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

Volume: 31

Issue: 4

Pages: 416-433

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