TY - JOUR T1 - The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability JF - Journal of Advertising Research JO - J Advert Res SP - 43 LP - 60 DO - 10.2501/JAR-53-1-043-060 VL - 53 IS - 1 AU - Rodolfo Vázquez-Casielles AU - Leticia Suárez-Álvarez AU - Ana-Belén del Río-Lanza Y1 - 2013/03/01 UR - http://www.journalofadvertisingresearch.com/content/53/1/43.abstract N2 - 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. ER -