Search Swinburne Research Bank
Home List of Titles Do generational membership and psychographic characteristics influence positive word of mouth in a university context?
Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/226950
- Do generational membership and psychographic characteristics influence positive word of mouth in a university context?
- Mitsis, Ann; Foley, Patrick
- 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
- Asian Academy of Management Journal, Vol. 17, no. 1 (Jan 2012), pp. 1-12
- Publication year
- FOR Code(s)
- 1503 Business and Management
- Culturally-anchored values; Generation X; Generation Y; Generational differences; Higher education; Psychographic characteristics; Service provision; Word of mouth
- Asian Academy of Management and Penerbit Universiti Sains Malaysia
- Publisher URL
- Copyright © Asian Academy of Management and Penerbit Universiti Sains Malaysia, 2012.
- Peer reviewed