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Cited by 916

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

Buttle, Francis A.·1998·Journal of Strategic Marketing
DOI 10.1080/096525498346658
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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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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
DOI
10.1080/096525498346658
OpenAlex
W2040686047
Cited by
916
References
48
FWCI
10.05
Type
journal article
Language
en
Open access
closed

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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.