Back to Search
Start Over
eWOM, eReferral and gender in the virtual community.
- Source :
- Marketing Intelligence & Planning; 2016, Vol. 34 Issue 5, p692-710, 19p
- Publication Year :
- 2016
-
Abstract
- Purpose – The purpose of this paper is to examine the influence of electronic referral (eReferral) marketing and electronic word-of-mouth (eWOM) on brand image and purchase intention, coupled with the moderating effect of gender in the relationship. Design/methodology/approach – Structural equation modeling was applied to examine the interplay between the proposed variables, using a random sample of 308 respondents in Cyprus. Findings – The empirical results suggest the following: eReferral does influence brand image, and the impact is significant with women only; eWOM influences brand image, and the impact is more significant with women than men; eWOM influences purchase intention, and the impact is the same for both genders; brand image influences purchase intention, and the impact is more significant with women than men. Research limitations/implications – Marketing managers can benefit from these competitive advantage tools. Brand image, awareness and sales volume can be increased by utilizing eWOM or eReferral, depending on the product and/or service functionality as well as gender. Originality/value – While there is a substantial research stream on eWOM, to the best of the authors’ knowledge no research has differentiated eReferral from eWOM. This paper provides useful insights regarding the two concepts. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 02634503
- Volume :
- 34
- Issue :
- 5
- Database :
- Complementary Index
- Journal :
- Marketing Intelligence & Planning
- Publication Type :
- Academic Journal
- Accession number :
- 117003247
- Full Text :
- https://doi.org/10.1108/MIP-05-2015-0090