The DOI matches its Crossref record; 48 of the 48 references it cites were found in a registry or an index.
Word of mouth: understanding and managing referral marketing
Abstract
Marketing practitioners and theorists routinely cite the power of the personal referral on customer behaviour. However, relatively few companies have tried to harness the power of word of mouth (WOM). Scholars have been pondering WOM over 2400 years, although modern marketing research into WOM started only relatively recently, in the post-war 1940s. WOM can be characterized by valence, focus, timing, solicitation and degree of management intervention. Most recent WOM research has been conducted from a customer-to-customer perspective, even though WOM is found in other contexts such as influence, employee and recruitment markets. Marketing research into WOM has attempted to answer two questions. What are the antecedents of WOM? What are the consequences of WOM? This paper integrates that research into a contingency model and attempts to identify researchable gaps in our knowledge.
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Cites
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A Theory of Cognitive Dissonance
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A Theory of Cognitive Dissonance
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Marketing management: analysis. planning. implementation and control
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The Nature and Determinants of Customer Expectations of Service
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Product/Consumption-Based Affective Responses and Postpurchase Processes
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“Westbrook (1987) reported that WOM is mediated by satisfaction levels.”
BackgroundMarketing Management: Analysis, Planning and Control
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Cited by
Electronic word-of-mouth in hospitality and tourism management
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008) · Tourism Management · doi:10.1016/j.tourman.2007.05.011 · Cited by 3,267
Park, D.-H., Lee, J., & Han, I. (2007) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415110405 · Cited by 2,106
Harrison-Walker, L. J. (2001) · Journal of Service Research · doi:10.1177/109467050141006 · Cited by 1,583
Hennig-Thurau, T., Walsh, G., & Walsh, G. (2003) · International Journal of Electronic Commerce · doi:10.1080/10864415.2003.11044293 · Cited by 939
The moderating effect of customer perceived value on online shopping behaviour
Hsin Chang, H., & Wang, H. (2011) · Online Information Review · doi:10.1108/14684521111151414 · Cited by 398
Metadata
- Authors
- Buttle, F. A.
- Venue
- Journal of Strategic Marketing
- Publisher
- Informa UK Limited
- Published
- 1998-01
- Volume
- 6
- Issue
- 3
- Pages
- 241-254
- ISSN
- 0965-254X (ISSN-L)
- 1466-4488
- OpenAlex
- W2040686047
- Cited by
- 916
- References
- 48
- FWCI
- 10.05
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
