The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability

Rodolfo Vázquez‐Casielles · Leticia Suárez Álvarez · Ana Belén del Río Lanza

100 citations0/0 files storedJournal of Advertising Research

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

ABSTRACT This study has two main objectives: (a) to examine the relative impacts of positive and negative word of mouth (PWOM and NWOM) on the shift in the receiver9s brand purchase probability; and (b) to analyze the effect, direct or indirect, of a number of interpersonal and non-interpersonal factors on the relation between PWOM or NWOM and the shift in the receiver9s purchase probability. The data were collected from a sample of 1,035 consumers in four product/service categories. The results suggest that firms should develop a proactive management of WOM communications that takes into account aspects of both the sender and receiver.

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References

1991The theory of planned behavior 1994Customer Loyalty: Toward an Integrated Conceptual Framework 2006The Effect of Word of Mouth on Sales: Online Book Reviews 2007The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs 2002Understanding Relationship Marketing Outcomes 1987Social Ties and Word-of-Mouth Referral Behavior 1991The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction 1998Customer Satisfaction and Word of Mouth

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