Word-of-Mouth Transmission in Settings with Multiple Opinions: The Impact of Other Opinions on WOM Likelihood and Valence

• Main Authors: RYU, Gangseog, HAN, Jin K.
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2009
• 主題: Marketing
• 在線閱讀: https://ink.library.smu.edu.sg/lkcsb_research/1804; https://doi.org/10.1016/j.jcps.2009.04.003

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...