“A Cute Surprise”: Examining the Influence of Meeting Giveaways on Word-of-Mouth Intention
Document Type
Article
Publication Date
10-20-2020
Publication Title
Journal of Hospitality and Tourism Management
Volume
45
First page number:
456
Last page number:
463
Abstract
Although most meetings offer free giveaways to attendees, the role these giveaways plays in influencing attendees' behavioral intentions has received limited attention. This study contributes to event research by examining the impact of giveaways on meeting attendees' word-of-mouth (WOM) intention. Two 2 × 2 between-subjects experimental designs were utilized for this study. Results showed that high-value giveaways lead to greater WOM intention among meeting attendees compared to low-value giveaways. Moreover, the study found that cuteness and experienced unexpectedness moderate the effect of meeting giveaways' value on attendees’ WOM intention. Theoretical and practical implications are discussed.
Keywords
Meeting giveaways; WOM; Reciprocity theory; Cue utilization theory; Value; Cuteness; Unexpectedness
Disciplines
Hospitality Administration and Management
Language
English
Repository Citation
Sun, J.,
Nazlan, N. H.,
Leung, X. Y.,
Bai, B.
(2020).
“A Cute Surprise”: Examining the Influence of Meeting Giveaways on Word-of-Mouth Intention.
Journal of Hospitality and Tourism Management, 45
456-463.
http://dx.doi.org/10.1016/j.jhtm.2020.10.003