Word-of-mouth is more than recommendations

Jan Mattsson; Magnus Söderlund

Word-of-mouth is more than recommendations

Jan Mattsson, Magnus Söderlund

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

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.

Original language	English
Title of host publication	ANZMAC annual conference
Number of pages	7
Publisher	ANZMAC : Australian New Zeeland Marketing Associationn
Publication date	2011
Publication status	Published - 2011
Event	Australian 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 2011 → 30 Nov 2011 http://anzmac2011.com.au/

Conference

Conference	Australian and New Zealand Marketing Academy Annual Conference (ANZMAC) 2011
Location	Perth Convention and Exhibition Centre
Country/Territory	Australia
City	Perth
Period	27/11/2011 → 30/11/2011
Internet address	http://anzmac2011.com.au/

Keywords

Word of Mouth Recommendation

Link to document

ANZMAC2011word of mouthSubmitted manuscript, 74 KB

http://anzmac2011.com.au/

Cite this

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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{\textquoteright}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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AU - Mattsson, Jan

AU - Söderlund, Magnus

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N2 - 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.

AB - 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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M3 - Article in proceedings

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PB - ANZMAC : Australian New Zeeland Marketing Associationn

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