Introducing the Wom Transmitter in Generational Word of Mouth: Why Consumers Refuse to Transmit Positive Or Negative Word of Mouth

Dost, Florian and Sievert, Jens and Oetting, Martin (2011) Introducing the Wom Transmitter in Generational Word of Mouth: Why Consumers Refuse to Transmit Positive Or Negative Word of Mouth. In: NA - Advances in Consumer Research. UNSPECIFIED, pp. 410-416.

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Abstract

Taking a transmitter’s perspective, this study identifies reasons to refuse word of mouth (WOM) transmission, creates a category system and analyzes the influence of either positive or negative WOM. We show that the transmission of negative WOM is refused more often, a result which is mainly driven by social constraints.

Item Type:
Contribution in Book/Report/Proceedings
Subjects:
ID Code:
126701
Deposited By:
Deposited On:
14 Aug 2018 09:00
Refereed?:
Yes
Published?:
Published
Last Modified:
11 Sep 2020 06:25