search query: @author Soutar, G.N. / total: 6
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| Author: | Mazzarol, T. Sweeney, J.C. Soutar, G.N. |
| Title: | Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study |
| Journal: | European Journal of Marketing
2007 : VOL. 41:11/12 p. 1475-1494 |
| Index terms: | marketing strategy communication consumer behaviour competitive strategy |
| Language: | eng |
| Abstract: | The aim of this study is to examine the complexities of word-of-mouth (WOM) concept and at the same time investigate the triggers that motivate people to offer WOM and the circumstances that increase the possibility of WOM occurring. The authors conduct questionnaires with over 100 consumers in series of six focus groups. Findings show that there are two main WOM themes, identified as "richness of mesasge" and "strength of implied or explicit advocacy". In addition the authors found various triggers and conditions that impact the occurrence of WOM. |
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