Journal ArticleDOI
Interactive Marketing: The Influence of Participation on Positive Word‐of‐Mouth and Referrals
TLDR
In this paper, the authors report that the intensity and variety of client participation during the service delivery process is predictive of positive word-of-mouth and referrals, and that these results support interactive marketing management in the field of complex services and can help the creation of a specific service delivery system.Abstract:
Considers which interactive marketing behaviours will result in the broadest word‐of‐mouth or the largest volume of new client referrals. Suggests that the intensity and variety of client participation during the service delivery process is predictive of positive word‐of‐mouth and referrals. Reports on a study examining participation during service delivery which highlighted four key factors – tangibility, attendance, empathy and meaningful interaction. Maintains that these results support interactive marketing management in the field of complex services and can help the creation of a specific service delivery system.read more
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Journal ArticleDOI
Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations
Donna L. Hoffman,Thomas P. Novak +1 more
TL;DR: The authors address the role of marketing in hypermedia computer-mediated environments by considering hypermedia CMEs to be large-scale (i.e., national or global) networked enviro...
Journal ArticleDOI
The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents:
TL;DR: In this paper, the authors systematically developed and empirically validated a scale to measure word-of-mouth communication and investigated two forms of customer commitment and service quality as potent factors.
Journal ArticleDOI
The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing
TL;DR: In this paper, the identity salience model is used to explain relationship marketing success in exchange relationships that (1) involve relationships that involve multiple stakeholders, (2) involve business-to-business marketing, and (3) involve for profit firms.
Journal ArticleDOI
The role of consumer–brand identification in building brand relationships
TL;DR: In this paper, the authors investigate the relationship between congruity of consumer and brand values, brand identification, brand commitment, and word of mouth, and show that congruities of consumers and brands tend to have positive influence on consumers' identification.
Journal ArticleDOI
Collaborative networked organisations and customer communities: value co-creation and co-innovation in the networking era
David Romero,Arturo Molina +1 more
TL;DR: In this article, the authors look at the network structures as a source of jointly value creation and open innovation through access to new skills, knowledge, markets and technologies by sharing risk and integrating complementary competencies.