Final published version
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Conference contribution/Paper › peer-review
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Conference contribution/Paper › peer-review
}
TY - GEN
T1 - Introducing the Wom Transmitter in Generational Word of Mouth: Why Consumers Refuse to Transmit Positive Or Negative Word of Mouth
AU - Dost, Florian
AU - Sievert, Jens
AU - Oetting, Martin
PY - 2011
Y1 - 2011
N2 - 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.
AB - 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.
KW - word of mouth
KW - transmission
KW - valence
M3 - Conference contribution/Paper
VL - 38
SP - 410
EP - 416
BT - NA - Advances in Consumer Research
A2 - Dahl, Darren
A2 - Johar, Gita
A2 - van Osselaer, Stijn
ER -