Do generational membership and psychographic characteristics influence positive word of mouth in a university context? - Swinburne Research Bank : Open Access Repository

My Folder (0)

Add to My Folder

Permanent link: http://hdl.handle.net/1959.3/226950

Check Swinburne's subscriptions for full text availability

Title: Do generational membership and psychographic characteristics influence positive word of mouth in a university context?
Author(s): Mitsis, Ann; Foley, Patrick
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.
Publication Type: Journal article
Research Centre: Swinburne University of Technology. Faculty of Business and Enterprise
Source: Asian Academy of Management Journal, Vol. 17, no. 1 (Jan 2012), pp. 1-12
Publication Year: 2012
FOR Code(s): 1503 Business and Management
Keyword(s): Culturally-anchored values; Generation X; Generation Y; Generational differences; Higher education; Psychographic characteristics; Service provision; Word of mouth
Publisher: Asian Academy of Management and Penerbit Universiti Sains Malaysia
Publisher URL: http://web.usm.my/aamj/
ISSN: 1394-2603
Peer Reviewed