Disclosure in Word-Of-Mouth Marketing: the Role of Prior Agent Experience

Lisa Abendroth, University of St. Thomas, USA
Research on marketer-incented word-of-mouth finds that disclosing an agent-brand relationship makes recommendations more effective. This research looks deeper into why this occurs as well as how previous experience as a word-of-mouth agent affects perceptions of the technique and its effectiveness.
[ to cite ]:
Lisa Abendroth (2012) ,"Disclosure in Word-Of-Mouth Marketing: the Role of Prior Agent Experience", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 670-671.