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

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.


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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 670-671.


Lisa Abendroth, University of St. Thomas, USA


NA - Advances in Consumer Research Volume 40 | 2012

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