Journal of Advertising Research · 2013 · 96 citations · 49 references
BusinessMarketingMarketing ManagementBrand ManagementConsumer BehaviorMarketing StrategyBrand CommunicationIntegrated Marketing CommunicationsWord-of-mouth MarketingBrand Word-of-mouthPositive Word-of-mouthWord-of-mouth DriversWord-of-mouth EffectsWord-of-mouth InfluenceWord-of-mouth Valence
<h3>ABSTRACT</h3> This study has two main objectives: (a) to examine the relative impacts of positive and negative word of mouth (PWOM and NWOM) on the shift in the receiver9s brand purchase probability; and (b) to analyze the effect, direct or indirect, of a number of interpersonal and non-interpersonal factors on the relation between PWOM or NWOM and the shift in the receiver9s purchase probability. The data were collected from a sample of 1,035 consumers in four product/service categories. The results suggest that firms should develop a proactive management of WOM communications that takes into account aspects of both the sender and receiver.
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The theory of planned behavior
Icek Ajzen · Organizational Behavior and Human Decision Processes · 1991 · 84.8K citations