Understanding the boomerang effect of articulating word of mouth on the communicator's own commitment and loyalty

Rahul Chawdhary; Francesca Dall'Olmo Riley

Understanding the boomerang effect of articulating word of mouth on the communicator's own commitment and loyalty

Rahul Chawdhary, Francesca Dall'Olmo Riley

Research output: Contribution to conference › Paper › peer-review

Abstract

Little research has examined the impact of articulating WOM on the communicator; a key participant in any WOM communication dyad. This paper contributes to the WOM literature by investigating the impact of articulating positive and negative WOM on the communicator's commitment and loyalty to the focal services firm. Scenario-based experimental research design is used to test the model. Results suggest that articulation of P-WOM and N-WOM can impact the communicator's affective commitment. However, there is a differential impact of P-WOM and N-WOM on the communicator's loyalty. N-WOM impacts the loyalty of the communicator both directly and via affective commitment, whilst P-WOM impacts the communicator's loyalty only indirectly via affective commitment.

Original language	English
Publication status	Published - 26 May 2015
Event	44th European Marketing Academy (EMAC) Annual Conference: Collaboration in Research - Leuven, Belgium Duration: 26 May 2015 → 29 May 2015

Conference

Conference	44th European Marketing Academy (EMAC) Annual Conference: Collaboration in Research
Period	26/05/15 → 29/05/15

Bibliographical note

Organising Body: University of Leuven, European Marketing Academy

Keywords

Business and management studies

Cite this

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title = "Understanding the boomerang effect of articulating word of mouth on the communicator's own commitment and loyalty",

abstract = "Little research has examined the impact of articulating WOM on the communicator; a key participant in any WOM communication dyad. This paper contributes to the WOM literature by investigating the impact of articulating positive and negative WOM on the communicator's commitment and loyalty to the focal services firm. Scenario-based experimental research design is used to test the model. Results suggest that articulation of P-WOM and N-WOM can impact the communicator's affective commitment. However, there is a differential impact of P-WOM and N-WOM on the communicator's loyalty. N-WOM impacts the loyalty of the communicator both directly and via affective commitment, whilst P-WOM impacts the communicator's loyalty only indirectly via affective commitment.",

keywords = "Business and management studies",

author = "Rahul Chawdhary and \{Dall'Olmo Riley\}, Francesca",

note = "Organising Body: University of Leuven, European Marketing Academy; 44th European Marketing Academy (EMAC) Annual Conference: Collaboration in Research ; Conference date: 26-05-2015 Through 29-05-2015",

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T1 - Understanding the boomerang effect of articulating word of mouth on the communicator's own commitment and loyalty

AU - Chawdhary, Rahul

AU - Dall'Olmo Riley, Francesca

N1 - Organising Body: University of Leuven, European Marketing Academy

PY - 2015/5/26

Y1 - 2015/5/26

N2 - Little research has examined the impact of articulating WOM on the communicator; a key participant in any WOM communication dyad. This paper contributes to the WOM literature by investigating the impact of articulating positive and negative WOM on the communicator's commitment and loyalty to the focal services firm. Scenario-based experimental research design is used to test the model. Results suggest that articulation of P-WOM and N-WOM can impact the communicator's affective commitment. However, there is a differential impact of P-WOM and N-WOM on the communicator's loyalty. N-WOM impacts the loyalty of the communicator both directly and via affective commitment, whilst P-WOM impacts the communicator's loyalty only indirectly via affective commitment.

AB - Little research has examined the impact of articulating WOM on the communicator; a key participant in any WOM communication dyad. This paper contributes to the WOM literature by investigating the impact of articulating positive and negative WOM on the communicator's commitment and loyalty to the focal services firm. Scenario-based experimental research design is used to test the model. Results suggest that articulation of P-WOM and N-WOM can impact the communicator's affective commitment. However, there is a differential impact of P-WOM and N-WOM on the communicator's loyalty. N-WOM impacts the loyalty of the communicator both directly and via affective commitment, whilst P-WOM impacts the communicator's loyalty only indirectly via affective commitment.

KW - Business and management studies

M3 - Paper

T2 - 44th European Marketing Academy (EMAC) Annual Conference: Collaboration in Research

Y2 - 26 May 2015 through 29 May 2015

ER -

Understanding the boomerang effect of articulating word of mouth on the communicator's own commitment and loyalty

Abstract

Conference

Bibliographical note

Keywords

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Cite this