The impact of source effects and message valence on word of mouth retransmission

The impact of word of mouth (WOM) on consumer actions is more pronounced now than ever due to technology.

The impact of source effects and message valence on word of mouth retransmission

Jeffrey P. Radighieri

University of Houston-Victoria

Mark Mulder

Pacific Lutheran University

Introduction

The use of word of mouth (WOM) communications is a phenomenon that plays a major role in business (Marney 1995; Silverman 1997; Henricks 1998; Wicken & Asquith 2008). The rise of the internet has served to increase the prevalence of WOM, as technology has facilitated its transmission (e.g. Bronner & de Hoog 2010; Hardey 2011). As a result, WOM continues to attract scholarly attention. Research has shown that WOM is a legitimate activity that firms...

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