The Effectiveness of Facilitated Business-to-Business Word-of Mouth Marketing Strategies on Target Participants’ Information Sharing Behavior

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.


Issue Date:
May 01 2009
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/53751
Published in:
International Food and Agribusiness Management Review, Volume 12, Issue 2
Page range:
39-56
Total Pages:
18
JEL Codes:
Q10; Q13




 Record created 2017-04-01, last modified 2017-08-17

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