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Paper Title: Determinants of WOM Communication
Abstract:
 
WOM communication since long is being used for changing consumer’s attitude towards brands and products. Earlier studies have not explored the effect of antecedents on WOM communications. Thus, this study aims to measure the antecedents’ effects on WOM communication. Valid sample size for this study was 600, with a response rate of 95%. Data were collected form the leading malls of the city. After preliminary analysis (normality, reliability, validity) the developed conceptual framework was empirically tested through SEM. The model successfully explained antecedent’s effects on word-of-mouth communication. All the antecedents (Brand loyalty, by satisfaction, commitment, and trust) significantly affect world of mouth communications. WOM communication will not replace conventional tools but it will augment their effect if used judiciously.

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Dr Asfia Obaid
Conference Convener
Email:asfia.obaid@nbs.nust.edu.pk
Tel: 00-92-51-90853201

Mr Kashir Asghar
Conference Coordinator
Email:kashir.asghar@nbs.nust.edu.pk
Tel: 00-92-51-90853100

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