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Word of mouth habits : the effect of past behaviour on positive electronic word of mouth
Mini Dissertation (MBA)--University of Pretoria, 2017.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2018
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| _version_ | 1867613719960223744 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2017. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/64837 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:40:37.576Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/64837 Word of mouth habits : the effect of past behaviour on positive electronic word of mouth Chipp, Kerry ichelp@gibs.co.za Danda, Gabriel UCTD Mini Dissertation (MBA)--University of Pretoria, 2017. The ubiquity of the internet and online social platforms has led to social media addiction where people spend significant amounts of time spend creating and consuming content online. Therefore there was need to investigate whether these habitual behaviours of online content creation relate to communications about products and services such as word of mouth. The purpose of this study was to examine whether past word of mouth behaviour can predict future behaviour and whether it can become habitual. An online survey was administered to online users for them to report on how frequently they posted their restaurant experiences and their perceptions of how much they do this automatically. By grouping the respondents into three frequency groups (low, medium, high), the results showed that past word of mouth behaviour predicted future behaviour but only through attitudes towards word of mouth. The results also demonstrated that indeed, positive electronic word of mouth can become habitual, particularly due to people expressing their self-concept as they publicly display their product consumptions. This study concludes by providing recommendations for managers and directs future research on how consumer habits can be leveraged in word of mouth communications. pa2018 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2018-05-11T09:02:35Z 2018-05-11T09:02:35Z 30-03-18 2017 Mini Dissertation Danda, G 2017, Word of mouth habits : the effect of past behaviour on positive electronic word of mouth, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/64837> http://hdl.handle.net/2263/64837 en © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Word of mouth habits : the effect of past behaviour on positive electronic word of mouth |
| title | Word of mouth habits : the effect of past behaviour on positive electronic word of mouth |
| title_full | Word of mouth habits : the effect of past behaviour on positive electronic word of mouth |
| title_fullStr | Word of mouth habits : the effect of past behaviour on positive electronic word of mouth |
| title_full_unstemmed | Word of mouth habits : the effect of past behaviour on positive electronic word of mouth |
| title_short | Word of mouth habits : the effect of past behaviour on positive electronic word of mouth |
| title_sort | word of mouth habits the effect of past behaviour on positive electronic word of mouth |
| topic | UCTD |
| url | http://hdl.handle.net/2263/64837 |