...Hongjie Sun; Meiling Wang; Ke Zhong; Yong (Eddie) Luo; Ben Lowe Purpose Word of mouth ( WOM ) is often regarded as a key marketplace signal of product and service quality. However, WOM following co-creation failure may not always reflect consumers’ actual experience. This research aims...

... platform. Findings The results contribute to literature on word-of-mouth ( WOM ) by clarifying the inherent characteristics and interconnections within implicit influence networks driven by recommendation agents (RAs). The findings identify the key users responsible for accelerating recommendations...

... implications for studies of word-of-mouth marketing. The propositions in this study are ready for empirical investigation as to when consumers and firms choose to send messages with low or high ephemerality. Practical implications Firms need to understand how consumers are using messages sent with low...

.... It introduces the PPA as one way marketers can help customers achieve this goal of conversation. © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Storytelling Brand stories Word-of-mouth Willingness to pay Narratives On each bottle of wine sold...

...Sudipta Mandal; Arvind Sahay; Adrian Terron; Kavita Mahto Purpose Consumers subscribe to different mindsets or implicit theories of personality malleability, namely, fixed and growth mindsets. This study aims to investigate how and why consumers’ mindsets can influence their word-of-mouth (WOM...

... Bastos can be contacted at: wilson.bastos@ucp.pt 04 04 2018 03 11 2018 19 03 2019 13 09 2019 20 10 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Happiness Word-of-mouth Experiences Objects Firms have...

... influences brain activation associated with word-of-mouth (WOM) communications (i.e. information specificity, source expertise and tie strength) after a product harm crisis. This article also discusses the WOM effects of product quality perception, negative emotion and purchase intentions by precise...

... dimensions. The construct shows strong psychometric properties with high reliability and validity, thereby opening up opportunities to treat these facets as measurement indicators for the construct. Study 2 indicates that the effect of PCHQ on consumer loyalty and word-of-mouth (WOM) communication...

...Sangyoon Yi; Jae-Hyeon Ahn Purpose Consumer expectation not only influences purchase decision but also post-purchase satisfaction and word-of-mouth (WOM). This study aims to develop theories of initial expectation management by suggesting when it is desirable for new products to raise or lower...

..., and relates to a negative service experience. © Emerald Group Publishing Limited 2014 Social media Motivation Service recovery Word-of-mouth User-generated content Extraversion Current literature examined the impact of already created UGC on customers (Parra-Lopéz et al...

...Lars Groeger; Francis Buttle Purpose – The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns. Design/methodology/approach – An exploratory field study is conducted on a real-life WOMM campaign. Data...

... evidence for the links between customer affection and loyalty, and customer affection and word-of-mouth respectively, indicating that strengthening the emotional tie between customers and companies is crucial after service failure and recovery. Research limitations/implications – The present research...

...Jonas Colliander; Anders Hauge Wien Purpose – Marketing literature views word-of-mouth (WOM) as unidirectional communication in which consumers transmit either positive or negative messages based on their consumption experiences. Becoming visible in online forums, however, are consumers who...

...Adam Lingreen; Angela Dobele; Joëlle Vanhamme; José Luís Abrantes; Cláudia Seabra; Cristiana Raquel Lages; Chanaka Jayawardhena Purpose The purpose of this study is to address a recent call for additional research on electronic word‐of‐mouth (eWOM). In response to this call, this study draws...

...Christian Barrot; Jan U. Becker; Jannik Meyners Purpose This study seeks to examine the effect of pricing as a marketing instrument to stimulate word‐of‐mouth (WOM) by comparing the influence of two pricing strategies (i.e. a low‐complexity vs a network‐effects tariff) on the referral behaviour...