Electronic word of mouth (eWOM) and traditional word of mouth (WOM-T) are key information channels in consumer decisions, but there are still gaps in integrative models that analyze both channels simultaneously in emerging contexts. This exploratory, theory-informed study proposes a conceptual model that articulates five antecedents—satisfaction, trust, emotional bond, openness to novelty, and perceived social influence—two mediators—consumer engagement and recommendation intention—and two outcome behaviors—eWOM and traditional WOM—to examine how these variables are associated with the generation of recommendations among young/internet-connected consumers of SME services in the Lambayeque Region, Peru. Using PLS-SEM with 380 participants, 25 structural hypotheses were evaluated, including direct effects and simple and sequential mediations. In this non-probability sample, the hypothesized associations were statistically supported: antecedents were positively associated with engagement, which was positively associated with recommendation intention, which in turn predicted both online and offline WOM behaviors. Emotional bond and trust showed particularly strong effects. The model explained between 49% and 64% of the variance in endogenous variables. The findings contribute to understanding word-of-mouth dynamics in emerging markets for the studied segment of digitally connected consumers, with implications for relational marketing strategies and SDGs 8 and 12. Importantly, the contribution to SDG 12 is conditional: word-of-mouth can also amplify unsustainable consumption when recommendations are not linked to responsible practices; this caveat should be considered when interpreting the sustainability implications of these findings.
Ballesteros et al. (Tue,) studied this question.