Empirical generalization concerning word-of-mouth marketing using meta-analysis
Main Article Content
Abstract
Based on a literature review of word-of-mouth communication, a theoretical framework is proposed and tested, in which word-of-mouth (WOM) is considered the main construct, satisfaction and loyalty are the antecedents and WOM valence (i.e., positive, negative and mixed) is the moderator. This theoretical model is tested using data obtained from a meta-analysis. After reviewing 664 studies, a total of 90 are submitted to the analyses, since they have the relationships of interest and the required statistics (i.e., correlations between constructs or statistics for group differences). The analyzed subset of studies produced 119 independent samples and 36,673 respondents. The results showed a significant association of satisfaction and loyalty with WOM. More specifically, WOM valence introduced a significant moderating effect. This moderating effect is proposed in this paper as the following empirical generalization: considering satisfaction and loyalty as correlates of WOM, satisfaction is the variable that has a stronger relationship with positive WOM, while loyalty is the one that is more closely associated with negative WOM, which might be expressed as SAT→WOM(+), LEA→WOM(-).
Downloads
Download data is not yet available.
Download data is not yet available.
Article Details
How to Cite
Matos, C. A. de. (1). Empirical generalization concerning word-of-mouth marketing using meta-analysis. Journal of Contemporary Administration, 15(5), 877-896. https://doi.org/10.1590/S1415-65552011000500006
Section
Articles
Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.
After article acceptance, the authors must sign a Term of Authorization for Publication, which is sent to the authors by e-mail for electronic signature before publication.