To share or not? Factors influencing word of mouth communication

• Main Authors: Goh, Chin Wei, Adam, Mohamad Zainol Abidin, Hoe, Chee Hee
• Format: Conference or Workshop Item
• Language: English
• Published: 2014
• Subjects: HF Commerce
• Online Access: http://repo.uum.edu.my/22449/1/ICBM%202014%20257-270.pdf; http://repo.uum.edu.my/22449/
• Institution: Universiti Utara Malaysia

In the consumer market, loyalty is an essential goal and a key element for a company to build a long-term sustainability and growth.Loyal consumers are more willing to make recommendations, advice and suggestions about a firms products to their friends or relatives through Word of Mouth (WOM) commun...