The effects of regulatory focus and tie strength on word-of-mouth behavior.

• Main Author: Tsai, Qian Yi.
• Other Authors: Chung Mann Yien Cindy
• Format: Theses and Dissertations
• Language: English
• Published: 2009
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/20660
• Institution: Nanyang Technological University

Word-of-mouth(WOM) is a form of interpersonal communication among consumers concerning their personal experiences with a firm or a product (Richins,1984). Past literature suggests that WOM amount is often influeced by the tie strength(Frenzen & Davis, 1990). The current research predicts that th...