Purpose – Word of mouth (WOM) is becoming recognized as an important form of promotion and an important source of information influencing consumer's attitudes and purchase behavior. WOM is especially important in the tourism industry, whose intangible products are difficult to evaluate prior...

Purpose The purpose of this paper is to report on research on the antecedents of word of mouth (WOM) behaviour among Iranian women in the context of grocery shopping. Design/methodology/approach Using a survey instrument, the authors empirically test the conceptual model of De Matos and Rossi....

Purpose – This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach – Data were collected from 384 Muslim consumers in Kuala Lumpur,...

Purpose – The broad goal of the study is to determine how travelers communicate in the cyberspace in relation to their positive and negative experiences they had when staying in a particular hotel. Further goals of this study include identifying the main themes that motivate consumers to...

Purpose The purpose of this paper is to examine the effect of patient participation on patient satisfaction and the subsequent effect on patient behavior outcomes Design/methodology/approach The research employs self-administered survey method to test hypotheses. The convenience sampling...

Purpose The aim of this research is to combine and synthesize the findings of previous studies search for the effects of eWom on purchase intention by meta-analysis. Design/methodology/approach The paper shows a meta-analysis process step by step. Within the scope of certain criteria, the...

Purpose – The purpose of this paper is to integrate guerrilla marketing characteristics into advertising model through which the perceived effects of guerrilla marketing on Gen Y are identified, and to examine such effects on word of mouth (WOM) activity with the mediation of message...

Purpose The purpose of this paper is to examine the antecedents of repurchase intentions in the Pakistani airline industry. Though research on repurchase intentions has traditionally focused on service quality and satisfaction, recently scholars have proposed that word of mouth (WOM) and thin...

Purpose – This paper seeks to explore factors that can help generate a bigger ripple for diffusive Word‐of‐Mouth (WOM) in an online environment. Specifically, the paper aims to demonstrate how the characteristics of WOM information influence the ripple effect. Design/methodology/approach...

Purpose – Word‐of‐mouth (WOM) marketing has become a key focus for many organisations. However, little research has sought to identify the dimensionality of WOM. The present research project aims to describe the development of a 12‐item measure that can be used to assess WOM at an...