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Word of mouth: Een onderzoek naar de invloed van het doen van een aanbeveling op de intrinsieke motivatie van de zender en de invloed van tie strength als moderator.

Slütter, Daan (2011) Word of mouth: Een onderzoek naar de invloed van het doen van een aanbeveling op de intrinsieke motivatie van de zender en de invloed van tie strength als moderator.

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Abstract:Word of mouth is nowadays being seen as the single most influential marketing tool. Organizations therefore try to stimulate this by asking their consumers to recommend the brand to their relatives. Organizations often give rewards to stimulate WOM even more. A lot of research has been done to when consumers make a referral and the impact of this referral on the receiver. However the question is what is the impact of this unrewarded/rewarded referral on the sender? In this article an experiment is described in which the impact of making a referral to a friend on the sender is tested. The influence of WOM on the dependent variables, intrinsic motivation to make a referral, the affective commitment and the behavioural loyalty towards the brand are tested. The article makes three contributions to the literature. Evidence has been found that an unrewarded referral leads to a higher intrinsic motivation of the sender. However, if the sender was rewarded for the referral, then the referral leads to a lower intrinsic motivation then when the sender was not rewarded. This research also investigated the link between intrinsic motivation and behavioural loyalty. It was found that intrinsic motivation influences affective commitment, which then influences behavioural loyalty.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61273
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