Making word-of-mouth impactful: why consumers react more to WOM about experiential than material purchases
This paper documents evidence from five studies showing that WOM about experiential versus material purchases is superior in evoking reactions from WOM receivers that are valuable for firms (e.g., purchase intention). We find that this difference emerges from receivers’ perception that WOM about an...
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| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2021
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| Texto completo: | http://hdl.handle.net/10400.14/33441 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/33441 |