“A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention
Although most meetings offer free giveaways to attendees, the role these giveaways plays in influencing attendees' behavioral intentions has received limited attention. This study contributes to event research by examining the impact of giveaways on meeting attendees' word-of-mouth (WOM) i...
| الحاوية / القاعدة: | Journal of Hospitality and Tourism Management |
|---|---|
| المؤلف الرئيسي: | |
| التنسيق: | مقال |
| اللغة: | English |
| منشور في: |
Elsevier Ltd
2020
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| الوصول للمادة أونلاين: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85092761956&doi=10.1016%2fj.jhtm.2020.10.003&partnerID=40&md5=12064c3dbc7f14c1d81c55ec4e6a66f7 |
| id |
Sun J.; Nazlan N.H.; Leung X.Y.; Bai B. |
|---|---|
| spelling |
Sun J.; Nazlan N.H.; Leung X.Y.; Bai B. 2-s2.0-85092761956 “A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention 2020 Journal of Hospitality and Tourism Management 45 10.1016/j.jhtm.2020.10.003 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85092761956&doi=10.1016%2fj.jhtm.2020.10.003&partnerID=40&md5=12064c3dbc7f14c1d81c55ec4e6a66f7 Although most meetings offer free giveaways to attendees, the role these giveaways plays in influencing attendees' behavioral intentions has received limited attention. This study contributes to event research by examining the impact of giveaways on meeting attendees' word-of-mouth (WOM) intention. Two 2 × 2 between-subjects experimental designs were utilized for this study. Results showed that high-value giveaways lead to greater WOM intention among meeting attendees compared to low-value giveaways. Moreover, the study found that cuteness and experienced unexpectedness moderate the effect of meeting giveaways' value on attendees’ WOM intention. Theoretical and practical implications are discussed. © 2020 The Authors Elsevier Ltd 14476770 English Article |
| author |
2-s2.0-85092761956 |
| spellingShingle |
2-s2.0-85092761956 “A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention |
| author_facet |
2-s2.0-85092761956 |
| author_sort |
2-s2.0-85092761956 |
| title |
“A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention |
| title_short |
“A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention |
| title_full |
“A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention |
| title_fullStr |
“A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention |
| title_full_unstemmed |
“A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention |
| title_sort |
“A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention |
| publishDate |
2020 |
| container_title |
Journal of Hospitality and Tourism Management |
| container_volume |
45 |
| container_issue |
|
| doi_str_mv |
10.1016/j.jhtm.2020.10.003 |
| url |
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85092761956&doi=10.1016%2fj.jhtm.2020.10.003&partnerID=40&md5=12064c3dbc7f14c1d81c55ec4e6a66f7 |
| description |
Although most meetings offer free giveaways to attendees, the role these giveaways plays in influencing attendees' behavioral intentions has received limited attention. This study contributes to event research by examining the impact of giveaways on meeting attendees' word-of-mouth (WOM) intention. Two 2 × 2 between-subjects experimental designs were utilized for this study. Results showed that high-value giveaways lead to greater WOM intention among meeting attendees compared to low-value giveaways. Moreover, the study found that cuteness and experienced unexpectedness moderate the effect of meeting giveaways' value on attendees’ WOM intention. Theoretical and practical implications are discussed. © 2020 The Authors |
| publisher |
Elsevier Ltd |
| issn |
14476770 |
| language |
English |
| format |
Article |
| accesstype |
|
| record_format |
scopus |
| collection |
Scopus |
| _version_ |
1828987871395053568 |