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| Tekijä: | East, R. Hammond, K. Lomax, W. |
| Otsikko: | Measuring the impact of positive and negative word of mouth on brand purchase probability |
| Lehti: | International Journal of Research in Marketing
2008 : SEP, VOL. 25:3, p. 215-224 |
| Asiasana: | marketing brands purchasing measurement |
| Vapaa asiasana: | word of mouth |
| Kieli: | eng |
| Tiivistelmä: | Word of mouth (WOM) has a powerful influence on consumer behaviour. It is informal advice btw. consumers, being usually interactive, swift, and lacking in commercial bias. Using methods, measures, and data including a large number of categories, this article presents findings on the respondent-assessed impact of positive and negative WOM (as: PWOM, NWOM, respectively) on brand purchase probability. For familiar brands, it is among others found that: i. The impact of PWOM is generally greater than NWOM, ii. The impact of both PWOM and NWOM is strongly related to the pre-WOM probability of purchase, the strength of expression of the WOM and if the WOM is about the respondent's preferred brand. iii. PWOM and NWOM seem to be similar forms of advice-giving behaviour, except for their opposed effects on choice. iv. Respondents resist NWOM on brands which are very likely to be chosen by them, and resist PWOM on brands very unlikely be chosen. |
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