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...