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Introducing the Wom Transmitter in Generational Word of Mouth: Why Consumers Refuse to Transmit Positive Or Negative Word of Mouth

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Taking a transmitter’s perspective, this study identifies reasons to refuse word of mouth (WOM) transmission, creates a category system and analyzes the influence of either positive or negative WOM. We show that the transmission of negative WOM is refused more often, a result which is mainly driven by social constraints.