Word of Mouth and the Viewing of Television Programs

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


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 the strong influence of WOM, particularly when choosing a new service provider (e.g., Keaveney, 1995). Recently, interest in WOM has risen as marketers have become disillusioned by mainstream advertising and so are turning to nontraditional communication strategies (Carson, 2005).

WOM can be positive or negative (referred to as PWOM and NWOM, respectively). The...

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