Customer-to-customer communication
Autor(a) principal: | |
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Data de Publicação: | 2024 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/161875 |
Resumo: | Publisher Copyright: © 2023 The Author(s). Published with license by Taylor & Francis Group, LLC. |
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Customer-to-customer communicationReferral of high and low involvement products through stimulated word-of-mouthconsumer decision journeycustomer-to-customer communicationproduct involvementreferral reward programsword-of-mouthMarketingPublisher Copyright: © 2023 The Author(s). Published with license by Taylor & Francis Group, LLC.Referral reward programs (RRPs), considered as a form of stimulated word-of-mouth (WOM), provide incentives to existing customers to bring in new customers. The research here adds to previous knowledge by exploring the usage of referral codes for high and low-involvement products in three stages of the consumer decision journey, on a sample of 218 consumers analyzed by regression analysis. Results show that components of the Theory of Planned Behavior influence the behavioral intention toward participating in an RRP, with perceived behavioral control having the strongest effect, followed by subjective norm and Attitude. Referral codes have a significant effect on respondents’ behavior; high conformity of high-involvement products and low conformity of low-involvement products was found, with referral programs having a weaker effect on high-involvement products. Customers tend to follow all steps of the traditional consumer journey when buying a high-involvement product; in the case of low involvement products, low conformity was even lower when using a referral code. Low-involvement products at the need recognition stage, and high-involvement products at the active research stage, are the least affected by the RRP. Results provide insights for companies to optimize their marketing strategy through stimulated WOM, and with the usage of RRPs.NOVA School of Business and Economics (NOVA SBE)RUNBifkovics, BettinaMalota, ErzsébetFaria, Luciana N.Martinez, Luis F.2024-01-03T22:36:38Z20242024-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10362/161875eng1049-6491PURE: 71359708https://doi.org/10.1080/10496491.2023.2253235info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:44:41Zoai:run.unl.pt:10362/161875Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:58:40.167367Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Customer-to-customer communication Referral of high and low involvement products through stimulated word-of-mouth |
title |
Customer-to-customer communication |
spellingShingle |
Customer-to-customer communication Bifkovics, Bettina consumer decision journey customer-to-customer communication product involvement referral reward programs word-of-mouth Marketing |
title_short |
Customer-to-customer communication |
title_full |
Customer-to-customer communication |
title_fullStr |
Customer-to-customer communication |
title_full_unstemmed |
Customer-to-customer communication |
title_sort |
Customer-to-customer communication |
author |
Bifkovics, Bettina |
author_facet |
Bifkovics, Bettina Malota, Erzsébet Faria, Luciana N. Martinez, Luis F. |
author_role |
author |
author2 |
Malota, Erzsébet Faria, Luciana N. Martinez, Luis F. |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
NOVA School of Business and Economics (NOVA SBE) RUN |
dc.contributor.author.fl_str_mv |
Bifkovics, Bettina Malota, Erzsébet Faria, Luciana N. Martinez, Luis F. |
dc.subject.por.fl_str_mv |
consumer decision journey customer-to-customer communication product involvement referral reward programs word-of-mouth Marketing |
topic |
consumer decision journey customer-to-customer communication product involvement referral reward programs word-of-mouth Marketing |
description |
Publisher Copyright: © 2023 The Author(s). Published with license by Taylor & Francis Group, LLC. |
publishDate |
2024 |
dc.date.none.fl_str_mv |
2024-01-03T22:36:38Z 2024 2024-01-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/161875 |
url |
http://hdl.handle.net/10362/161875 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1049-6491 PURE: 71359708 https://doi.org/10.1080/10496491.2023.2253235 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799138167400431616 |