@article {V{\'a}zquez-Casielles43, author = {Rodolfo V{\'a}zquez-Casielles and Leticia Su{\'a}rez-{\'A}lvarez and Ana-Bel{\'e}n del R{\'\i}o-Lanza}, title = {The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability}, volume = {53}, number = {1}, pages = {43--60}, year = {2013}, doi = {10.2501/JAR-53-1-043-060}, publisher = {Journal of Advertising Research}, abstract = {This study has two main objectives: (a) to examine the relative impacts of positive and negative word of mouth (PWOM and NWOM) on the shift in the receiver{\textquoteright}s brand purchase probability; and (b) to analyze the effect, direct or indirect, of a number of interpersonal and non-interpersonal factors on the relation between PWOM or NWOM and the shift in the receiver{\textquoteright}s purchase probability. The data were collected from a sample of 1,035 consumers in four product/service categories. The results suggest that firms should develop a proactive management of WOM communications that takes into account aspects of both the sender and receiver.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/53/1/43}, eprint = {https://www.journalofadvertisingresearch.com/content/53/1/43.full.pdf}, journal = {Journal of Advertising Research} }