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| Tekijä: | East, R. Hammond, K. Wright, M. |
| Otsikko: | The relative incidence of positive and negative word of mouth: a multi-category study |
| Lehti: | International Journal of Research in Marketing
2007 : JUN, VOL. 24:2, p. 175-184 |
| Asiasana: | brands |
| Vapaa asiasana: | word of mouth recommendation |
| Kieli: | eng |
| Tiivistelmä: | The paper discusses positive word of mouth (PWOM) and negative word of mouth (NWOM) and develops propositions to guide further research. In 15 studies made shows that PWOM is more common than NWOM occurring three times as often as NWOM. Individuals who produce NWOM also tend to produce PWOM. Moreover, most PWOM is about a consumer's main brand; as a consequence; the incidence of PWOM in a category is distributed according to brand market share. |
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