Do generational membership and psychographic characteristics influence positive word of mouth in a university context?

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Mitsis, Ann and Foley, Patrick (2012) Do generational membership and psychographic characteristics influence positive word of mouth in a university context? Asian Academy of Management Journal, 17 (1). pp. 1-12. ISSN 1394-2603

Abstract

The specific question that this paper seeks to answer is: do psychographic culturally-anchored values act as antecedents to positive word of mouth intention independently of an individual's generational (Generation Y rather than Generation X) membership? This question has important implications for service-based industries like universities. Results suggest that positive word of mouth intention is influenced by psychographic characteristics. Generation Y's positive word of mouth antecedents were: high collectivism, high uncertainty avoidance, and high power distance. Generation X's had only one antecedent, high collectivism. This paper concludes by outlining the areas for future research of Generation Y and the implication of this research for university leaders tasked with enhancing positive word of mouth in current students and alumni.

Item type Article
URI https://vuir.vu.edu.au/id/eprint/23241
Official URL http://web.usm.my/aamj/17.1.2012/AAMJ_17.1.1.pdf
Subjects Historical > FOR Classification > 1505 Marketing
Historical > FOR Classification > 2002 Cultural Studies
Historical > Faculty/School/Research Centre/Department > College of Business
Keywords ResPubID25725, generation Y, generation X, culturally-anchored values, positive word of mouth, higher education service provision
Citations in Scopus 5 - View on Scopus
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