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| Tekijä: | Samson, A. |
| Otsikko: | Understanding the buzz that matters: negative vs positive word of mouth |
| Lehti: | International Journal of Market Research
2006 : VOL. 48:6, p. 647-657 |
| Asiasana: | marketing relationship marketing communication consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | This article deals with negative and positive consumer word-of-mouth (NWOM and PWOM) in a quantitative context. Based on the correlations btw. WOM and business growth found by research, presented are possible explanations for the NWOM's superiour predictive power. It is suggested that NWOM is a good measure for loyalty and advocacy among existing customers, whereas negative information may also have a strong effect on purchase decisions by potential customers. The number of brand choices and brand commitment are addressed across industries. It is proposed that brands in high-commitment/low-choice sectors have to be more sensitive to NWOM, while PWOM may be a better predictor for business growth in low-commitment/high-choice industries. |
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