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- W132103183 abstract "Thisthesistriestoprovideabetterunderstandingonthemotivesofword-‐of-‐mouthreferral.Studyonthistopicisincreasinglyimportant,sincefriends,colleaguesandrelativesmakealargeamountofpurchasedecisionsbaseduponword-‐of-‐mouthreferral.Thishasimplicationsforstrategicmarketing;strategieshavetoadapttoanewcustomercenterapproachinordertouseword-‐of-‐mouthasanadvantage.Inaddition,theriseofsocialmediahasincreasedinformationflow,whichcanbenolongercontrolledbyorganizations.Inordertoallowcompanies,andmorespecific,marketerstoadjusttheirstrategies,theyneedtoknowwhichconsumersmakerecommendationsandwhytheydoso.Inaddition,itisinterestingtoknowwhethermarketersshouldchangetheirstrategyfordifferentcountries,orcanmaintainonestrategyforall.Thisproblemdefinitionhasledtoasetofresearchboundariesandaresearchquestion.Asfortheboundaries,earlierstudieshavefocusedonintercontinentaldifferencesforword-‐of-‐mouthreferral,butdifferencesbetweenWesternEuropeancountriesareonlyseverelystudied.ThisthesisstudiesdifferencesbetweentheNetherlands,theU.K.andGermany.Aliteraturestudypointsoutsomeinterestingvariablesthatinfluencethemotivesforword-‐of-‐mouth,suchasindividualculturalvalues.Theadvantageofindividualculturalvaluestheory,incomparisontonationalculture,isthatit’slessbroadandallowscapturingcultureswithincultures.Thisisbeneficialformarketingresearchbecauseofthevarietyofconsumercommunitieswithinanation.Inordertofurtherdefineconsumergroups,differentmarketsegmentsareincludedasindependentvariables.Besidestheindividualculturalvalues,countrydifferencesandmarketsegments,anindividual’srecommendationcharacteristicsarealsotakenintoaccount.Thesecharacteristicsdefineanindividualintheextendtowhichheorsherecommendsonlineoroffline,theinfluenceheorsheperceivestohaveandthenumberofrecommendationsheorshemakes.Asaresulttheseboundarieshaveledtothefollowingresearchquestion:Whatinfluencedoindividualculturalvalues,marketsegment,demographicandrecommendationcharacteristicshaveonthemotivesforword-‐of-‐mouthreferral?Thisresearchusesaquestionnaireinordertostudytherelationsasimpliedbytheresearchquestion.Aquestionnairehasitslimitations,suchasthelackofqualitativeandin-‐depthdata,butitdoesallowforgainingalargesample(n=1100).ByusingthestratasamplingmethodarepresentativesamplefortheU.K.,GermanyandtheNetherlandsisacquiredforinhabitantsbetween18and65yearsold.Afterthedatacollectionandimprovement,severalpredictiveanalysiswereconductedinordertoseewhichofthevariablesdoesinfactinfluencethemotivesformakingarecommendation.Theresultsshowthatallvariablesdoinfluencethemotivesformakingarecommendation.GermanandU.K.respondentdifferinmotivesfromtheDutchrespondents.Forexample:thelatteraremorelikelytorecommendbecauseofentertainment,weretheothersaremorelikelytorecommendbecauseofhelping.Also,eachmarketsegmenthasotherresultsforthemotivesofmakingarecommendation.Furthermore,theindividualculturalvaluesprovetoinfluencetheindividual’sactionswhenitcomestomakingrecommendations.Finally,therecommendationcharacteristicsalsoinfluencethemotivesformakingarecommendation.Itisinterestingtoseethatallvariableshaveasignificantinfluenceonthedependentvariable.Thishasimplicationsforcompaniesandinparticularmarketers;inordertoimprovetheirmarketingstrategytheyshouldtakethesevariablesintoaccount.Forexample:onesinglestrategyforeachcountrywillbelesseffectiveasadifferentstrategyforeachcountry.Thisthesispointoutseveralinfluentialfactorsonthemotivesofmakingarecommendation,butislimitedtoquantitativedata.Therefore,itsuggeststhatfuturequalitativeresearchisrequiredinordertounderstandeachsinglerelation" @default.
- W132103183 created "2016-06-24" @default.
- W132103183 creator A5035184357 @default.
- W132103183 date "2012-01-01" @default.
- W132103183 modified "2023-09-26" @default.
- W132103183 title "The influence of individual cultural values, market segment and recommendation characteristics on motives for word of mouth referral" @default.
- W132103183 hasPublicationYear "2012" @default.
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