PT  - JOURNAL ARTICLE
AU  - Rodolfo Vázquez-Casielles
AU  - Leticia Suárez-Álvarez
AU  - Ana-Belén del Río-Lanza
TI  - The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability
AID  - 10.2501/JAR-53-1-043-060
DP  - 2013 Mar 01
TA  - Journal of Advertising Research
PG  - 43--60
VI  - 53
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/53/1/43.short
4100  - http://www.journalofadvertisingresearch.com/content/53/1/43.full
SO  - J Advert Res2013 Mar 01; 53
AB  - 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'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'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.