The choice of content by information providers in word of mouth communications

Greenacre, Luke, Burke, Paul F, Denize, Sara and Pearce, Rikki (2012) The choice of content by information providers in word of mouth communications. Academy of Marketing Studies Journal, 16 SI: 19-34.

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Author Greenacre, Luke
Burke, Paul F
Denize, Sara
Pearce, Rikki
Title The choice of content by information providers in word of mouth communications
Journal name Academy of Marketing Studies Journal
ISSN 1095-6298
Publication date 2012
Year available 2012
Sub-type Article (original research)
Open Access Status
Volume 16
Issue SI
Start page 19
End page 34
Total pages 16
Place of publication Cullowhee, United States
Publisher Allied Academies
Collection year 2014
Abstract Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive understanding of the flow of market information through interpersonal networks is therefore of unique theoretical and practical importance. Present Word-of-Mouth research is receiver centric, largely ignoring the role of the information provider as a gatekeeper to information dissemination. The objective of this research is to develop a more comprehensive understanding of Word-of-Mouth by modelling the decision making behaviour of information providers. Adopting the network theory general assumption of altruistic exchange motivation, this research uses a choice modelling framework to demonstrate that information providers assign greater utility to (1) information about product features important to the receiver, and (2) information which disconfirms receiver preferences. In addition, these effects are found to be moderated by perceptions about the receivers knowledge. Existing research has not previously considered information providers perceptions of receivers as a potential moderator of WOM flow, with the results here suggesting this should be an area of future investigation.
Keyword Communication
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Non HERDC
UQ Business School Publications
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