Word-of-Mouth Transmission in Settings with Multiple Opinions: The Impact of Other Opinions on WOM Likelihood and Valence
Scholars in social psychology and marketing have traditionall examined word-of-mouth (WOM) interactions in a dyadic setting, comprised of a WOM-opinion provider and its recipient. Yet, social interactions also often occur in larger settings, and group-based research has shown group sizes to affect i...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2009
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1804 https://doi.org/10.1016/j.jcps.2009.04.003 |
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| Institution: | Singapore Management University |
| Language: | English |