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.
|Title of host publication||Proceedings of the Australia New Zealand Marketing Academy Conference 2013|
|Place of Publication||Auckland, New Zealand|
|Publisher||The University of Auckland Business School, University of Auckland|
|Number of pages||8|
|Publication status||Published - 2013|
|Event||Australian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand|
Duration: 1 Dec 2013 → 4 Dec 2013
|Conference||Australian and New Zealand Marketing Academy Conference (2013)|
|City||Auckland, New Zealand|
|Period||1/12/13 → 4/12/13|
- Rules Theory
- word-of-mouth marketing
- product seeding
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 (pp. 1-8). Auckland, New Zealand: The University of Auckland Business School, University of Auckland.