Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?

One of the fastest-growing marketing tactics used to persuade and win customers is management of recommendations through incentives to participants. However, these initiatives can raise questions, including ethical problems about credibility of the recommendation. With the aim of measuring the facto...

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Autores principales:	Maise Soares Pereira, Ivan Lapuente Garrido, Celso Augusto de Matos
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2015
Materias:	word of mouth marketing program mouth recommendation Business HF5001-6182
Acceso en línea:	https://doaj.org/article/661a77e87ef44475a9cd3fe3b967a6e0
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id	oai:doaj.org-article:661a77e87ef44475a9cd3fe3b967a6e0
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spelling	oai:doaj.org-article:661a77e87ef44475a9cd3fe3b967a6e02021-11-11T15:48:06ZFirm-Created Word-of-Mouth Recommendation: Is it also worthwhile?1807-734Xhttps://doaj.org/article/661a77e87ef44475a9cd3fe3b967a6e02015-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123041057005https://doaj.org/toc/1807-734XOne of the fastest-growing marketing tactics used to persuade and win customers is management of recommendations through incentives to participants. However, these initiatives can raise questions, including ethical problems about credibility of the recommendation. With the aim of measuring the factors that influence acceptance of a wordof-mouth (WOM) recommendation, we propose a model able to relate and measure the impact of elements on acceptance of recommendations and the effect of participation in an organized WOM marketing program. We conducted a survey among 350 participants, using an instrument with a retrospective approach and presenting a hypothetical scenario. As results of the model, we highlight the expertise of the recommender and the similarity of this person with the receivers of the elements related with the recommendation message and their consequent willingness to accept it. We also identified that the existence of an incentive does not prevent acceptance of the recommendation, but it does reduce it, suggesting caution in use of this marketing tactic.Maise Soares PereiraIvan Lapuente GarridoCelso Augusto de MatosFUCAPE Business Schoolarticlewordofmouth marketing programwordofmouth recommendationBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 12, Iss 3, Pp 91-118 (2015)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	word of mouth marketing program word of mouth recommendation Business HF5001-6182
spellingShingle	word of mouth marketing program word of mouth recommendation Business HF5001-6182 Maise Soares Pereira Ivan Lapuente Garrido Celso Augusto de Matos Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?
description	One of the fastest-growing marketing tactics used to persuade and win customers is management of recommendations through incentives to participants. However, these initiatives can raise questions, including ethical problems about credibility of the recommendation. With the aim of measuring the factors that influence acceptance of a wordof-mouth (WOM) recommendation, we propose a model able to relate and measure the impact of elements on acceptance of recommendations and the effect of participation in an organized WOM marketing program. We conducted a survey among 350 participants, using an instrument with a retrospective approach and presenting a hypothetical scenario. As results of the model, we highlight the expertise of the recommender and the similarity of this person with the receivers of the elements related with the recommendation message and their consequent willingness to accept it. We also identified that the existence of an incentive does not prevent acceptance of the recommendation, but it does reduce it, suggesting caution in use of this marketing tactic.
format	article
author	Maise Soares Pereira Ivan Lapuente Garrido Celso Augusto de Matos
author_facet	Maise Soares Pereira Ivan Lapuente Garrido Celso Augusto de Matos
author_sort	Maise Soares Pereira
title	Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?
title_short	Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?
title_full	Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?
title_fullStr	Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?
title_full_unstemmed	Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?
title_sort	firm-created word-of-mouth recommendation: is it also worthwhile?
publisher	FUCAPE Business School
publishDate	2015
url	https://doaj.org/article/661a77e87ef44475a9cd3fe3b967a6e0
work_keys_str_mv	AT maisesoarespereira firmcreatedwordofmouthrecommendationisitalsoworthwhile AT ivanlapuentegarrido firmcreatedwordofmouthrecommendationisitalsoworthwhile AT celsoaugustodematos firmcreatedwordofmouthrecommendationisitalsoworthwhile
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Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?

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