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The Effectiveness of Facilitated Business-to-Business Word-of Mouth Marketing Strategies on Target Participants’ Information Sharing Behavior

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Author Info

  • Xu, Pei
  • Fulton, Joan R.
  • Alexander, Corinne E.
  • Akridge, Jay T.

Abstract

This study examines the impact of facilitated business-to-business (B2B) word-of-mouth (WOM) on participants' information transmission decisions. We also examine characteristics of WOM participants and determine the types of participants who spread information. Understanding WOM participants' information sharing decisions is extremely important to agribusinesses using WOM in their marketing mix. For an expendable crop input, the most important factor in determining whether producers share WOM initiative information with peers is how often they are asked for advice by their peers. In contrast, for an expendable companion animal product the most important factor in determining whether veterinarians share WOM initiative information with peers is whether they had a satisfactory experience in the WOM initiative.

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Bibliographic Info

Article provided by International Food and Agribusiness Management Association (IAMA) in its journal International Food and Agribusiness Management Review.

Volume (Year): 12 (2009)
Issue (Month): 2 ()
Pages:

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Handle: RePEc:ags:ifaamr:53751

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Related research

Keywords: facilitated B2B WOM; effectiveness of facilitated B2B WOM; indirect impact of facilitated B2B WOM; agribusiness firms’ information sharing decisions; Agribusiness; Industrial Organization; Marketing; Teaching/Communication/Extension/Profession; Q10; Q13;

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