Investigation of Differences in Diffusion Between Positive and Negative Word-Of-Mouth

Andreas M. Kaplan, ESCP Europe, France
Michael Haenlein, ESCP Europe, France
Our study investigates how WoM valence (a) influences WoM diffusion frequency and speed and (b) moderates the type of social ties activated during WoM transmission. Additionally we analyze whether WoM reflecting hearsay shows different diffusion patterns than WoM originating from a personal and direct experience made by the WoM sender.
[ to cite ]:
Andreas M. Kaplan and Michael Haenlein (2011) ,"Investigation of Differences in Diffusion Between Positive and Negative Word-Of-Mouth", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.