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Word of mouth referrer behaviour
conference contribution
posted on 2017-12-06, 00:00 authored by Angela DobeleAngela Dobele, Antony WardAntony WardWord-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
Start Page
671End Page
677Number of Pages
7Start Date
2002-12-02Finish Date
2002-12-04ISBN-10
0730025624Location
Melbourne, Vic.Publisher
Deakin UniversityPlace of Publication
Melbourne, Vic.Peer Reviewed
- Yes
Open Access
- No
External Author Affiliations
Faculty of Business and Law;Era Eligible
- No