The impact of word of mouth on intention to purchase currently used and other brands

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.
East et al.

The impact of word of mouth on intention to purchase currently used and other brands

Robert East and Jenni Romaniuk

Ehrenberg-Bass Institute for Marketing Science, University of South Australia

Rahul Chawdhary

Kingston Business School, London

Mark Uncles

UNSW Business School, UNSW Sydney


The impact of WOM

Word of mouth (WOM) has a strong effect on purchase; Keaveney (1995) notes that 50% of service provider replacements rest on recommendation, and the Keller Fay Agency (2014) finds that one in eight recommendations results in a sale. These strong effects make it worthwhile to study the factors...

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