Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context?

Mitsis, Ann and Foley, Patrick (2012) Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context? Asian Academy of Management Journal (AAMJ), 17 (1). pp. 1-12. ISSN 1394-2603

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Abstract

The specific question that this paper seeks to answer is: do psychographic culturallyanchored 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.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions:	Penerbit Universiti Sains Malaysia (USM Press) > Asian Academy of Management Journal (AAM)
Depositing User:	Mr Firdaus Mohamad
Date Deposited:	18 Sep 2017 08:21
Last Modified:	18 Sep 2017 08:21
URI:	http://eprints.usm.my/id/eprint/36570

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