Tapping into customers' social motives for driving word-of-mouth marketing success

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Copyright: An, Jake
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Abstract
In today’s business environment characterized by ever-increasing interconnectedness between customers, effective management of both incentivized and organic word-of-mouth (WOM) is essential for business success. The objectives of this thesis are twofold: (1) to examine how different WOM motives can be cultivated using different types of WOM content to generate greater referrals in social media, and (2) to examine the behavioral and psychological processes that underlie the effect of prosocial motivation on WOM in highly interactive service contexts. Building upon WOM theory, I shed light on how marketers can cultivate customers’ commercial- and communal-WOM motives to increase referrals in the context of growing consumer networks. In essay one, I show that marketers can utilize WOM content design to capitalize on customers’ different WOM motives to drive greater incentivized WOM in social media. In essay two, I show how marketers can foster interactive environments to cultivate customers’ prosocial motivation to drive greater organic WOM. Together, this thesis attempts to advance the literature on WOM to assist marketers to assert greater influence on nurturing WOM within fast evolving consumer networks.
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Author(s)
An, Jake
Supervisor(s)
Ngo, Liem
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Publication Year
2018
Resource Type
Thesis
Degree Type
PhD Doctorate
UNSW Faculty
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