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International Food and Agribusiness Management Review >
Volume 12, Issue 2, 2009 >
Please use this identifier to cite or link to this item:
http://purl.umn.edu/53751
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| Title: | The Effectiveness of Facilitated Business-to-Business Word-of Mouth Marketing Strategies on Target Participants’ Information Sharing Behavior |
| Authors: | Xu, Pei
Fulton, Joan R.
Alexander, Corinne E.
Akridge, Jay T. |
| Authors (Email): | Xu, Pei (xup@morrisville.edu)
Fulton, Joan (fultonj@purdue.edu)
Alexander, Corinne (cealexan@purdue.edu)
Akridge, Jay (akridge@purdue.edu) |
| Keywords: | facilitated B2B WOM
effectiveness of facilitated B2B WOM
indirect impact of facilitated B2B WOM
agribusiness firms’ information sharing decisions |
| JEL Codes: | Q10
Q13 |
| Issue Date: | 2009-05-01 |
| Abstract: | This study examines the impact of facilitated business-to-business (B2B) word-of-mouth (WOM) on participants' information transmission decisions. We also examine characteristics of WOM participants and determine the types of participants who spread information. Understanding WOM participants' information sharing decisions is extremely important to agribusinesses using WOM in their marketing mix.
For an expendable crop input, the most important factor in determining whether producers share WOM initiative information with peers is how often they are asked for advice by their peers. In contrast, for an expendable companion animal product the most important factor in determining whether veterinarians share WOM initiative information with peers is whether they had a satisfactory experience in the WOM initiative. |
| URI: | http://purl.umn.edu/53751 |
| Institution/Association: | International Food and Agribusiness Management Review>Volume 12, Issue 2, 2009 |
| Total Pages: | 18 |
| From Page: | 39 |
| To Page: | 56 |
| Collections: | Volume 12, Issue 2, 2009
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