Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Purpose Over time, the concept of word mouth (WOM) has spread beyond marketing into other disciplines. This is because WOM important in decision-making at both individual and organisational levels. Also, people are more likely to trust recommendations from their peers than those companies. Therefore, purpose this study investigate perceived usefulness messages for small medium-sized enterprise (SME) suppliers participating Tanzanian public procurement opportunities. Design/methodology/approach The collected cross-sectional data 214 SME who supply common use items procuring organisations Dodoma City, Tanzania. Structural equation modelling was used test direct relationships between variables, Hayes' PROCESS macro indirect effect message delivery on attributes WOM. Findings that include expertise differential, perceptual homophily, trustworthiness related mediates relationship enhancing participation. study's findings revealed applicable context, under which buyers act as senders receivers. latter finds out about opportunities responds them, while former gives whatever information they need respond tenders have been advertised. Research limitations/implications Because cross-sectional, it difficult determine whether opinions gathered over time remained consistent. Furthermore, only parties framework contracts Government Procurement Services Agency were included study. sample limited supplying various Originality/value paper integrates discipline procurement. As a result, adds understanding transmission terms contribution enhance medium enterprises' participation