Gratitude stimulates word-of-mouth more than words of thanks
Authors: Cownie, F., Haft, J., Vu, V., Natalia, N. and Chaiveeradech, M.
Journal: Journal of Marketing Theory and Practice
Volume: 31
Issue: 4
Pages: 416-433
eISSN: 1944-7175
ISSN: 1069-6679
DOI: 10.1080/10696679.2022.2078370
Abstract:This study examines the impact of feelings and expressions of gratitude on word-of-mouth communication applying a quantitative method and PLS-SEM. It is the first study evidencing the power of feelings of gratitude as a driver of positive word-of-mouth within the context of students’ experience of Higher Education in ASEAN and UK contexts. The study finds that feelings of gratitude are more likely to result in positive conversations with others than in thanks to the benefactor. Feelings of gratitude may also reduce silent endurance. However, expressions of gratitude appear to have no influence on a sender’s conversations about HE.
https://eprints.bournemouth.ac.uk/37058/
Source: Scopus
Gratitude stimulates word-of-mouth more than words of thanks
Authors: Cownie, F., Haft, J., Vu, V., Natalia, N. and Chaiveeradech, M.
Journal: JOURNAL OF MARKETING THEORY AND PRACTICE
Volume: 31
Issue: 4
Pages: 416-433
eISSN: 1944-7175
ISSN: 1069-6679
DOI: 10.1080/10696679.2022.2078370
https://eprints.bournemouth.ac.uk/37058/
Source: Web of Science (Lite)
Gratitude stimulates word-of-mouth more than words of thanks
Authors: Cownie, F., Haft, J., Vu, V., Chaiveeradech, M. and Natalia, N.
Journal: Journal of Marketing Theory and Practice
Volume: May 2022
Pages: 1-18
Publisher: Taylor & Francis
ISSN: 1069-6679
Abstract:This study examines the impact of feelings and expressions of gratitude on word-of-mouth communication applying a quantitative method and PLS-SEM. It is the first study evidencing the power of feelings of gratitude as a driver of positive word-of-mouth within the context of students’ experience of Higher Education in ASEAN and UK contexts. The study finds that feelings of gratitude are more likely to result in positive conversations with others than in thanks to the benefactor. Feelings of gratitude may also reduce silent endurance. However, expressions of gratitude appear to have no influence on a sender’s conversations about HE
https://eprints.bournemouth.ac.uk/37058/
Source: Manual
Gratitude stimulates word-of-mouth more than words of thanks
Authors: Cownie, F., Haft, J., Vu, V., Natalia, N. and Chaiveeradech, M.
Journal: Journal of Marketing Theory and Practice
Publisher: Taylor & Francis
ISSN: 1069-6679
Abstract:This study examines the impact of feelings and expressions of gratitude on word-of-mouth communication applying a quantitative method and PLS-SEM. It is the first study evidencing the power of feelings of gratitude as a driver of positive word-of-mouth within the context of students’ experience of Higher Education in ASEAN and UK contexts. The study finds that feelings of gratitude are more likely to result in positive conversations with others than in thanks to the benefactor. Feelings of gratitude may also reduce silent endurance. However, expressions of gratitude appear to have no influence on a sender’s conversations about HE
https://eprints.bournemouth.ac.uk/37058/
Source: BURO EPrints