Yang, Joonhyuk; Kim, Wonjoon; Amblee, Naveen; Jeong, … - In: European Journal of Marketing 46 (2012) 11/12, pp. 1523-1538
Purpose – Previous literature on WOM has consistent findings on the positive and significant effect of WOM volume on product sales, but the literature on WOM valence has been mixed. In this study, the authors aim to explain the reason for the mixed effect of WOM valence on product sales by...