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
J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship
Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Doing Good by Buying from a Peer: When and Why Consumers Prefer Peer Economy Purchases
John P. Costello, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough