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What is Consumer Referral Behavior

Encyclopedia of Mobile Phone Behavior
Consumer referral behavior means that consumers send mWOM messages to friends or acquaintances especially under a viral marketing campaign.
Published in Chapter:
Consumer Adoption of Mobile eWOM Messages
Akinori Ono (Keio University, Japan) and Mai Kikumori (Keio University, Japan)
Copyright: © 2015 |Pages: 13
DOI: 10.4018/978-1-4666-8239-9.ch014
As mobile phones become more widely utilized, mobile-based electronic word-of-mouth (mWOM) on products and services is becoming an increasingly important factor in consumer behavior, as well as marketing communication. Regarding this issue, marketing and consumer scholars have conducted research on mWOM message-senders and recipients. Focusing on mWOM receiving behavior, this article presents academic knowledge regarding how recipients evaluate mobile eWOM messages and how they behaves as a result. Two streams can be identified in this research area: 1), mobile viral messages from marketers via friends and relatives, and 2) mWOM reviews on products and services from anonymous senders. The former can be further divided into two streams: a) research that has constructed and tested causal models explaining why consumers participate in mobile viral marketing, and b) research that has focused on illustrating comprehensively a multi-stage cognitive and behavioral customer journey towards receiving, using, and forwarding mobile viral marketing messages.
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More Results
Consumer Adoption of PC-Based/Mobile-Based Electronic Word-of-Mouth
The processes by which consumers send WOM messages related to a viral marketing campaign to friends or acquaintances.
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