Full metadata
Title
How Marketing Freebies Impact Consumers Perceptions and
Willingness to Engage in Word of Mouth
Description
Marketers are constantly striving to discover strategies that promote the greatest amount of word of mouth (WOM) from their consumers. WOM is perceived as one of the most reputable forms of marketing by consumers due to the authenticity and sincerity that is associated with the strategy. With WOM being an organic and genuine response from consumers, marketers are often faced with difficulties or failure when explicitly requesting that consumers engage in positive WOM behaviors. However, there are certain practices that firms can implement to encourage WOM behaviors from their consumers. This study examines the effectiveness of two different freebie marketing methods and the impact that each method’s presentation has on a consumer’s willingness to participate in WOM. The results of this study will be used to provide companies with guidelines and recommendations to successfully create freebie marketing strategies that drive authentic WOM surrounding their brand and products.
Date Created
2022-05
Contributors
- Boyer, Victoria (Author)
- Hanzlick, Camille (Co-author)
- Lisjak, Monika (Thesis director)
- Eaton, John (Committee member)
- Barrett, The Honors College (Contributor)
- Department of Information Systems (Contributor)
- Dean, W.P. Carey School of Business (Contributor)
- Department of Marketing (Contributor)
Topical Subject
Resource Type
Copyright Statement
In Copyright
Primary Member of
Peer-reviewed
No
Open Access
No
Series
Academic Year 2021-2022
Handle
https://hdl.handle.net/2286/R.2.N.164502
System Created
- 2022-04-05 03:46:01
System Modified
- 2023-01-10 11:47:14
- 1 year 10 months ago
Additional Formats