Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population

Abstract

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.

Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour

“…Consumer BIN had a positive and significant effect on consumer BAB, so actual BAB may be consistent with their pre-BIN. Accordingly, pre-banking intention was a direct antecedent of consumer actual BAB, corroborating previous studies (Milaković et al. , 2020; Mahmood and Baharun, 2018).…”

“…Consumer BIN had a positive and significant effect on consumer BAB, so actual BAB may be consistent with their pre-BIN. Accordingly, pre-banking intention was a direct antecedent of consumer actual BAB, corroborating previous studies (Milakovi c et al, 2020;Mahmood and Baharun, 2018). Thus, this study presents a noteworthy theoretical contribution, particularly in the financial service sector, in that it has narrowed the theoretical gaps in former research (Bullock et al, 2020;Lazaroiu et al, 2020;Lin et al, 2020) by extending the TPB to account for the emotional and habitual antecedents that affect pre-purchase decisions and their synergistic effect.…”

“…Engaging a quantitative, deductive approach, the study used Structural Equation Modelling (SEM) to examine if the hypothesised structural relationships in the conceptual model were empirically supported (Milakovi c et al, 2020;Chauhan et al, 2019). The study involved using a seven-point Likert scale psychometric questionnaire.…”

“…In consumer banking, SNs are social pressures imposed by social groups (e.g. family and friends, co-workers and existing banking consumers, financial advisors, financial regulators and consumer protection agencies) who tend to influence consumers' decisions towards banking products/services (Milakovi c et al, 2020;Yen et al, 2019;Cucinelli et al, 2016). In Ghana, Nimako and Nyame (2015) reported that unsatisfied consumers were likely to warn family and friends from using the services of their banks.…”

How electronic word of mouth dynamically influences product sales and supplies: an evidence from China film industry

“…A survey showed that 83% of consumers agree that eWOM affects their final decisions (Channel Advisor, 2011). eWOM communication was suggested to be a more efficient communication channel with less investments than traditional advertising (Milakovi c et al, 2020) and has been recognized as a process of personal influence that affects consumers' attitudes, decision-making, and purchases (Ansary & Hashim, 2018;Lee & Choeh, 2018;Bucko & Kakalej c ık, 2018). Kim et al (2019) believe that eWOM volume have a very important impact on DVD sales.…”