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Modeling word-of-mouth usage


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


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.

Suggested Citation

  • Martin, William C. & Lueg, Jason E., 2013. "Modeling word-of-mouth usage," Journal of Business Research, Elsevier, vol. 66(7), pages 801-808.
  • Handle: RePEc:eee:jbrese:v:66:y:2013:i:7:p:801-808
    DOI: 10.1016/j.jbusres.2011.06.004

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    References listed on IDEAS

    1. 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.
    2. 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.
    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.
    4. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    5. 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.
    6. Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, Oxford University Press, vol. 12(3), pages 341-352, December.
    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. Leonard-Barton, Dorothy, 1985. " Experts as Negative Opinion Leaders in the Diffusion of a Technological Innovation," Journal of Consumer Research, Oxford University Press, vol. 11(4), pages 914-926, March.
    9. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. " Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 350-362, December.
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    Cited by:

    1. Cheng, Yi-Hsiu & Ho, Hui-Yi, 2015. "Social influence's impact on reader perceptions of online reviews," Journal of Business Research, Elsevier, vol. 68(4), pages 883-887.
    2. repec:eee:touman:v:57:y:2016:i:c:p:373-386 is not listed on IDEAS
    3. repec:eee:jbrese:v:80:y:2017:i:c:p:176-187 is not listed on IDEAS
    4. Yuangao Chen & Shuiqing Yang & Zhoujing Wang, 2016. "Service cooperation and marketing strategies of infomediary and online retailer with eWOM effect," Information Technology and Management, Springer, vol. 17(2), pages 109-118, June.
    5. Ranaweera, Chatura & Jayawardhena, Chanaka, 2014. "Talk up or criticize? Customer responses to WOM about competitors during social interactions," Journal of Business Research, Elsevier, vol. 67(12), pages 2645-2656.
    6. repec:eee:jbrese:v:82:y:2018:i:c:p:160-170 is not listed on IDEAS


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