Motivations For and Valence of Recycled Word-Of-Mouth
Secondhand word-of-mouth (SWOM) is word-of-mouth (WOM) transmitted by individuals who have neither owned nor experienced the products and services discussed. It is ubiquitous and influential. Yet, research on SWOM is almost non-existent. We conducted an exploratory study to examine the nature of SWOM. Our findings reveal that SWOM is, by nature, different from firsthand WOM. First, SWOM contained predominantly neutral and positive details. Second, individuals transmit SWOM more for social motives than for self-oriented reasons. Finally, SWOM receivers tended to show intention to further pass on informative SWOM. Collectively, these results provide clues for organizations to manage SWOM to their advantage.
M.Y. Cindy Chung and Pamsy P. Hui (2011) ,"Motivations For and Valence of Recycled Word-Of-Mouth", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 172-173.
M.Y. Cindy Chung, Frankfurt University, Germany
Pamsy P. Hui, Chinese University of Hong Kong, Hong Kong, China
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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