Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study

Purpose - Organizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) represents such an opportunity because it has a powerful influence on consumers' attitudes and behaviors. However, prior research offers little insight into what WOM really means. The pres...

Full description

Saved in:
Bibliographic Details
Published in:European journal of marketing 2007-11, Vol.41 (11/12), p.1475-1494
Main Authors: Mazzarol, Tim, Sweeney, Jillian C, Soutar, Geoffrey N
Format: Article
Language:English
Subjects:
Communication
Competitive advantage
Consumer attitudes
Consumer behavior
Consumers
Customer satisfaction
Customer services
Decision making
Loyalty
Market strategy
Qualitative research
Quality of service
Studies
Word of mouth advertising
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Purpose - Organizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) represents such an opportunity because it has a powerful influence on consumers' attitudes and behaviors. However, prior research offers little insight into what WOM really means. The present study aims to investigate the complexities of the WOM concept and simultaneously examine the triggers that motivate people to offer WOM and the conditions that enhance the chance of WOM occurring.Design methodology approach - A series of six focus groups were undertaken with consumers, these were supplemented by more than 100 critical incident questionnaires.Findings - Two key WOM themes, termed "richness of message" and "strength of implied or explicit advocacy", were identified, as well as various triggers and conditions that affect WOM occurrence.Research limitations implications - The study was based on two kinds of qualitative research, but quantitative research is required to fully test the derived WOM model. Further, the study focused on WOM from a giver's point of view. Research into WOM from a receiver's viewpoint is also needed.Practical implications - The present study suggested that WOM activity is more complex than previous research has argued. Managers should consider various WOM facets and, in particular, recognize WOM will be most favorable when it is positive, richly described and conveyed in a strong manner.Originality value - The paper developed a WOM model that incorporates these additional themes and provides a basis for future quantitative research into WOM.
ISSN:0309-0566
1758-7123
DOI:10.1108/03090560710821260