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Showing 1 to 2 of 2 for “"WOM Communications"”.
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Employee-Based Brand Equity and Word-of-Mouth Product Referrals.
… in the overall marketing mix. Word of mouth (WOM) communications is one of the oldest and most trustworthy sources of advertising, yet little is known about the factors that influence employees to share WOM product referrals with their social network. Through a Grounded Theory approach, data …
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An Examination of Consumers' Selective Word-of-Mouth Communication Process and its Consequences
This research proposes that consumers often selectively communicate their product knowledge with one another in order to achieve different interpersonal goals or to meet situational demands; as a consequence of this selective message construction process, the communicators' recollections of the …