Earticle

초록

영어

Non-verbal communication significantly influences customer decision-making. However, the impact of non-verbal immediacy on a recipient's willingness to accept and share word-of-mouth(WOM) communications remains underexplored. This study investigates the effect of non-verbal immediacy on the recipient's acceptance of WOM recommendations, considering WOM credibility and persuasiveness as mediators. Data from 238 Bangladeshi participants, collected via a structured questionnaire, were analyzed using SPSS 23.0. Mediation analysis was performed with PROCESS macro v4.2. Results indicate that non-verbal immediacy significantly affects the acceptance of WOM communication. Positive non-verbal immediacy indicators enhance the credibility and persuasiveness of WOM messages, increasing the likelihood of acceptance. This study enriches our understanding of WOM communication by emphasizing the role of non-verbal immediacy. It has notable academic implications for future research and practical implications for marketing managers.

목차

Abstract
I. Introduction
II. Literature review and Hypotheses development
1. Non verbal immediacy, perceived credibility, Perceived persuasiveness and intention to the acceptance of the WOM information
2. Perceived WOM persuasiveness and intention to the acceptance of the WOM information
3. Perceived WOM credibility and intention to the acceptance of WOM information
4. Mediating effect of perceived WOM persuasiveness and perceived WOM credibility
III. Theoretical Fremework
IV. Methodology
1. Sample
2. Respondents' demographic information
3. Measurement tools 
4. Validity and reliability of the survey questions
5. Data analysis
V. Results
1. Correlation coefficients of non-verbal immediacy, Perceived persuasiveness, perceived credibility and word of mouth acceptance intention
2. Effects of nonUverbal immediacy, perceived credibility and perceived persuasiveness on word of mouth acceptance intention
3. Mediation analysis
VI. Discussion
1. Interpretation of Findings
2. Implications of the Study
3. Conclusion
4. Limitations and future research directions
References
Appendix
요약

키워드

저자

• Rahman, Md Hafizur [ Doctoral Candidate, Keimyung University, Daegu, Korea ] First author
• Kim, Kyung Ho [ Associate Professor, Keimyung University, Daegu, Korea ] Co-Author
• Mollah, Md Alamgir [ Associate Professor, University of Barisal, Bangladesh. ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  마케팅논집 [Journal of Marketing Studies]

• 간기

  계간

• pISSN

  1229-3180

• 수록기간

  1991~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380