Given that consumers’ Word of Mouth (WOM) communication is influenced by demographic and social background this study investigates (1) to what extent consumers’ WOM engagement is influenced by social relationship variables, (2) in what capacity demographic factors affects preferences to engage in WOM and (3) the preferred WOM environment. Our findings indicate that offline context is preferred, trust and social ties are positively related to WOM, whilst homophily has reportedly negative impact. Age, gender, and education are reported to influence consumers’ propensity to engage in WOM. Based on the results, several practical and theoretical implications are discussed.

Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia

Bruni R.;
2020-01-01

Abstract

Given that consumers’ Word of Mouth (WOM) communication is influenced by demographic and social background this study investigates (1) to what extent consumers’ WOM engagement is influenced by social relationship variables, (2) in what capacity demographic factors affects preferences to engage in WOM and (3) the preferred WOM environment. Our findings indicate that offline context is preferred, trust and social ties are positively related to WOM, whilst homophily has reportedly negative impact. Age, gender, and education are reported to influence consumers’ propensity to engage in WOM. Based on the results, several practical and theoretical implications are discussed.
File in questo prodotto:
File Dimensione Formato  
Social and Demographic Predictors WOM Czechia.pdf

solo utenti autorizzati

Descrizione: Articolo di rivista
Tipologia: Versione Editoriale (PDF)
Licenza: Copyright dell'editore
Dimensione 1.46 MB
Formato Adobe PDF
1.46 MB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11580/77682
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 11
social impact