Factors Predicting the Generation of Positive Word of Mouth Communication: An Analysis

Abstract

Word of mouth is an efficient and effective means for spreading expressions about the company or brand, which can be achieved through numerous factors identified in this study. This quantitative study is based on questionnaire, exposed to the customers who are fond of shopping and are explained with every question to ensure the validity of the instrument. The responses are presented and analyzed through Descriptive stats and Chi-Square test by SPSS to see the relationship among the qualitative variables. Caring behavior, popularity, quality and personal connection contribute to generate a sense of trust in the company/brand/sale representative. Trust once gained truly backed by the IVs of this study told above, will lead to create positive word of mouth by the simple majority of customers at least, and the elegant financial results and loyalty of customers can be achieved efficiently. Whichever segment is extrovertly social, the outcomes of this research can be better generalized there.