Does Wom Timing Matter? the Impact of Timing of Message on the Effectiveness of Word-Of-Mouth

Cansu Sogut, Boston University, USA
Barbara Bickart, Boston University, USA
Frederic Brunel, Boston University, USA
We conceptualize two types of sharing based on the timing of a source’s message: simultaneous (during consumption) and retrospective (after consumption). We examine why and how timing might influence the persuasive impact of WOM. We demonstrate how the timing of online posting impacts the readers’ perceptions about the mentioned brand.
[ to cite ]:
Cansu Sogut, Barbara Bickart, and Frederic Brunel (2014) ,"Does Wom Timing Matter? the Impact of Timing of Message on the Effectiveness of Word-Of-Mouth ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 811-811.