Word-of-mouth is more than recommendations

Jan Mattsson, Magnus Söderlund

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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.
    Original languageEnglish
    Title of host publicationANZMAC annual conference
    Number of pages7
    PublisherANZMAC : Australian New Zeeland Marketing Associationn
    Publication date2011
    Publication statusPublished - 2011
    EventAustralian and New Zealand Marketing Academy Annual Conference (ANZMAC) 2011 : Marketing in the Age of Consumerism: Jekyll or Hyde? - Perth Convention and Exhibition Centre, Perth, Australia
    Duration: 27 Nov 201130 Nov 2011


    ConferenceAustralian and New Zealand Marketing Academy Annual Conference (ANZMAC) 2011
    LocationPerth Convention and Exhibition Centre
    Internet address


    • Word of Mouth Recommendation

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