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Keywords: WOM dispersion
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (2): 562–583.
Published: 20 January 2026
..., the shape of the distribution – reflecting the spread of product ratings – plays a key role in directing consumer attention. Building on extensive WOM literature (He and Bond, 2015 ; Sun, 2012 ; West and Broniarczyk, 1998), we conceptualize WOM dispersion as the statistical standard deviation...
