Original scientific paper

https://doi.org/10.1080/1331677X.2020.1756373

Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population

Ivana Kursan Milaković, orcid.org/0000-0003-3843-8908
Ivan-Damir Anić orcid.org/0000-0003-0179-6410
Mirela Mihić

Abstract

This article addresses the issue of predicting and stimulating consumers’
word of mouth communication (WOM). It contributes to
the WOM literature by examining and comparing the magnitude
of effects of a set of antecedents and consequences of WOM
information spread and WOM information seek in one model. The
data collected from consumer survey in Croatia were analysed
using structural equation modelling (SEM). The results reveal that
consumer innovativeness, followed by price sensitivity and attitudes
towards advertising are the most important drivers of both
WOM variables, whereas the effects are stronger for WOM information
seek than WOM information spread. The results also indicate
that WOM information seek has a four times stronger effect
on buying intention than WOM information spread, which can be
utilised by retailers. Accordingly, retailers should focus on WOM
information seek and try to stimulate it by introducing new products
in the first place, but also with frequent sales, and appealing
advertising messages.

Keywords

word of mouth communication (WOM); spread information; seek information; consumer innovativeness; buying intention

Hrčak ID:

254496

URI

https://hrcak.srce.hr/254496

Publication date:

9.2.2021.

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