IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v4y2014i3p51-67.html
   My bibliography  Save this article

Measuring Consumer Motivations to Share Rumors: Scale Development

Author

Listed:
  • Subin Sudhir

    (Indian Institute of Management Kozhikode, Kerala, India)

  • Anandakuttan B. Unnithan

    (Indian Institute of Management Kozhikode, Kerala, India)

Abstract

Rumors are often shared in the marketplace about products, services, brands or organizations; both in the online as well as in the offline scenarios. These rumors get communicated from consumer to consumer in the form of Word of Mouth (WOM). An exhaustive review of literature identified four motivations for consumers to share rumors in the marketplace; which included anxiety management motivation, information sharing motivation, relationship management motivation and self enhancement motivation. The review was not conclusive in identifying any scales for the measurement of these motivations. The article develops a scale for measuring these four motivations. Structured interviews were initially conducted to identify 33 items that motivate a consumer to share rumors. Based on an exploratory factor analysis and confirmatory factor analysis four factors were identified and the final scale retained 21 items. The scale displayed good scores of reliability and validity.

Suggested Citation

  • Subin Sudhir & Anandakuttan B. Unnithan, 2014. "Measuring Consumer Motivations to Share Rumors: Scale Development," International Journal of Online Marketing (IJOM), IGI Global, vol. 4(3), pages 51-67, July.
    • Handle: RePEc:igg:jom000:v:4:y:2014:i:3:p:51-67
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijom.2014070104
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Uttam Chakraborty & Savita Bhat, 2018. "Effect of Credible Reviews on Brand Image: A Mixed Method Approach," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 13-22, January.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jom000:v:4:y:2014:i:3:p:51-67. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.