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.