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- Title
Word-of-Mouth Communication: Causes and Consequences.
- Authors
Gelb, Betsy; Johnson, Madeline
- Abstract
The article discusses the influence of word-of-mouth advertising on health care providers. It defines the term "word-of-mouth" and discusses its antecedents, or factors which influence its origin, and consequences, or the resulting opinions of the hearers. The character traits of people who tend to share advice about medical care are described and the article argues that word-of-mouth communication is more effective than advertising. The results from various studies on the topic are presented and the importance of continued research is discussed. It is also suggested that health care providers take the possibility of word-of-mouth into consideration when planning their marketing strategy.
- Subjects
WORD of mouth advertising; WORD-of-mouth communication; HEALTH care industry; MEDICAL care marketing; MARKETING strategy; ADVERTISING; INTERPERSONAL communication; MEDICAL care research; COMMUNICATIONS research
- Publication
Journal of Health Care Marketing, 1995, Vol 15, Issue 3, p54
- ISSN
0737-3252
- Publication type
Article