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Modeling word-of-mouth usage

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  • Martin, William C.
  • Lueg, Jason E.
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    Abstract

    Despite the recognized influence of word-of-mouth (WOM) in the consumer decision making process, research investigating how listeners of WOM use this communication is limited. In this paper, the authors present a model which integrates factors influencing listeners' usage of WOM (WOMU) and the consequences of WOMU in listeners' purchase decisions. Empirical testing of the model indicates that characteristics of both the WOM speaker (trustworthiness, experience, and evidence) and the WOM listener (self-perceived knowledge and purchase involvement) affect WOMU, as well as whether the WOM is face-to-face or online. The results also show that WOMU strongly relates to attitude toward the recommended product. Implications for retailers and marketing researchers are given along with directions for future research.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 7 ()
    Pages: 801-808

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:7:p:801-808

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Interpersonal communication; Social influence; Adoption; Diffusion;

    References

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    1. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    2. Hartline, Michael D. & Jones, Keith C., 1996. "Employee performance cues in a hotel service environment: Influence on perceived service quality, value, and word-of-mouth intentions," Journal of Business Research, Elsevier, vol. 35(3), pages 207-215, March.
    3. Babin, Barry J. & Hardesty, David M. & Suter, Tracy A., 2003. "Color and shopping intentions: The intervening effect of price fairness and perceived affect," Journal of Business Research, Elsevier, vol. 56(7), pages 541-551, July.
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    5. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. " Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 454-62, March.
    6. Bone, Paula Fitzgerald, 1995. "Word-of-mouth effects on short-term and long-term product judgments," Journal of Business Research, Elsevier, vol. 32(3), pages 213-223, March.
    7. Maxham, James III, 2001. "Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions," Journal of Business Research, Elsevier, vol. 54(1), pages 11-24, October.
    8. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(04), pages 333-348, December.
    9. Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, University of Chicago Press, vol. 12(3), pages 341-52, December.
    10. Leonard-Barton, Dorothy, 1985. " Experts as Negative Opinion Leaders in the Diffusion of a Technological Innovation," Journal of Consumer Research, University of Chicago Press, vol. 11(4), pages 914-26, March.
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