To share or not? Factors influencing word of mouth communication

• Main Author: Goh, Chin Wei
• Format: Thesis
• Language: English; English
• Published: 2014
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/4132/1/s813541.pdf; https://etd.uum.edu.my/4132/13/s813541_abstract.pdf; https://etd.uum.edu.my/4132/
• Institution: Universiti Utara Malaysia

The objective of this study is to determine the factors that will influence on word of mouth communication among mobile phone users. In this study, five factors which are perceived value, perceived quality, customers’ satisfaction, brand love and brand trust are examined to determine whether these factors influenced word of mouth communication. Hypothesized relationships are tested using survey responses from a sample of 393 respondents. This study was conducted among young adults from Universiti Utara Malaysia (UUM), Sintok Kedah. The data were analysed using Statistical Package for the Social Sciences (SPSS) version 19.0. The methods used in analysing the data are Normality test, Reliability test, Descriptive Analysis, ANOVA, Independent Sample T-Test, Pearson Correlation Analysis and Multiple Regression Analysis. The findings indicated that all the five independent variables have a strong positive relationship with word of mouth. In addition, the results showed that brand love had the strongest significant positive relationship with word of mouth communication with correlation value of 0.802, followed by brand trust with correlation value of 0.793. Pearson correlation analysis that was conducted showed that brand trust and brand love are the strongest factors influencing word of mouth communication.