PT - JOURNAL ARTICLE AU - Vázquez-Casielles, Rodolfo AU - Suárez-Álvarez, Leticia AU - del Río-Lanza, Ana-Belén 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.