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| dc.contributor.author | Lang, Bodo | en |
| dc.contributor.editor | Ali, Y | en |
| dc.contributor.editor | Dessel, M | en |
| dc.coverage.spatial | Brisbane, Australia | en |
| dc.date.accessioned | 2012-05-29T02:30:55Z | en |
| dc.date.issued | 2006-12 | en |
| dc.identifier.citation | Australian & New Zealand Marketing Academy Conference (ANZMAC), Brisbane, Australia, 04 Dec 2006 - 06 Dec 2006 | en |
| dc.identifier.isbn | 1741071593 | en |
| dc.identifier.uri | http://hdl.handle.net/2292/18695 | en |
| dc.description.abstract | Word of Mouth (WOM) is a concept of ever increasing importance to both marketing academics and practitioners. Despite the interest in WOM, no research to date has summarised the factors that contribute towards WOM's significance. Based on a synthesis of the literature, this paper develops a conceptual framework of the factors that contribute towards the significance of WOM. Eleven factors are identified that contribute towards WOM's significance. The eleven factors can be summarised under two headings: WOM's pervasiveness and persuasiveness, both of which are thought to be interdependent, rather than independent of each other. | en |
| dc.publisher | The Authors | en |
| dc.relation.ispartof | Australian & New Zealand Marketing Academy Conference (ANZMAC) | en |
| dc.relation.ispartofseries | Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC) | en |
| dc.rights | Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. | en |
| dc.rights.uri | https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm | en |
| dc.title | Word of mouth: Why is it so significant? | en |
| dc.type | Conference Item | en |
| dc.rights.holder | Copyright: The Authors | en |
| pubs.finish-date | 2006-12-06 | en |
| pubs.publication-status | Published | en |
| pubs.start-date | 2006-12-04 | en |
| dc.rights.accessrights | http://purl.org/eprint/accessRights/RestrictedAccess | en |
| pubs.subtype | Proceedings | en |
| pubs.elements-id | 290854 | en |
| pubs.org-id | Business and Economics | en |
| pubs.org-id | Marketing | en |
| pubs.record-created-at-source-date | 2012-02-10 | en |
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