v. Wangenheim, Florian; Bayón, Tomás - In: European Journal of Marketing 38 (2004) 9/10, pp. 1173-1185
The effects of word of mouth (WOM) on the receiver's attitudes and intentions have been studied at length, but the question under which conditions WOM leads to a behavioural outcome (such as a purchase or switching decision) has received less attention. This paper studies the effects of WOM in...