The Importance of Positive Word-of-Mouth (PWOM) in Leisure Services Consumption by Third Age

Juan Carlos Eiras Fontenla, Luciana Florêncio de Almeida


Purpose – The present study aimed to identify why positive word-of-mouth (PWOM) is important in leisure services consumption by third age. 


Design/methodology/approach – Using qualitative and exploratory approach, interviews and audio diaries, content analysis for data processing, the study investigated consumers age group between 60 and 70 years in Brazil. 


Findings – Major results indicated that factors generated by PWOM such as safety, engagement, relief, knowledge acquirement, social network, confidence, positive expectation and enthusiasm appeared to be strong and are fundamental for the third age consumers purchase decision process. It was also found a significant nexus between PWOM relevance and the fact that they were sent by close people in regards to receiver. 


Originality/value – This paper contributes to the prior literature with a better understanding of factors generated by PWOM on third age consumers. Firms and governments can help their senior customers simplify choices and motivate consumer decisions as well as engaging them in relationship management and directive service. 


Word-of-mouth, third age, consumer behavior, service, leisure


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