The Effectiveness of Facilitated Business-to-Business Word-of Mouth Marketing Strategies on Target Participants’ Information Sharing Behavior

Pei Xu, Joan Fulton, Corinne Alexander and Jay Akridge

International Food and Agribusiness Management Review, 2009, vol. 12, issue 2, 18

Abstract: This study examines the impact of facilitated business-to-business (B2B) word-of-mouth (WOM) on participants' information transmission decisions. We also examine characteristics of WOM participants and determine the types of participants who spread information. Understanding WOM participants' information sharing decisions is extremely important to agribusinesses using WOM in their marketing mix. For an expendable crop input, the most important factor in determining whether producers share WOM initiative information with peers is how often they are asked for advice by their peers. In contrast, for an expendable companion animal product the most important factor in determining whether veterinarians share WOM initiative information with peers is whether they had a satisfactory experience in the WOM initiative.

Keywords: Agribusiness; Industrial Organization; Marketing; Teaching/Communication/Extension/Profession (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:53751

DOI: 10.22004/ag.econ.53751

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