Do generational membership and psychographic characteristics influence positive word of mouth in a university context
Year: 2012
Type: article
Study design: Observational Study
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.
Authors: Ann Mitsis, Patrick Foley
Institution: Swinburne University of Technology
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2102181599