A process orientation for word-of-mouth referrals

Dobele, A 2007, 'A process orientation for word-of-mouth referrals', in Dr Maree Thyne, Dr Kenneth R. Deans, Assoc. Prof Juergen Gnoth (ed.) Proceedings of the Academy of the Australian and New Zealand Academy of Marketing Conference 2007 (ANZMAC 2007), Dunedin, New Zealand, 3-5 December 2007, pp. 1383-1390.


Document type: Conference Paper
Collection: Conference Papers

Title A process orientation for word-of-mouth referrals
Author(s) Dobele, A
Year 2007
Conference name ANZMAC 2007
Conference location Dunedin, New Zealand
Conference dates 3-5 December 2007
Proceedings title Proceedings of the Academy of the Australian and New Zealand Academy of Marketing Conference 2007 (ANZMAC 2007)
Editor(s) Dr Maree Thyne, Dr Kenneth R. Deans, Assoc. Prof Juergen Gnoth
Publisher ANZMAC
Place of publication Australia
Start page 1383
End page 1390
Total pages 8
Abstract The traditional word-of-mouth referral model suggests that people talk to others within their social network; who in turn talk to other people within their social networks; inferring that the communication extends outwards from the original person at an exponential rate of growth. However, as our understanding of social network theory, communication and consumer behaviour has improved, is it time to update the traditional activity based word-of-mouth referrals model to a more process orientated model? This conceptual paper provides a review of the extant literature on word-of-mouth referrals importance for firms and suggests a new model for word-of-mouth referrals.
Subjects Information Systems not elsewhere classified
Marketing not elsewhere classified
ISBN 9781877156299
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