... theory, a conceptual model is developed. To empirically test the conceptual model, two between-subjects experiments were conducted wherein the level of detail and level of control were manipulated, taking AI-based recommendations as a use case. The data were analyzed via partial least squares (PLS...

... prone consumers generate more WOM, independent of incentives. The findings have important implications, and suggest that satisfied customers are a necessary but not sufficient condition for getting positive WOM, and that incentives may be an effective way to get satisfied customers to recommend a firm...