Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives

The evidence from the Croatian adult population

Bibliographic Data

ID15067604
AuthorsIvana Kursan Milaković (0000-0003-3843-8908, University of Split), Ivan-Damir Anič (0000-0003-0179-6410, Department for Innovation, Business Economics and Business Sectors, The Institute of Economics, Zagreb, Croatia, corresponding author), Mirela Mihić (0000-0002-5768-2431, University of Split)
Year2020
Volume33
Issue1
Pages1667-1684
Publication date2020-01-01
Open AccessYes
TypeARTICLE
VenueEconomic Research-Ekonomska Istraživanja (JOURNAL)
Journal identifiersISSN: 1331-677X • E-ISSN: 1848-9664
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/1331677x.2020.1756373
OpenAlexW3016886419
LanguageEN
Citations received3
References cited34

This article addresses the issue of predicting and stimulating consumers’ word of mouth communication (WOM). It contributes to the WOM literature by examining and comparing the magnitude of effects of a set of antecedents and consequences of WOM information spread and WOM information seek in one model. The data collected from consumer survey in Croatia were analysed using structural equation modelling (SEM). The results reveal that consumer innovativeness, followed by price sensitivity and attitudes towards advertising are the most important drivers of both WOM variables, whereas the effects are stronger for WOM information seek than WOM information spread. The results also indicate that WOM information seek has a four times stronger effect on buying intention than WOM information spread, which can be utilised by retailers. Accordingly, retailers should focus on WOM information seek and try to stimulate it by introducing new products in the first place, but also with frequent sales, and appealing advertising messages

Advertising · Business · Croatian · Population · Sociology · Structural equation modeling · Word of mouth · Computer Science · Consumer Behavior in Brand Consumption and Identification · Demography · Digital Marketing and Social Media · Psychology · Technology Adoption and User Behaviour · Marketing

Tools

Open DOIOpen Access