haku: @author Soutar, G.N. / yhteensä: 6
viite: 4 / 6
| Tekijä: | Sweeney, J.C. Soutar, G.N. Mazzarol, T. |
| Otsikko: | Factors influencing word of mouth effectiveness: receiver perspectives |
| Lehti: | European Journal of Marketing
2008 : VOL. 42:3/4, p. 344-364 |
| Asiasana: | service marketing consumers consumer behaviour communication |
| Kieli: | eng |
| Tiivistelmä: | Especially within professional services environments, word of mouth (WOM) is becoming increasingly recognized as an important form of promotion. This paper aims at exploring the factors that are likely to enhance the chances that receivers of positive WOM might be influenced by such information. Findings from six focus group discussions and over 100 critical incident forms are explored. It is found that the potential for WOM to impact on perceptions or on actions depends on the nature of the sender-receiver relationship, the richness and strength of the message and its delivery, and various personal and situational factors. |
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