prikaz prve stranice dokumenta Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population
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Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population
Economic Research-Ekonomska Istraživanja, 33 (2020), 1; 1667-1684. https://doi.org/10.1080/1331677X.2020.1756373
Kursan Milaković, Ivana; Anić, Ivan-Damir; Mihić, Mirela

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Kursan Milaković, I., Anić, I. D. i Mihić, M. (2020). Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population. Economic Research-Ekonomska Istraživanja, 33. (1), 1667-1684. doi: 10.1080/1331677X.2020.1756373

Kursan Milaković, Ivana, et al. "Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population." Economic Research-Ekonomska Istraživanja, vol. 33, br. 1, 2020, str. 1667-1684. https://doi.org/10.1080/1331677X.2020.1756373

Kursan Milaković, Ivana, Ivan Damir Anić i Mirela Mihić. "Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population." Economic Research-Ekonomska Istraživanja 33, br. 1 (2020): 1667-1684. https://doi.org/10.1080/1331677X.2020.1756373

Kursan Milaković, I., Anić, I. D. i Mihić, M. (2020) 'Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population', Economic Research-Ekonomska Istraživanja, 33(1), str. 1667-1684. doi: 10.1080/1331677X.2020.1756373

Kursan Milaković I, Anić ID, Mihić M. Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population. Economic Research-Ekonomska Istraživanja [Internet]. 06.05.2020. [pristupljeno 19.12.2024.];33(1):1667-1684. doi: 10.1080/1331677X.2020.1756373

I. Kursan Milaković, I. D. Anić i M. Mihić, "Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population", Economic Research-Ekonomska Istraživanja, vol. 33, br. 1, str. 1667-1684, Svibanj 2020. [Online]. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:124:540483. [Citirano: 19.12.2024.]

Za citiranje koristite ovu mrežnu adresu: https://urn.nsk.hr/urn:nbn:hr:124:540483
Podaci o radu
Naslov (engleski)Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population
AutorIvana Kursan Milaković
AutorIvan-Damir Anić
AutorMirela Mihić
Autorova ustanovaSveučilište u Splitu
Ekonomski fakultet
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Marketing
Sažetak (engleski)
This paper addresses the issue of predicting and stimulating consumers’ word-of-mouth communication (WOM). It contributes to the WOM literature by examining and comparing the magnitude of effects of a set of antecedents and consequences of WOM information spread and WOM information seek in one model. The data collected from consumer survey in Croatia were analysed using structural equation modelling (SEM). The results reveal that consumer innovativeness, followed by price sensitivity and attitudes towards advertising are the most important drivers of both WOM variables, whereas the effects are stronger for WOM information seek than WOM information spread. The results also indicate that WOM information seek has four times stronger effect on buying intention than WOM information spread, which can be utilized by retailers. Accordingly, retailers should focus on WOM information seek and try to stimulate it by introducing new products in the first place, but also with frequent sales, and appealing advertising messages.
Ključne riječi (engleski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Izvorni znanstveni rad
Status objaveObjavljen
Vrsta recenzijeRecenziran - međunarodna recenzija
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov časopisaEconomic Research-Ekonomska Istraživanja
Brojčani podacivol. 33, br. 1, str. 1667-1684
p-ISSN1331-677X
e-ISSN1848-9664
DOIhttps://doi.org/10.1080/1331677X.2020.1756373
URN:NBNurn:nbn:hr:124:540483
Datum objave publikacije2020-05-06
URL dokumentahttps://www.tandfonline.com/doi/full/10.1080/1331677X.2020.1756373
Vrsta resursaTekst
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Zaštićeno autorskim pravom.
Datum i vrijeme pohrane2024-07-19 15:53:35