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Networking as an entrepreneurial marketing tool: the link between effectuation and word of mouth

Sebastian Robledo (Faculty of Management, Economic and Accounting Sciences, Universidad Católica Luis Amigó, Medellín, Colombia)
John Eider Vasquez (Faculty of Economic and Administrative Sciences, Universidad Católica de Pereira, Pereira, Colombia)
Néstor Darío Duque-Méndez (Department of Informatic and Computation, Universidad Nacional de Colombia, Manizales, Colombia)
Veronica Duque-Uribe (Department of Industrial Engineering, Universidad Nacional de Colombia, Manizales, Colombia)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 23 December 2022

32

Abstract

Purpose

Effectuation has received increased attention in the field of entrepreneurship. However, previous studies have focused on performance rather than on networking and word-of-mouth (WOM) marketing. Therefore, the purpose of this study is to understand the mediating effect of networking on the relationship between effectuation and WOM marketing.

Design/methodology/approach

This study used partial least squares structural equation modeling to investigate the relationship between effectuation and WOM marketing mediated through networking. The research model was assessed using data from a sample of 256 entrepreneurs.

Findings

The results reveal that effectuation positively influences WOM marketing, mediated by networking. This study provides new insights into the precursors of WOM marketing and highlights the importance of networking in this process.

Practical implications

The implications of these findings suggest that entrepreneurs should create networking plans that focus on the maintenance and creation of new customers. This plan could be tracked via email, cell phone or online social data to maintain awareness of the failures and successes of the process and for continual improvement.

Originality/value

A vast number of studies have been conducted on effectuation and networking. However, to the best of the authors’ knowledge, no previous study has investigated the influence of these two variables on WOM marketing. Entrepreneurs face long-term sales challenges, and this study proposes that networking could be a solution, thereby increasing WOM marketing sales.

Keywords

Acknowledgements

This research was partially supported by Universidad Católica Luis Amigó under project entitled “Análisis cienciométrico de la producción científica de la Universidad Católica Luis Amigó.” We thank Universidad Nacional de Colombia opportunity of developing and validating the instruments. We thank the editor and the two anonymous referees for their help in preparing this paper.

Citation

Robledo, S., Vasquez, J.E., Duque3-Méndez, N.D. and Duque-Uribe, V. (2022), "Networking as an entrepreneurial marketing tool: the link between effectuation and word of mouth", Journal of Research in Marketing and Entrepreneurship, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRME-08-2020-0112

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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