Customer-to-customer communication

Detalhes bibliográficos
Autor(a) principal: Bifkovics, Bettina
Data de Publicação: 2024
Outros Autores: Malota, Erzsébet, Faria, Luciana N., Martinez, Luis F.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10362/161875
Resumo: Publisher Copyright: © 2023 The Author(s). Published with license by Taylor & Francis Group, LLC.
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spelling Customer-to-customer communicationReferral of high and low involvement products through stimulated word-of-mouthconsumer decision journeycustomer-to-customer communicationproduct involvementreferral reward programsword-of-mouthMarketingPublisher Copyright: © 2023 The Author(s). Published with license by Taylor & Francis Group, LLC.Referral reward programs (RRPs), considered as a form of stimulated word-of-mouth (WOM), provide incentives to existing customers to bring in new customers. The research here adds to previous knowledge by exploring the usage of referral codes for high and low-involvement products in three stages of the consumer decision journey, on a sample of 218 consumers analyzed by regression analysis. Results show that components of the Theory of Planned Behavior influence the behavioral intention toward participating in an RRP, with perceived behavioral control having the strongest effect, followed by subjective norm and Attitude. Referral codes have a significant effect on respondents’ behavior; high conformity of high-involvement products and low conformity of low-involvement products was found, with referral programs having a weaker effect on high-involvement products. Customers tend to follow all steps of the traditional consumer journey when buying a high-involvement product; in the case of low involvement products, low conformity was even lower when using a referral code. Low-involvement products at the need recognition stage, and high-involvement products at the active research stage, are the least affected by the RRP. Results provide insights for companies to optimize their marketing strategy through stimulated WOM, and with the usage of RRPs.NOVA School of Business and Economics (NOVA SBE)RUNBifkovics, BettinaMalota, ErzsébetFaria, Luciana N.Martinez, Luis F.2024-01-03T22:36:38Z20242024-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10362/161875eng1049-6491PURE: 71359708https://doi.org/10.1080/10496491.2023.2253235info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:17:05Zoai:run.unl.pt:10362/161875Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:47:45.781744Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Customer-to-customer communication
Referral of high and low involvement products through stimulated word-of-mouth
title Customer-to-customer communication
spellingShingle Customer-to-customer communication
Bifkovics, Bettina
consumer decision journey
customer-to-customer communication
product involvement
referral reward programs
word-of-mouth
Marketing
title_short Customer-to-customer communication
title_full Customer-to-customer communication
title_fullStr Customer-to-customer communication
title_full_unstemmed Customer-to-customer communication
title_sort Customer-to-customer communication
author Bifkovics, Bettina
author_facet Bifkovics, Bettina
Malota, Erzsébet
Faria, Luciana N.
Martinez, Luis F.
author_role author
author2 Malota, Erzsébet
Faria, Luciana N.
Martinez, Luis F.
author2_role author
author
author
dc.contributor.none.fl_str_mv NOVA School of Business and Economics (NOVA SBE)
RUN
dc.contributor.author.fl_str_mv Bifkovics, Bettina
Malota, Erzsébet
Faria, Luciana N.
Martinez, Luis F.
dc.subject.por.fl_str_mv consumer decision journey
customer-to-customer communication
product involvement
referral reward programs
word-of-mouth
Marketing
topic consumer decision journey
customer-to-customer communication
product involvement
referral reward programs
word-of-mouth
Marketing
description Publisher Copyright: © 2023 The Author(s). Published with license by Taylor & Francis Group, LLC.
publishDate 2024
dc.date.none.fl_str_mv 2024-01-03T22:36:38Z
2024
2024-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/161875
url http://hdl.handle.net/10362/161875
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1049-6491
PURE: 71359708
https://doi.org/10.1080/10496491.2023.2253235
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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