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Some Things Are Better Left Unsaid: How Word of Mouth Influences the Storyteller
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Material Type |
Article
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Author(s) |
Moore, Sarah G (Author)
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Source Journal Info. |
Title:
Journal of Consumer Research
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Volume/ Issue No.: 2012/APR V.38 N.6
Call No.:658.8005 JCR Location: Periodicals & References Hall - 2nd floor
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Physical Description |
p1140-1154
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Subject Area/ Descriptors |
Marketing
(2255)
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Abstract |
Consumers frequently tell stories about consumption experiences through word of mouth (WOM). These WOM stories may be told traditionally, through spoken, face-to-face conversation, or nontraditionally, through written online reviews or other electronic channels. Past research has focused on how traditional and nontraditional WOM influences listeners and firms. This research instead addresses how specific linguistic content in nontraditional WOM influences the storyteller...
Full Abstract
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Journal:
Journal of Consumer Research
(526)
Issu: 2012/APR V.38 N.6
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