Networking as an entrepreneurial marketing tool: the link between effectuation and word of mouth
Journal of Research in Marketing and Entrepreneurship
ISSN: 1471-5201
Article publication date: 23 December 2022
Issue publication date: 27 March 2023
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. (2023), "Networking as an entrepreneurial marketing tool: the link between effectuation and word of mouth", Journal of Research in Marketing and Entrepreneurship, Vol. 25 No. 2, pp. 270-285. https://doi.org/10.1108/JRME-08-2020-0112
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited