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Thursday, October 13, 2005

Advocates & Identity

One particualry interesting piece of research about what makes people evangelists and advocates for an organization, comes from the University of Queensland, and was presented by Sam Friend of Wotif.com at last week's International Word-of-Mouth Marketing Conference.

The overriding reason people advocate for an organization or product is that they identify with the organization or share a sense of community with other people who support/buy from the organization. (62%)

I was truly surprised to hear that satisfaction and experience accounted for just 21%, and trust for 9% in comparison.

Here are the standardised “path estimates” for the model.

Advocacy à Loyalty (.88)
Identification à Advocacy (.62)
Satisfaction à Advocacy (.21)
Trust à Advocacy (.09)

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