The Role of Social Ties in Word-of-Mouth Effectiveness: A Segmentation Approach

Anne Duhr Martensen, Lars Grønholdt

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstract

This article develops consumer segmentation based on the strength of social ties in word-of-mouth (WOM) communication and examines the influence of WOM on behavioral attitude and intention in these segments. Data were collected through a survey among receivers of retail banking WOM. A cluster analysis identifies four WOM receiver segments based on the tie strength between the sender and the receiver, and the cluster solution is successfully validated. Each segment shows distinct patterns of tie strength and influence on the receiver’s perception of WOM, behavioral attitude and intention. Moreover, the WOM influence is examined for customers as well as non-customers.
OriginalsprogEngelsk
TidsskriftInnovative Marketing
Vol/bind11
Udgave nummer1
Sider (fra-til)7-16
Antal sider10
ISSN1814-2427
StatusUdgivet - 2015

Emneord

  • Social ties
  • Segmentation
  • Effectiveness
  • Word-of.-Mouth
  • Consumer Behavoiur

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