and Sarstedt, M. (2011), “PLS-SEM: indeed a silver bullet”, Journal of Marketing Theory and Practice, Vol. 19 No. 2, pp. 139-151.
Harrison- Walker, J.L. (2001), “The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents”, Journal of Service Research, Vol. 41 No. 1, pp. 60-75.
Hars, A., and Ou, S. (2002), “Working for free? Motivations for participating in opensource projects,” International Journal of Electronic Commerce, Vol. 6 No. 3, pp. 25-39.
He, H., Li, Y., and Harris, L. (2012), “Social identity perspective on brand loyalty”, Journal of Business Research, Vol. 65 No. 5, pp. 648-657.
Keh, H.T. and Xie, Y. (2009), “Corporate reputation and customer behavioral intentions: The roles of trust, identification, and commitment”, Industrial Marketing Management, Vol. 38 No. 7, pp. 732-742
Keller, K.L. (2009), “Building strong brands in modern marketing communications environment”, Journal of Marketing Communications, Vol. 15 Nos. 2/3, pp. 139-155.
Kelly, L., Kerr, G. and Drennan, J. (2010), “Avoidance of advertising in social networking sites: the teenage perspective”, Journal of Interactive Advertising, Vol. 10 No. 2, pp. 16-27.
Kim, A. and Ko, E. (2012), “Do social marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business Research, Vol. 65 No. 10, pp. 1480-1486.
King, R.A., Racherla, P., and Bush, V.D. (2014), “What we know and don’t know about online word-of-mouth: a review and synthesis of the literature”, Journal of Interactive Marketing, Vol. 28 No. 3, pp. 167-183
Kozinets, R., de Valck, K., Wojnicki, A., and Winer, S. (2010), “Networked narratives: Understanding word-of-mouth marketing in online communities”, Journal of Marketing, Vol. 74 No. 2, 71-89
Lam, S.K., Ahearne, M., Hu, Y., and Schillewaert, N. (2010), “Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective”, Journal of Marketing, Vol. 74 No. 6, pp. 128-146
Liu, Y., Chen, Y., Lusch, R.F., Chen, H., Zimbra, D., and Zeng, S. (2012), “User generated content on social media: predicting market success with online word-of-mouth”, IEEE Intelligent Systems, Vol. 25 No. 1, pp. 75-78.
Liu, Z. and Park, S. (2015), “What makes a useful online review? Implication for travel product websites”, Tourism Management, Vol. 47, pp. 140-151.
Manthiou, A., Chiang, L., and Tang, L. (2013), “Identifying and responding to customer needs on Facebook fan pages”, International Journal of Technology and Human Interaction, Vol. 9 No. 3, pp. 36-52.
Martin, K. and Todorov, I. (2010), “How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?”, Journal of Interactive Advertising, Vol. 10 No. 2, pp. 61-66.
Muntinga, D., Moorman, M., and Smit, E. (2011), “Introducing COBRAs: Exploring motivations for brand-related social media use”, International Journal of Advertising, Vol. 30 No. 1, pp. 13-46.
Park, H. and Kim, Y. (2014), “The role of social network websites in the consumerbrand relationship”, Journal of Retailing and Consumer Services, Vol. 21 No. 4, pp. 460-467.
Phan, M., Thomas, R. and Heine, K. (2011), “Social media and luxury brand management: the case of Burberry”, Journal of Global Fashion Marketing, Vol. 2 No. 4, pp. 213-222.
Schau, H., and Gilly, M. (2003), “We are what we post? Self-presentation in personal web space”, Journal of Consumer Research, Vol. 30 No. 3, pp. 385-404.
So, K., King, C., Hudson, S., and Meng, F. (2017), “The missing link in building customer brand identification: The role of brand attractiveness”, Tourism Management, Vol. 59, pp. 640-651.
Stokburger-Sauer, N., Ratneshwar, S., and Sen, S. (2012), “Drivers of consumer– brand identification”, International Journal of Research in Marketing, Vol. 29 No. 4, pp. 406–418.
Torres, P., Augusto, M., and Godinho, P. (2017), “Predicting high consumer-brand identification and high repurchase: necessary and sufficient conditions”, Journal of Business Research, Vol. 79, pp. 52-65.
Torres, P., Augusto, M., Wallace, Elaine. (2018), “Improving consumers’ willingness to pay using social media activities”, Journal of Service Marketing, Vol. 32.
Tsai, W.H.S., and Men, L.R. (2013), “Motivations and antecedents of consumer engagement with brand pages on social networking sites”, Journal of Interactive Advertising, Vol. 13 No. 2, pp. 76-87.
Utkarsh, (2017), “Individual differences in consumer information search for services: A multiple mediation study”, Journal of Retailing and Consumer Services, Vol. 37, pp. 33-42
Vernuccio, M. (2014), “Communicating corporate brands through social media: an exploratory study,” International Journal of Business Communication, Vol. 51 No. 3, pp. 211-233.
Vock, M., van Dolen, W., and de Ruyter, K. (2013), “Understanding willingness to pay for social network sites”, Journal of Service Research, Vol. 16 No. 3, pp. 311-325.
Wolter, J.S., Brach, S., Cronin Jr., J.J., and Bonn, M. (2016), “Symbolic drivers of consumer-brand identification and disidentification”, Journal of Business Research, Vol. 69 No. 2, pp. 785-793.
Wragg, T. (2004), “Nurturing brand advocates”, Brand Strategy, Vol. 187, pp. 36-37.
Xiao, N, and Lee, S. H. (2014), “Brand identity fit in co-branding: The moderating role of C-B identification and consumer coping”, European Journal of Marketing, Vol. 48 No. 7-8, pp. 1239-1254.
Ye, Q., Law, R., Gu, B., and Chen, W. (2011), “The influence of user-generated content on traveler behavior: an empirical investigation on the effects of eword-of-mouth to hotel online bookings”, Computers in Human Behavior, Vol. 27 No. 2, pp. 634-639.
Zhu, Y.Q., and Chen, H.G. (2015), “Social media and human need satisfaction: implications for social media marketing”, Business Horizons, Vol. 58 No. 3, 335-345.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2021-06-16
How to Cite
Soesilo, P. K. M., Prayogo, R. P., Talumewo, V. V., & Purnomo, W. A. (2021). PENGARUH WOM DAN SMME TERHADAP WTP FITUR TAMBAHAN PADA APLIKASI MOBILE GAME FREEMIUM DENGAN MEDIASI CBI. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(2), 750-777. https://doi.org/10.31955/mea.v5i2.1162
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