People often share opinions and information with their social ties, and word of mouth has an
important impact on consumer behavior. But what drives interpersonal communication and …

Electronic word-of mouth (eWOM) has attracted considerable interest from researchers in
the past decade. Although the extant research has helped us to develop a good …

Words are part of almost every marketplace interaction. Online reviews, customer service
calls, press releases, marketing communications, and other interactions create a wealth of …

Although marketers increasingly rely on customer data, firms have little insight into the
ramifications of such data use and do not know how to prevent negative effects. Data …

Purpose–The purpose of this paper is to explore attitudes of consumers who engage with
brands through Facebook “likes”. It explores the extent to which these brands are self …

This study investigates how the valence, channel, and social tie strength of a word-of-mouth
(WOM) conversation about a brand relate to the purchase intentions and WOM …

Prior research shows that positive online reviews are less valued than negative reviews. The
authors argue that this is due to differences in causal attributions for positive versus negative …

Consumers no longer consider luxury as an absolute goal. Even though previous studies
have primarily linked luxury with consumers' extrinsic motivation, intrinsic motivational …

Given recent interest in social media, many brands now create content that they hope
consumers will view and share with peers. While some campaigns indeed go “viral,” their …

Does the number of people with whom someone communicates influence what he or she
discusses and shares? Six studies demonstrate that compared with narrowcasting (ie …