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Exploring Source Expertise as an Antecedent to Word-of-mouth

Source Expertise as an Antecedent to Word-of-Mouth

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Very quick and very dirty presentation I did for a seminar class on word-of-mouth.

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Page 1: Source Expertise as an Antecedent to Word-of-Mouth

Exploring Source Expertise as an Antecedent to Word-of-mouth

Page 2: Source Expertise as an Antecedent to Word-of-Mouth

I decided to undertake an independent study to further explore my word-of-mouth research interest. I had just finished the

Passion Conversation, published by Brains on Fire (a Greenville, S.C. agency), and wanted to dive into the idea of passion. Deeply

understanding the concept of passion has implications for brands and marketing practitioners. Campaigns are often built around

ambassador or influencer tactics. Similarly, loving a brand may lead many to keep the brand to themselves for fear of loosing their

uniqueness.

Explicating passion can take on multiple forms. I chose to examine both source expertise and shared identity as a way to measure

passion. Respondents were given an eight-question survey. Five questions measured source expertise using a five-item Likert

scale. Two questions were used to assess the degree that the respondent’s social identity related to a brand’s. Finally,

respondents were given the Ladder Scale of Positive WOM Advocacy to measure the likelihood of sharing their experiences with a

brand or service. The results showed a stronger correlation between source expertise and word-of-mouth when the participant

showed a stronger similarity to the brand. What follows is a presentation deck outlining my rationale, the process my research

and its implications.

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