Viral marketing: Motivations to forward online content

The need to belong: Desire for interpersonal attachments as a fundamental human motivation.

Roy F. Baumeister, Mark R. Leary · Psychological Bulletin · 1995 · 21.5K citations

Social Sciences, Psychology, Social Psychology +14

Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification.

Li‐tze Hu, Peter M. Bentler · Psychological Methods · 1998 · 11.4K citations

Social Sciences, Biostatistics, Psychometrics +14

Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

Thorsten Hennig‐Thurau, Kevin P. Gwinner, Gianfranco Walsh et al. · Journal of Interactive Marketing · 2004 · 5.8K citations

Business, Marketing, Marketing Management +12

Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective

Paul M. Herr, Frank R. Kardes, John Kim · Journal of Consumer Research · 1991 · 2.1K citations

Business, Marketing, Social Psychology +17

Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study

Marsha L. Richins · Journal of Marketing · 1983 · 1.6K citations

Business, Marketing, Marketing Management +10