Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?
One of the fastest-growing marketing tactics used to persuade and win customers is management of recommendations through incentives to participants. However, these initiatives can raise questions, including ethical problems about credibility of the recommendation. With the aim of measuring the facto...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2015-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123041057005 |
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| _version_ | 1825207342348632064 |
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| author | Maise Soares Pereira Ivan Lapuente Garrido Celso Augusto de Matos |
| author_facet | Maise Soares Pereira Ivan Lapuente Garrido Celso Augusto de Matos |
| author_sort | Maise Soares Pereira |
| collection | DOAJ |
| description | One of the fastest-growing marketing tactics used to persuade and win customers is management of recommendations through incentives to participants. However, these initiatives can raise questions, including ethical problems about credibility of the recommendation. With the aim of measuring the factors that influence acceptance of a wordof-mouth (WOM) recommendation, we propose a model able to relate and measure the impact of elements on acceptance of recommendations and the effect of participation in an organized WOM marketing program. We conducted a survey among 350 participants, using an instrument with a retrospective approach and presenting a hypothetical scenario. As results of the model, we highlight the expertise of the recommender and the similarity of this person with the receivers of the elements related with the recommendation message and their consequent willingness to accept it. We also identified that the existence of an incentive does not prevent acceptance of the recommendation, but it does reduce it, suggesting caution in use of this marketing tactic. |
| format | Article |
| id | doaj-art-661a77e87ef44475a9cd3fe3b967a6e0 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2015-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-661a77e87ef44475a9cd3fe3b967a6e02025-02-06T23:39:30ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2015-01-0112391118Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?Maise Soares PereiraIvan Lapuente GarridoCelso Augusto de MatosOne of the fastest-growing marketing tactics used to persuade and win customers is management of recommendations through incentives to participants. However, these initiatives can raise questions, including ethical problems about credibility of the recommendation. With the aim of measuring the factors that influence acceptance of a wordof-mouth (WOM) recommendation, we propose a model able to relate and measure the impact of elements on acceptance of recommendations and the effect of participation in an organized WOM marketing program. We conducted a survey among 350 participants, using an instrument with a retrospective approach and presenting a hypothetical scenario. As results of the model, we highlight the expertise of the recommender and the similarity of this person with the receivers of the elements related with the recommendation message and their consequent willingness to accept it. We also identified that the existence of an incentive does not prevent acceptance of the recommendation, but it does reduce it, suggesting caution in use of this marketing tactic.http://www.redalyc.org/articulo.oa?id=123041057005wordofmouth marketing programwordofmouth recommendation |
| spellingShingle | Maise Soares Pereira Ivan Lapuente Garrido Celso Augusto de Matos Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile? BBR: Brazilian Business Review word of mouth marketing program word of mouth recommendation |
| title | Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile? |
| title_full | Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile? |
| title_fullStr | Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile? |
| title_full_unstemmed | Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile? |
| title_short | Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile? |
| title_sort | firm created word of mouth recommendation is it also worthwhile |
| topic | word of mouth marketing program word of mouth recommendation |
| url | http://www.redalyc.org/articulo.oa?id=123041057005 |
| work_keys_str_mv | AT maisesoarespereira firmcreatedwordofmouthrecommendationisitalsoworthwhile AT ivanlapuentegarrido firmcreatedwordofmouthrecommendationisitalsoworthwhile AT celsoaugustodematos firmcreatedwordofmouthrecommendationisitalsoworthwhile |