Word-of-mouth is more than recommendations

Jan Mattsson, Magnus Söderlund

    Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review


    Word-of-mouth (WOM) is often operationalized as recommendations, which is only one among several aspects of WOM. Therefore, a focus on recommendations is likely to misrepresent what customers say to other customers. Our empirical study found support for this argument: we found that the sender’s telling of what had happened to him/her, in terms of a story, is an additional part of WOM. We also found that customer satisfaction, generally considered a main determinant of WOM (when it is narrowly defined as recommendations), is a less potent predictor of WOM than the level of incongruence of the event triggering WOM.
    TitelANZMAC annual conference
    Antal sider7
    ForlagANZMAC : Australian New Zeeland Marketing Associationn
    StatusUdgivet - 2011
    BegivenhedAustralian and New Zealand Marketing Academy Annual Conference (ANZMAC) 2011 : Marketing in the Age of Consumerism: Jekyll or Hyde? - Perth Convention and Exhibition Centre, Perth, Australien
    Varighed: 27 nov. 201130 nov. 2011


    KonferenceAustralian and New Zealand Marketing Academy Annual Conference (ANZMAC) 2011
    LokationPerth Convention and Exhibition Centre

    Bibliografisk note

    Proceeding findes kun på cd-rom

    Citer dette