You’re not yelping your case: the unexpected social consequences of word of mouth
Abstract
Purpose The purpose of this paper is to explore whether people’s intuitions regarding the social consequences of word of mouth (WOM) match the actual consequences. The authors investigate the expectations people have about how sharing WOM (positive or negative) will change others’ perceptions of them and then compare these expectations to the actual impact of WOM. Design/methodology/approach Six studies were conducted. Study 1 predicted how...
Paper Details
Title
You’re not yelping your case: the unexpected social consequences of word of mouth
Published Date
Jan 25, 2020
Volume
54
Issue
2
Pages
419 - 447
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