Understanding word-of-mouth communication: can Rules Theory help?

Lars Groeger; Francis Buttle

Understanding word-of-mouth communication: can Rules Theory help?

Macquarie Graduate School of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

We interview participants in word-of-mouth marketing (WOMM) campaigns with a view to identifying and categorising the persons campaign participants select as conversation partners, establishing why those persons are selected and the content of their conversations. We then explore the utility of Rules Theory for explaining those decisions and actions. We find that three core structural components of the theory – context, constitutive rule and regulative rule – are evident in the interview data. We are encouraged to conduct further WOM research from the Rules Theory perspective.

Original language	English
Title of host publication	Proceedings of the Australia New Zealand Marketing Academy Conference 2013
Editors	Rod Brodie
Place of Publication	Auckland, New Zealand
Publisher	The University of Auckland Business School, University of Auckland
Pages	1-8
Number of pages	8
ISBN (Print)	9780646563305
Publication status	Published - 2013
Event	Australian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand Duration: 1 Dec 2013 → 4 Dec 2013

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2013)
City	Auckland, New Zealand
Period	1/12/13 → 4/12/13

Keywords

word-of-mouth
Rules Theory
word-of-mouth marketing
WOMMA
product seeding

Access to Document

http://anzmac.org/conference/2013/papers/anzmac2013-158.pdf

Cite this

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title = "Understanding word-of-mouth communication: can Rules Theory help?",

abstract = "We interview participants in word-of-mouth marketing (WOMM) campaigns with a view to identifying and categorising the persons campaign participants select as conversation partners, establishing why those persons are selected and the content of their conversations. We then explore the utility of Rules Theory for explaining those decisions and actions. We find that three core structural components of the theory – context, constitutive rule and regulative rule – are evident in the interview data. We are encouraged to conduct further WOM research from the Rules Theory perspective.",

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editor = "Rod Brodie",

booktitle = "Proceedings of the Australia New Zealand Marketing Academy Conference 2013",

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Groeger, L & Buttle, F 2013, Understanding word-of-mouth communication: can Rules Theory help? in R Brodie (ed.), Proceedings of the Australia New Zealand Marketing Academy Conference 2013. The University of Auckland Business School, University of Auckland, Auckland, New Zealand, pp. 1-8, Australian and New Zealand Marketing Academy Conference (2013), Auckland, New Zealand, 1/12/13. <http://anzmac.org/conference/2013/papers/anzmac2013-158.pdf>

Understanding word-of-mouth communication: can Rules Theory help? / Groeger, Lars; Buttle, Francis.
Proceedings of the Australia New Zealand Marketing Academy Conference 2013. ed. / Rod Brodie. Auckland, New Zealand: The University of Auckland Business School, University of Auckland, 2013. p. 1-8.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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N2 - We interview participants in word-of-mouth marketing (WOMM) campaigns with a view to identifying and categorising the persons campaign participants select as conversation partners, establishing why those persons are selected and the content of their conversations. We then explore the utility of Rules Theory for explaining those decisions and actions. We find that three core structural components of the theory – context, constitutive rule and regulative rule – are evident in the interview data. We are encouraged to conduct further WOM research from the Rules Theory perspective.

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KW - Rules Theory

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ER -

Understanding word-of-mouth communication: can Rules Theory help?

Abstract

Conference

Keywords

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Cite this