Word of Mouth Vs. Word of Mouse: the Effect of Communication Channel on Subsequent Reactions to the Brand
Consumers are more likely to invoke the self when discussing a brand orally as compared to writing about it. Consequently, they feel more connected to the brand in the former case. Four studies investigated this effect, its marketing implications and relevant boundary conditions.
Hao Shen and Jaideep Sengupta (2016) ,"Word of Mouth Vs. Word of Mouse: the Effect of Communication Channel on Subsequent Reactions to the Brand", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 623-624.
Hao Shen, Chinese University of Hong Kong, China
Jaideep Sengupta, Hong Kong University of Science and Technology
NA - Advances in Consumer Research Volume 44 | 2016
Ineffective Altruism: Giving Less When Donations Do More
Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA
Parallel practices of visual domination and subversion
Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia
Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing
Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand