The impact of firms' marketing communication on word of mouth (WOM) has been studied extensively in recent years, with a growing focus on electronic word of mouth (eWOM). The advent of the internet and the participatory web or Web 2.0 has dramatically changed the relationship between marketers and consumers, with consumers playing a more active role. However, there is a gap in understanding this area, including a lack of research on identifying specific groups of consumers that companies should focus on for eWOM marketing. Eye-tracking techniques have been suggested to address this issue, but these methods can be costly and rely on lab-based observations. Analyzing unstructured data from consumer-to-consumer interactions on social media is an underutilized approach in current marketing literature. The authenticity of eWOM is a highly valuable trait, but there can be a tension between commercial and communal norms, even in relatively informal settings like a blogger endorsing a product.

인터넷과 스마트폰의 보급과 함께 사람들은 관심 있는 정보를 포털사이트에서 실시간으로 검색할 수 있게 되었다. 그에 따라 빅데이터가 비정형적으로 형성되고 이를 이용하기 위한 연구 분야가 발전하고 있다. 최근 식품분야 에서도 빅데이터를 활용한 연구의 필요성이 꾸준히 제기 되고 있다. 본 연구는 국내 최대 규모의 포털 사이트인 네이버의 검색 통계를 활용하여, 사람들의 연관 검색어 빈도에 따른 식품안전 사고 원인 식품과 식중독 원인 병원 체들의 관계를 분석하였다. 특히 식중독과 관련된 식품과 식중독 원인 병원체의 포털사이트 키워드 검색 건수와 해당 원인 식품 및 병원체의 뉴스검색 건수를 분석하였으며, 최종적으로 키워드 검색 건수와 실제 식중독 발생 시기의 상관관계를 분석하였다. 분석결과, 일반적으로 식중독 발생 직후 관련 키워드 검색 건수가 증가하는 것으로 나타 났으며, 특별하게 굴과 같은 계절성 식품의 경우 키워드 검색 건수 증가 이후에 식중독 사고가 발생한 것으로 나타났다. 따라서 본 연구결과를 통해 검색 건수가 증가하는 식중독 세균이나 식품들을 식중독 사전 예방적 차원의 정보로 활용할 수 있다면 식중독 사고 발생 가능성을 낮출 수 있을 것으로 사료된다.

Purpose: This study sought to investigate the critical features of Word of mouth (WOM) advertising and their impact on sport consumer behavior. Research design, data, and methodology: Target population of the study consisted of all sports consumer of the Federation of Special Patients and Organ Transplantation, Tehran (Iran), who had indirectly watched the World Organ Transplant Competition documentary at least once on others' advice. For this purpose, 360 sports consumers of the federation were purposefully selected and they were asked to complete the standard WOM advertising questionnaire of Asda and Ko. Pearson correlation coefficient test and modeling of structural equations were performed using Spss24 and Smart PLS software at an error level of 0.05 used to analyze the data. Results: The findings show that there is a significant relationship between experience and expertise, trust and validity, content richness, and the power of message transmission through WOM advertising and its predictability. Finally, interpersonal relationships and work involvement also had a moderating role in this regard. Conclusions: The general conclusion is that the components of WOM advertising as well as involvement and homophily with the mediating role directly as one of the presuppositions for persuasion. The sports consumer was promoting WOM.