The Antecedents of Online Word-Of-Mouth
Abstract
This study makes use of online word of mouth (WOM) data for automobiles to examine the antecedents of online WOM, the multiple factors that either stimulate positive or create negative online WOM, the dynamic pattern of online WOM activities, and the unique, untested influence of TPO endorsements or reviews’ on both volume and valence of online WOM. The study contributes to the growing online WOM literature, automobile industry and potentially buzzes marketing management for durable goods, such as computers, digital camera or other consumer electronics.
Full Text: PDF DOI: 10.15640/jmm.v3n1a1
Abstract
This study makes use of online word of mouth (WOM) data for automobiles to examine the antecedents of online WOM, the multiple factors that either stimulate positive or create negative online WOM, the dynamic pattern of online WOM activities, and the unique, untested influence of TPO endorsements or reviews’ on both volume and valence of online WOM. The study contributes to the growing online WOM literature, automobile industry and potentially buzzes marketing management for durable goods, such as computers, digital camera or other consumer electronics.
Full Text: PDF DOI: 10.15640/jmm.v3n1a1
Browse Journals
Journal Policies
Information
Useful Links
- Call for Papers
- Submit Your Paper
- Publish in Your Native Language
- Subscribe the Journal
- Frequently Asked Questions
- Contact the Executive Editor
- Recommend this Journal to Librarian
- View the Current Issue
- View the Previous Issues
- Recommend this Journal to Friends
- Recommend a Special Issue
- Comment on the Journal
- Publish the Conference Proceedings
Latest Activities
Resources
Visiting Status
 Today |
242 |
| Yesterday |
92 |
| This Month |
717 |
| Last Month |
3500 |
 All Days |
1477076 |
 Online |
52 |
