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

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

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 implication...

Full description

Bibliographic Details
Main Authors: Mitsis, Ann, Foley, Patrick
Format: Article
Language:English
Published: Asian Academy of Management (AAM) 2012
Subjects:
HD28-70 Management. Industrial Management
Online Access:http://eprints.usm.my/36570/
http://eprints.usm.my/36570/1/AAMJ_17.1.1.pdf
_version_ 1848877947248705536
author Mitsis, Ann
Foley, Patrick
author_facet Mitsis, Ann
Foley, Patrick
author_sort Mitsis, Ann
building USM Institutional Repository
collection Online Access
description 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.
first_indexed 2025-11-15T17:23:32Z
format Article
id usm-36570
institution Universiti Sains Malaysia
institution_category Local University
language English
last_indexed 2025-11-15T17:23:32Z
publishDate 2012
publisher Asian Academy of Management (AAM)
recordtype eprints
repository_type Digital Repository
spelling usm-365702017-09-18T08:21:00Z http://eprints.usm.my/36570/ Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context? Mitsis, Ann Foley, Patrick HD28-70 Management. Industrial Management 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. Asian Academy of Management (AAM) 2012 Article PeerReviewed application/pdf en http://eprints.usm.my/36570/1/AAMJ_17.1.1.pdf 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 http://web.usm.my/aamj/17.1.2012/AAMJ_17.1.1.pdf
spellingShingle HD28-70 Management. Industrial Management
Mitsis, Ann
Foley, Patrick
Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context?
title Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context?
title_full Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context?
title_fullStr Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context?
title_full_unstemmed Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context?
title_short Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context?
title_sort do generational membership and psychographic characteristics influence positive word of mouth in a university context?
topic HD28-70 Management. Industrial Management
url http://eprints.usm.my/36570/
http://eprints.usm.my/36570/
http://eprints.usm.my/36570/1/AAMJ_17.1.1.pdf

Similar Items