The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability: An Analysis of Interpersonal and Non-Interpersonal Factors
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 receiver’s 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 receiver’s 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.
Source: VAZQUEZ-CASIELLES (Rodolfo), SUAREZ-ALVAREZ (Leticia), DEL RIO-LANZA (Anna-Belen). The word of mouth dynamic: how positive (and negative) WOM drives purchase probability: an analysis of interpersonal and non-interpersonal factors, in Journal of advertising research, vol. 53, nr. 1, March 2013, p. 43-60.