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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Bibliographic Details
Main Author: Bastos, Wilson (author)
Other Authors: Moore, Sarah G. (author)
Format: article
Language:eng
Published: 2021
Subjects:
Consumer reaction
Experiential purchase
Material purchase
Substantiveness
Word-of-mouth
Online Access:http://hdl.handle.net/10400.14/33441
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/33441

Internet

http://hdl.handle.net/10400.14/33441

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