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

Lars Groeger, Francis Buttle

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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 languageEnglish
Title of host publicationProceedings of the Australia New Zealand Marketing Academy Conference 2013
EditorsRod Brodie
Place of PublicationAuckland, New Zealand
PublisherThe University of Auckland Business School, University of Auckland
Number of pages8
ISBN (Print)9780646563305
Publication statusPublished - 2013
EventAustralian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand
Duration: 1 Dec 20134 Dec 2013


ConferenceAustralian and New Zealand Marketing Academy Conference (2013)
CityAuckland, New Zealand


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


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