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
Kingston Business School, London