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Factors influencing the forwarding behaviour of mobile phone users in the context of mobile advertising in Europe

The importance of word of mouth (WOM) as a source of information for consumers to draw from when making a purchase decision has been acknowledged by scholars and practitioners alike. With the technological development on a global scale, a new type of WOM has emerged, namely the mobile word of mouth (mWOM). Mobile phones have become an essential means of communication for consumers, and the mWOM has a great potential to influence individuals at any stage of the decision-making process. The current research seeks to find an answer to the question of what factors influence an individual's decision to participate in mWOM using an empirical study. It was found that value perceptions have an impact on mobile users' desire to participate in WOM. Contrary to hypothesised, the desire to participate in WOM does not lead to a higher intention to speak positively about the mobile advertising campaign.