Investigation of social facilitation and self-defense motives on word-of-mouth behaviour.
This study examines the influence of social facilitation and self-defense motives on consumers’ word-of-mouth behaviours. The results reveal that the above motives can affect the valence of word-of-mouth presented. Social facilitation motive arises when consumers wish to foster positive relationship...
| Main Authors: | , , |
|---|---|
| Outros autores: | |
| Formato: | Final Year Project (FYP) |
| Publicado: |
2008
|
| Subjects: | |
| Acceso en liña: | http://hdl.handle.net/10356/8557 |
| Summary: | This study examines the influence of social facilitation and self-defense motives on consumers’ word-of-mouth behaviours. The results reveal that the above motives can affect the valence of word-of-mouth presented. Social facilitation motive arises when consumers wish to foster positive relationships with others. Self-defense motive may override social facilitation motive in the event that consumers wish to preserve their self-image. |
|---|