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Beliefs about word of mouth among business students and practitioners

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Word of mouth (WOM) is the focus of growing interest among marketing practitioners and consumers. However, the promises of WOM marketing are often oversold, and various assertions about the nature of WOM, its dynamics, antecedents, and consequences may be more informed by common wisdom and trade publications than by peer-reviewed, empirical research on the topic. This paper summarises the results of two studies intended to investigate the beliefs about WOM among business professionals and business students. Questionnaire results revealed that respondents hold various conceptions of WOM that are not in accordance with the extant WOM research literature, and provides evidence that business professionals and business students differ in terms of beliefs about certain aspects of WOM. The implications of beliefs about WOM on marketing practice are considered.
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Document Type: Research Article

Publication date: December 1, 2013

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