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Word-of-mouth Communication (word-of-mouth + communication)

Distribution by Scientific Domains
Business, Economics, Finance and Accounting50%

Selected Abstracts

Spreading Inoculation: Inoculation, Resistance to Influence, and Word-of-Mouth Communication

COMMUNICATION THEORY, Issue 1 2009
Josh Compton
Although inoculation has established efficacy in conferring resistance to influence for those directly exposed to inoculation pretreatment messages, we argue that inoculation's effects may extend beyond those directly exposed to others via word-of-mouth communication (WOMC) along social networks. Specifically, we argue that inoculation's effects on attitude accessibility, involvement, and threat are particularly conducive to the spread of inoculation content, offering WOMC as a new inoculation modality. Résumé La diffusion de l,inoculation : Inoculation, résistance à l'influence et communication de bouche à oreille Bien que l,efficacité de l'inoculation pour générer de la résistance face à l,influence ait étéétablie chez ceux directement exposés à des messages d'inoculation pré-traitement, nous soumettons que les effets de l,inoculation peuvent s'étendre des personnes directement exposées à d'autres personnes par le biais de la communication de bouche à oreille (CBO) dans les réseaux sociaux. Nommément, nous arguons que les effets de l,inoculation sur l'accessibilité des attitudes, sur l,implication et sur la menace sont particulièrement propices à la propagation du contenu d'inoculation et nous proposons la CBO comme une nouvelle modalité d,inoculation. Abstract Die Verbreitung von Inokulation: Inokulation, Widerstand gegen Beeinflussung und mündliche Kommunikation Auch wenn die Wirksamkeit von Inokulation bezüglich des Widerstand gegen eine Beeinflussung für diejenigen, die der inokulativ behandelten Botschaft direkt ausgesetzt werden, nachgewiesen wurde, argumentieren wir, dass diese Inokulationseffekte auch auf diejenigen ausgedehnt werden können, die über einen direkten Zugang hinaus, nämlich durch mündliche Kommunikation in sozialen Netzwerken, mit diesen in Kontakt kommen. Wir nehmen an, dass insbesondere die Inokulationseinflüsse auf Einstellungszugänglichkeit, Involvement und Bedrohung dazu dienen, den Inokulationsinhalt zu verbreiten, und führen deshalb die mündliche Kommunikation als neue Inokulationsmodalität ein. Resumen Diseminando la Inoculación: La Inoculación, La Resistencia a la Influencia, y la Comunicación Boca a Boca Aún cuando la inoculación ha establecido eficacia en conferir resistencia a la influencia de aquellos expuestos directamente a los mensajes de pre-tratamiento de inoculación, sostenemos que los efectos de la inoculación pueden extenderse más allá de aquellos directamente expuestos a otros mediante la comunicación boca a boca (WOMC) en las redes sociales. Mantenemos, específicamente, que los efectos de la inoculación sobre la actitud de accesibilidad, participación y amenaza son particularmente propicios para la diseminación del contenido de la inoculación, ofreciendo la comunicación boca a boca (WOMC) como una nueva modalidad de la inoculación. ZhaiYao Yo yak [source]

An in-house communication support system based on an information propagation model utilizing social networks

ELECTRONICS & COMMUNICATIONS IN JAPAN, Issue 12 2009
Susumu Takeuchi
Abstract Almost all companies are now utilizing computer networks to support speedier and more effective in-house information-sharing and communication. However, existing systems are designed to support communications only within the same department. Therefore, in our research, we propose an in-house communication support system which is based on the "Information Propagation Model" (IPM). The IPM is proposed to realize word-of-mouth communication in a social network, and to support information-sharing on the network. By applying the system in a real company, we found that information could be exchanged between different and unrelated departments, and such exchanges of information could help to build new relationships between the users who are apart on the social network. © 2009 Wiley Periodicals, Inc. Electron Comm Jpn, 92(12): 43,49, 2009; Published online in Wiley InterScience (www.interscience.wiley.com). DOI 10.1002/ecj.10173 [source]

Neighbors Matter: Causal Community Effects and Stock Market Participation

THE JOURNAL OF FINANCE, Issue 3 2008
JEFFREY R. BROWN
ABSTRACT This paper establishes a causal relation between an individual's decision whether to own stocks and average stock market participation of the individual's community. We instrument for the average ownership of an individual's community with lagged average ownership of the states in which one's nonnative neighbors were born. Combining this instrumental variables approach with controls for individual and community fixed effects, a broad set of time-varying individual and community controls, and state-year effects rules out alternative explanations. To further establish that word-of-mouth communication drives this causal effect, we show that the results are stronger in more sociable communities. [source]

Spreading Inoculation: Inoculation, Resistance to Influence, and Word-of-Mouth Communication

COMMUNICATION THEORY, Issue 1 2009
Josh Compton
Although inoculation has established efficacy in conferring resistance to influence for those directly exposed to inoculation pretreatment messages, we argue that inoculation's effects may extend beyond those directly exposed to others via word-of-mouth communication (WOMC) along social networks. Specifically, we argue that inoculation's effects on attitude accessibility, involvement, and threat are particularly conducive to the spread of inoculation content, offering WOMC as a new inoculation modality. Résumé La diffusion de l,inoculation : Inoculation, résistance à l'influence et communication de bouche à oreille Bien que l,efficacité de l'inoculation pour générer de la résistance face à l,influence ait étéétablie chez ceux directement exposés à des messages d'inoculation pré-traitement, nous soumettons que les effets de l,inoculation peuvent s'étendre des personnes directement exposées à d'autres personnes par le biais de la communication de bouche à oreille (CBO) dans les réseaux sociaux. Nommément, nous arguons que les effets de l,inoculation sur l'accessibilité des attitudes, sur l,implication et sur la menace sont particulièrement propices à la propagation du contenu d'inoculation et nous proposons la CBO comme une nouvelle modalité d,inoculation. Abstract Die Verbreitung von Inokulation: Inokulation, Widerstand gegen Beeinflussung und mündliche Kommunikation Auch wenn die Wirksamkeit von Inokulation bezüglich des Widerstand gegen eine Beeinflussung für diejenigen, die der inokulativ behandelten Botschaft direkt ausgesetzt werden, nachgewiesen wurde, argumentieren wir, dass diese Inokulationseffekte auch auf diejenigen ausgedehnt werden können, die über einen direkten Zugang hinaus, nämlich durch mündliche Kommunikation in sozialen Netzwerken, mit diesen in Kontakt kommen. Wir nehmen an, dass insbesondere die Inokulationseinflüsse auf Einstellungszugänglichkeit, Involvement und Bedrohung dazu dienen, den Inokulationsinhalt zu verbreiten, und führen deshalb die mündliche Kommunikation als neue Inokulationsmodalität ein. Resumen Diseminando la Inoculación: La Inoculación, La Resistencia a la Influencia, y la Comunicación Boca a Boca Aún cuando la inoculación ha establecido eficacia en conferir resistencia a la influencia de aquellos expuestos directamente a los mensajes de pre-tratamiento de inoculación, sostenemos que los efectos de la inoculación pueden extenderse más allá de aquellos directamente expuestos a otros mediante la comunicación boca a boca (WOMC) en las redes sociales. Mantenemos, específicamente, que los efectos de la inoculación sobre la actitud de accesibilidad, participación y amenaza son particularmente propicios para la diseminación del contenido de la inoculación, ofreciendo la comunicación boca a boca (WOMC) como una nueva modalidad de la inoculación. ZhaiYao Yo yak [source]

The effect of consumption emotions on satisfaction and word-of-mouth communications

PSYCHOLOGY & MARKETING, Issue 12 2007
Riadh LadhariArticle first published online: 7 NOV 200
This paper examines the impact of consumption emotions on consumers' satisfaction and how it affects what they tell other consumers. The conceptual model is based on the premise that pleasure and arousal influence satisfaction, word-of-mouth (WOM) communications, and the likelihood of generating WOM. A study of 470 moviegoers in a French Canadian city supports most of these relationships. The results indicate that even when the effects of satisfaction are accounted for, pleasure and arousal have significant effects on WOM. © 2007 Wiley Periodicals, Inc. [source]

Determining the antecedents and consequences of donor-perceived relationship quality,A dimensional qualitative research approach

PSYCHOLOGY & MARKETING, Issue 3 2007
Haseeb Shabbir
It is generally accepted that an understanding of quality conceptualizations is instrumental in the design and development of customer care programs. This study applies the dimensional qualitative research approach to develop a conceptual model, which demonstrates the antecedents and consequences of donor-perceived relationship quality. This model shows that relationship benefits, service quality, trust, commitment, and satisfaction are the key antecedents of donor-perceived relationship quality. Relationship benefits, service quality, and trust are also modeled as cognitive in nature, whereas commitment and satisfaction are modeled as affective variables. The model also highlights donor loyalty and positive word-of-mouth communications as the central consequences of donor-perceived quality. The model gives rise to a useful research agenda for fund-raising professionals. © 2007 Wiley Periodicals, Inc. [source]