Advertising is usually good for a brand. Word of Mouth is even better… nothing particularly surprising in this statement. But why? In this article the authors shed some light on it. What does the...
What creates sharability online? While for (traditional) WOM several research studies have shown that people speak mostly about impressive experiences, often those that are relevant to the other person they are directly speaking to,...
Why do people love to vent online? The emergence of electronic “venting” behaviour is well documented, and so are the concerns and potential consequences. Yet, the literature remains rather quiet about why so many people...
Traditional Word of Mouth (tWOM) and electronic WOM (eWOM) are of increasing interest to academics and marketers (see here for data from the Web of Science). However, despite many years of interest – and...
