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  • Perceptions of The Consumers Towards Referral Marketing in Terms of Statement Credibility

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    Maureen Flores
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    The document discusses consumer perceptions of referral marketing in terms of statement credibility and persuasiveness. It identifies that consumers find statements credible if the product matches expectations and the source is reliable, but not credible if claims are misleading, exaggerated, or lack proof. Referrals are seen as persuasive if the language is appealing, the referrer is presentable, and personal experience is shared, but not persuasive if claims are misleading, exaggerated, biased, or lack evidence.

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    CHAP 3

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    The document discusses consumer perceptions of referral marketing in terms of statement credibility and persuasiveness. It identifies that consumers find statements credible if the product matches expectations and the source is reliable, but not credible if claims are misleading, exaggerated, or lack proof. Referrals are seen as persuasive if the language is appealing, the referrer is presentable, and personal experience is shared, but not persuasive if claims are misleading, exaggerated, biased, or lack evidence.

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    14 views2 pages

    Perceptions of The Consumers Towards Referral Marketing in Terms of Statement Credibility

    Uploaded by

    Maureen Flores
    The document discusses consumer perceptions of referral marketing in terms of statement credibility and persuasiveness. It identifies that consumers find statements credible if the product matches expectations and the source is reliable, but not credible if claims are misleading, exaggerated, or lack proof. Referrals are seen as persuasive if the language is appealing, the referrer is presentable, and personal experience is shared, but not persuasive if claims are misleading, exaggerated, biased, or lack evidence.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 2

    Table 2.

    1
    Perceptions of the consumers towards referral marketing in terms of Statement
    Credibility

    Codes/Themes Determinants Concepts

    Statement Credibility Credible - Product matches


    expectation
    -Reliable source/reference

    Not at all Credible - Does not meet expectation

    - Misleading /Exaggerated

    - Lacks proof/evidence
    Table 2.2
    Perceptions of the consumers towards referral marketing in terms of
    Persuasiveness

    Code/Themes Determinants Concept

    Persuasiveness Persuasive - Use of appealing/


    engaging words
    - Person who does the
    referral is presentable
    - Use of personal experience and
    testimony

    Not Persuasive - Misleading

    - Sometimes exaggerated
    - Contains bias/one sided-
    opinion
    - Lacks proof/evidence

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