D6. How to Boast Appropriately When Word of Mouth Flows Internationally?

The current research explores the interaction effect between "Prophase Word-of-Mouth" and "Boastful Communication Strategy" on consumers' purchase intention. Through two experiments we found when PWOM valence is high, managers should use a high-level "Boastful Communication Strategy", when PWOM valence is low, managers should use a low-level boasting strategy.



Citation:

Xingyu Wang, Yaping Chang, and Jun Yan (2018) ,"D6. How to Boast Appropriately When Word of Mouth Flows Internationally?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 932-932.

Authors

Xingyu Wang, Huazhong University of Science and Technology, China
Yaping Chang, Huazhong University of Science and Technology, China
Jun Yan, Huazhong University of Science and Technology, China



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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