'Click here to share with a friend': a uses and gratifications approach to word-of-mouth marketing effectiveness

Coyle, James R.; Smith, Ted J.; Lightfoot, Elizabeth; Neace, William; Platt, Glenn

doi:10.1504/ijemr.2011.045609

Cited by 4 publications

(3 citation statements)

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“…Moreover, from a theoretical point of view, the results of the study, add to the scarce body of work which tried to explain eWOM by its relation to the U&G paradigm (Chu & Lu, 2007;Coyle et al, 2011;Close & Kukar-Kinney, 2010;Huang, 2008;Luo, 2002). It must be considered that, due fundamentally to the novelty of the study, all of the motivational factors that we have identified and described as determinant for the three analyzed types of eWOM practice on Facebook [1) connection to commercial pages and brand-related groups; 2) publication of content on the walls of commercial pages, and 3) brand-related groups, or exchange of content on brands, are specific contributions by this study.…”

Section: Discussionmentioning

confidence: 76%

“…Although, U&G have been applied to marketing research (Close & Kukar-Kinney, 2010;Chu & Lu, 2007;Huang, 2008;Luo, 2002), even to eWOM (Coyle et al, 2011), there is no known study that investigates the psychological aspects that explain users motivations and gratifications for engaging in eWOM practices in Facebook. This study aims to contribute to this shortcoming.…”

Section: Uses and Gratifications Theory (Uandg)mentioning

confidence: 99%

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Quando o Usuário se torna um Publicitário: Motivações para Ewom - Propaganda Boca a Boca Eletrônica - No Facebook

Serra

Soto-Sanfiel

2014

Rev. Bras. Mark.

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Esta pesquisa qualitativa, descritiva e exploratria busca obter informaes sobre o boca-a-boca eletrnico (em ingls, electronic Word of Mouth, eWOM) atravs de sites de redes sociais. Especificamente, seu objetivo aprofundar os conhecimentos para a identificao de Usos e Gratificaes buscados (motivaes manifestas e latentes) pelos usurios que se implicam em prticas de eWOM no Facebook, bem como para a identificao de gratificaes obtidas com tal comportamento. Depois de aplicar entrevistas com questionrio aberto a 25 indivduos e analisar qualitativamente suas respostas, chegou-se aos resultados deste estudo, que fornecem informaes sobre as motivaes e gratificaes relacionadas aos atos de conectar-se a pginas comerciais, publicar contedo nos muros de pginas comerciais e trocar informaes com outros usurios sobre marcas comerciais. Tais resultados so teis tanto para estudos acadmicos de comunicao quanto para agentes de marketing e publicidade.DOI: 10.5585/remark.v13i1.2584

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Section: Discussionmentioning

confidence: 76%

Section: Uses and Gratifications Theory (Uandg)mentioning

confidence: 99%

Quando o Usuário se torna um Publicitário: Motivações para Ewom - Propaganda Boca a Boca Eletrônica - No Facebook

Serra

Soto-Sanfiel

2014

Rev. Bras. Mark.

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“…Online word‐of‐mouth marketing taps into the trend of consumers actively creating, modifying and collaborating on content online by making them important message‐distribution channel members, leading to great reach potential (Coyle et al , 2011). Often, such online consumer activity revolves around brands.…”

Section: Prior Research On Wom Marketingmentioning

confidence: 99%

Electronic word of mouth

Ahrens

Coyle

Strahilevitz

2013

European Journal of Marketing

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PurposeThe purpose of this work is to test several incentive strategies for attaining new customers via electronic referrals, or e‐referrals. The paper aims to examine: the roles of both the magnitude of the incentive offered to the sender and the magnitude of the incentive offered to the receiver; and the effect of equity versus inequity of financial incentives for the two parties.Design/methodology/approachThe study consisted of a large‐scale field experiment conducted with 45,000 members of an online mall. The participants were divided into eight conditions in an incomplete two‐factor 4×4 between‐subjects design, where not every combination of incentive magnitudes was utilized and the magnitude of the incentive offered the receiver and sender varied in size such that sometimes rewards were equal, sometimes receivers of the e‐referral had larger rewards, and sometimes senders of the e‐referral s received more. Dependent measures included the number of e‐referrals sent, the number of those e‐referrals that lead to a new customer registering, and the number of new registrants that converted to buyers from completing a purchase.FindingsThe results demonstrate that both the magnitude of financial incentives, and the relative magnitude of the incentives for the senders and receivers both influence e‐referral rates. Specifically, it was found that offering higher incentives to senders and receivers led to an increase in referral invitations sent, new member sign‐ups and new buyers. It was also found that the disparity between incentives offered to senders and receivers affected e‐referral rates and that inequity should favor the sender to enhance results.Originality/valueThis paper offers marketers valuable insights as to how different combinations of financial incentives to receivers and senders can affect e‐referral rates. The findings suggest that potential referrers respond not only to referral incentives but also to the disparity between their incentives and the receivers' incentives.

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Advertising Media Selection Framework Using Fuzzy VIKOR Approach: A Case of New Insurance Product

Suresh

Joshy

2021

Springer Proceedings in Materials

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'Click here to share with a friend': a uses and gratifications approach to word-of-mouth marketing effectiveness

Cited by 4 publications

References 0 publications

Quando o Usuário se torna um Publicitário: Motivações para Ewom - Propaganda Boca a Boca Eletrônica - No Facebook

Quando o Usuário se torna um Publicitário: Motivações para Ewom - Propaganda Boca a Boca Eletrônica - No Facebook

Electronic word of mouth

Advertising Media Selection Framework Using Fuzzy VIKOR Approach: A Case of New Insurance Product

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