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Effect of Trust Factors on Consumer’s Acceptance of Word of Mouth Recommendation

Author

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  • Hasan, Syed Akif
  • Subhani, Muhammad Imtiaz
  • Osman, Ms. Amber

Abstract

This study investigates the effects of Trust Factors on Customer’s Acceptance of Word of Mouth recommendations. A sample size of 1000 consumers of different brands has been taken randomly on the basis of convenience. Results obtained from statistical analysis using the Logistic regression as a statistical tool which showed that the individual variables like experience, affinity, expertise are displaying no significant impact upon the acceptance of word of mouth.

Suggested Citation

  • Hasan, Syed Akif & Subhani, Muhammad Imtiaz & Osman, Ms. Amber, 2012. "Effect of Trust Factors on Consumer’s Acceptance of Word of Mouth Recommendation," MPRA Paper 39101, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:39101
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    References listed on IDEAS

    as
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    2. Rudd, Joel & Kohout, Frank J, 1983. "Individual and Group Consumer Information Acquisition in Brand Choice Situations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(3), pages 303-309, December.
    3. Bearden, William O & Etzel, Michael J, 1982. "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 183-194, September.
    4. Laroche, Michel & Kim, Chankon & Zhou, Lianxi, 1996. "Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context," Journal of Business Research, Elsevier, vol. 37(2), pages 115-120, October.
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    Cited by:

    1. Shakeel Ahmed & Muhammad Hasnain Ali, 2022. "Institutional Service Quality, Word of Mouth and Institutional Image: An Empirical Study of Pakistani Universities," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(1), pages 18-30, March.
    2. Nischay Kumar Upamannyu & Sneha Rajput & S. S. Bhakar, 2023. "Antecedents of Customer Loyalty and Word of Mouth: A Study on Consumer Durables in Emerging Economies," FIIB Business Review, , vol. 12(4), pages 439-458, December.
    3. Grubor, Aleksandar & Leković, Ksenija & Tomić, Slavica, 2020. "Tourists' Recommendations: Socio-demographic Analysis," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2020), Virtual Conference, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020, pages 441-449, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

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    More about this item

    Keywords

    Expertise; Experience; Impartiality; Affinity; Track Record of recommender;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • A1 - General Economics and Teaching - - General Economics

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