Word-of-mouth is more than recommendations

Jan Mattsson, Magnus Söderlund

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

    Resumé

    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.
    OriginalsprogEngelsk
    TitelANZMAC annual conference
    Antal sider7
    ForlagANZMAC : Australian New Zeeland Marketing Associationn
    Publikationsdato2011
    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
    http://anzmac2011.com.au/

    Konference

    KonferenceAustralian and New Zealand Marketing Academy Annual Conference (ANZMAC) 2011
    LokationPerth Convention and Exhibition Centre
    LandAustralien
    ByPerth
    Periode27/11/201130/11/2011
    Internetadresse

    Bibliografisk note

    Proceeding findes kun på cd-rom

    Citer dette

    Mattsson, J., & Söderlund, M. (2011). Word-of-mouth is more than recommendations. I ANZMAC annual conference ANZMAC : Australian New Zeeland Marketing Associationn.
    Mattsson, Jan ; Söderlund, Magnus. / Word-of-mouth is more than recommendations. ANZMAC annual conference. ANZMAC : Australian New Zeeland Marketing Associationn, 2011.
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    title = "Word-of-mouth is more than recommendations",
    abstract = "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.",
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    Mattsson, J & Söderlund, M 2011, Word-of-mouth is more than recommendations. i ANZMAC annual conference. ANZMAC : Australian New Zeeland Marketing Associationn, Perth, Australien, 27/11/2011.

    Word-of-mouth is more than recommendations. / Mattsson, Jan; Söderlund, Magnus.

    ANZMAC annual conference. ANZMAC : Australian New Zeeland Marketing Associationn, 2011.

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

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    Mattsson J, Söderlund M. Word-of-mouth is more than recommendations. I ANZMAC annual conference. ANZMAC : Australian New Zeeland Marketing Associationn. 2011