Purpose of Word-Of-Mouth: a Conceptual Model

The literature suggests that the intention to engage in Word-of-Mouth (WOM) depends primarily on the satisfaction/dissatisfaction with the brand. The perspective we take herein is that WOM is a socially embedded process instigated by explicit and implicit motives. We develop a theoretical model suggesting that WOM also is motivated by the desire to satisfy social- and self-related needs. Based on relevant theories, we identify several variables affecting the connection between satisfaction with the brand and WOM: the need for social comparison, the need for social bonds, and the intention to share social and personal information. We also recognize that self-related needs like self-enhancement and self-affirmation play a key role in the process.



Citation:

Aliosha Alexandrov and Emin Babakus (2011) ,"Purpose of Word-Of-Mouth: a Conceptual Model", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 483-484.

Authors

Aliosha Alexandrov, University of Wisconsin - Oshkosh, USA
Emin Babakus, University of Memphis, USA



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence

Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More

Featured

Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

Read More

Featured

Exploring the Intersection of Digital Virtual Consumption and Family Rituals

Linda Tuncay Zayer, Loyola University Chicago, USA
Jenna Drenten, Loyola University Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.