Effectiveness of word of mouth communication: Receiver perspectives

Abstract

Word-of-Mouth Communication (WOMC) is viewed as an imperative form of promotion, particularly it plays a significant role in product selection. This paper aims to explore factors influencing word of mouth communication among users of personal care products. This study adopted the qualitative method of research. A questionnaire was designed to gather data from the 750 respondents. The Factor analysis identified seven major factors of WOMC namely reciprocity, information sharing desire, self-enhancement, source credibility, brand selection, purchase decision, and opinion seeking. The result of SEM proves that purchase decision and reciprocity are the effective factors among the receivers of WOMC. The study results will assist the marketing managers to comprehend the factors possible to influence among receivers of WOMC.