Word of Mouth and the Viewing of Television Programs

Jenni Romaniuk

For television programs, positive word of mouth (PWOM) is four times more common than negative word of mouth (NWOM).

Word of Mouth and the Viewing of Television Programs

Jenni Romaniuk

INTRODUCTION

Word of mouth (WOM) is when people who are known personally to each other communicate about a product, brand, or service (Arndt, 1967). Many consumer behavior studies have identified...

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