Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators

Abstract

Although word-of-mouth (WOM) activity has been studied as an outcome variable of other constructs such as satisfaction, less attention has been given to the antecedents and moderators of WOM when considering WOM as a central construct. Hence, we propose a model of WOM antecedents and moderators using a meta-analytic review. The results show that all antecedents have significant effects on WOM activity, with customer commitment showing the strongest effect. The following hypotheses are also supported: (1) WOM valence is a significant moderator, (2) cross-sectional studies show a stronger influence of satisfaction and loyalty on WOM activity than longitudinal studies, and (3) studies of WOM behavior show a weaker link between loyalty and WOM activity than studies of WOM intentions. In addition, we show that satisfaction has a stronger relationship with positive WOM than loyalty, whereas (dis)loyalty has a stronger relationship with negative WOM than does (dis)satisfaction. We discuss this finding based on the different natures of positive and negative WOM.

Customer perceived value, satisfaction, and loyalty: the role of willingness to share information

“…Although recommend intention and repurchase intention are considered attitudinal constructs in this study (Kumar, Dalla Pozza, and Ganesh 2013), it seems that prior positive experiences with a firm are of greater importance for recommend intention than for repurchase intention. This finding reinforces the need to assess and manage the two types of loyalty separately in an attempt to better understand the customer (de Matos and Rossi 2008;Watson et al 2015).…”

“…However, recent meta-analyses of studies on loyalty have questioned this "cocktail approach" (Söderlund 2006, 78). Based on their analyses, both de Matos and Rossi (2008) and Watson et al (2015) support the argument that repurchase intention and WOM should be considered as separate constructs and that a unidimensional approach should be avoided. In line with de Matos and Rossi (2008) and Watson et al (2015), the present study treats repurchase intention and recommend intention as distinct constructs.…”

Are Facebook brand community members truly loyal to the brand?

“…In the current research, brand community commitment and community promotion are examined as the antecedents of attitudinal loyalty, repurchase intention and WOM behavior (Algesheimer et al, 2005;Jang et al, 2008;Hur et al 2011;de Matos & Rossi 2008). There is wide agreement that positive WOM reflects brand loyalty (Brown et al 2005;Casaló et al 2007;Royo-Vela & Casamassima 2011).…”

“…Repurchase intention is defined as a measure of brand loyalty intention (Algesheimer et al 2005) and purchase loyalty (Chaudhuri & Holbrook 2001). Our meaning here is that positive WOM communication is an outcome of attitudinal loyalty (de Matos & Rossi 2008;Oliver 1999) and repurchase intention (Dick & Basu 1994;Mazzarol et al 2007). Prior research has suggested that commitment to an online brand community is positively associated with brand loyalty (Casaló et al 2007;Jang et al 2008;Muniz & O'Guinn 2001).…”

Akti̇f-Pasi̇f Kulaktan Kulağa İleti̇şi̇m Ve Akti̇f Kulaktan Kulağa İleti̇şi̇mi̇ Etki̇leyen Faktörler Üzeri̇ne Bi̇r Çalişma

“…1992) ve mü teri ile i letme aras ndaki psikolojik ba r (Follerton, 2005). Kulaktan kula a ileti im üzerine yap lan pek çok çal mada ba k ile aktif kulaktan kula a ileti im ili kisi ortaya konulmu tur (Matos/Rossi, 2008;Ennew vd. 2000;Brown vd.…”