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Word of mouth referrer behaviour

conference contribution
posted on 06.12.2017, 00:00 by Angela DobeleAngela Dobele, Antony WardAntony Ward
Word-of-mouth (WOM) is recognised as a powerful marketing tool for promoting firms and products at no, or very little, cost. A review of the literature showed there was no categorisation of the different approaches to providing referrals. This research identified five categories of referrer approaches exhibited by clients of an accounting firm: opinion leaders; passive mercenaries; helpful friend; reciprocators; and closed mouth. The approach and behaviour of these five types of referrer are described and future research directions identified.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Parent Title

ANZMAC 2002 conference proceedings, held at the Hotel Foftel, Melbourne, 2-4 December 2002

Start Page

671

End Page

677

Number of Pages

7

Start Date

01/01/2002

ISBN-10

0730025624

Location

Melbourne, Vic.

Publisher

Deakin University

Place of Publication

Melbourne, Vic.

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Business and Law;

Era Eligible

No

Name of Conference

Australian & New Zealand Marketing Academy. Conference

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