The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability: An Analysis of Interpersonal and Non-Interpersonal Factors

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 receiver’s 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 receiver’s purchase probability.

The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability: An Analysis of Interpersonal and Non-Interpersonal Factors

Rodolfo Vázquez-Casielles, Leticia Suárez-Álvarez and Ana-Belén del Río-Lanza

University of Oviedo

Management slant

  • WOM has long been recognized as a powerful force affecting the consumer's attitude and choice.
  • Positive WOM has a stronger impact on brand purchase probability than negative WOM.
  • The sender's strength of expression has the greatest influence for both positive and negative WOM, followed by how actively WOM is sought.
  • The effect of WOM (positive or negative) is conditioned...

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