prikaz prve stranice dokumenta Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population
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Scientific paper - Original scientific paper
Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population
Economic Research-Ekonomska Istraživanja, 33 (2020), 1; 1667-1684. https://doi.org/10.1080/1331677X.2020.1756373
Kursan Milaković, Ivana; Anić, Ivan-Damir; Mihić, Mirela

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Kursan Milaković, I., Anić, I. D. & Mihić, M. (2020). Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population. Economic Research-Ekonomska Istraživanja, 33. (1), 1667-1684. doi: 10.1080/1331677X.2020.1756373

Kursan Milaković, Ivana, et al. "Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population." Economic Research-Ekonomska Istraživanja, vol. 33, no. 1, 2020, pp. 1667-1684. https://doi.org/10.1080/1331677X.2020.1756373

Kursan Milaković, Ivana, Ivan Damir Anić and Mirela Mihić. "Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population." Economic Research-Ekonomska Istraživanja 33, no. 1 (2020): 1667-1684. https://doi.org/10.1080/1331677X.2020.1756373

Kursan Milaković, I., Anić, I. D. and Mihić, M. (2020) 'Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population', Economic Research-Ekonomska Istraživanja, 33(1), pp. 1667-1684. doi: 10.1080/1331677X.2020.1756373

Kursan Milaković I, Anić ID, Mihić M. Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population. Economic Research-Ekonomska Istraživanja [Internet]. 2020 May 06 [cited 2024 November 20];33(1):1667-1684. doi: 10.1080/1331677X.2020.1756373

I. Kursan Milaković, I. D. Anić and M. Mihić, "Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population", Economic Research-Ekonomska Istraživanja, vol. 33, no. 1, pp. 1667-1684, May 2020. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:124:540483. [Accessed: 20 November 2024]

Metadata
Title (english)Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population
AuthorIvana Kursan Milaković
AuthorIvan-Damir Anić
AuthorMirela Mihić
Author's institutionUniversity of Split
Faculty of economics Split
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract (english)
This paper 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 four times stronger effect on buying intention than WOM information spread, which can be utilized 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 (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titleEconomic Research-Ekonomska Istraživanja
Numberingvol. 33, no. 1, pp. 1667-1684
p-ISSN1331-677X
e-ISSN1848-9664
DOIhttps://doi.org/10.1080/1331677X.2020.1756373
URN:NBNurn:nbn:hr:124:540483
Publication2020-05-06
Document URLhttps://www.tandfonline.com/doi/full/10.1080/1331677X.2020.1756373
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-07-19 15:53:35