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Personal communication
Abstract
This chapter emphasizes the significant influence of personal communication, particularly recommendations from friends, on consumer decision-making, especially for high-involvement products. Research indicates that people trust personal recommendations more than commercial advertising. Religious individuals, particularly in Islamic cultures, prefer advice from their faith community over anonymous sources like mass media. Additionally, religious customers are more likely to share negative word-of-mouth experiences when they feel mistreated by a provider. They play active roles in communication networks, serving as both information seekers and providers, making them valuable targets for companies seeking to engage with their religious customer base effectively.
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Citations
Cited by
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Odunfa, S. A., & Oyewole, O. B. (1998) · Microbiology of Fermented Foods · doi:10.1007/978-1-4613-0309-1_23 · Cited by 278
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Ancient Platinum Technology in South America: Its use by the Indians in Pre-Hispanic Times
Scott, D. A., & Bray, W. (1980) · Platinum Metals Review · doi:10.1595/003214080x244147157 · Cited by 20
Metadata
- Authors
- Cabano, F. G., Müller, S., & Gelbrich, K.
- Venue
- Interfaith Marketing
- Publisher
- Routledge
- Published
- 2024-10-29
- Pages
- 249-250
- OpenAlex
- W4403868128
- Cited by
- 1,464
- References
- 0
- FWCI
- 229.29
- Type
- book chapter
- Language
- en
- Open access
- closed
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- Cabano, F. G., Müller, S., & Gelbrich, K. (2024). Personal communication. Interfaith Marketing. https://doi.org/10.4324/9781003506010-51
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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.
