We focus on how audience expertise shapes WOM valence, showing that individuals are more likely to share negative WOM with expert audiences but positive WOM with less expert audiences. We find that the interaction between audience expertise and WOM valence is explained by consumer’s desire to appear competent.
The Effect of Audience Expertise and Information Valence and WOM Transmission / DE ANGELIS, Matteo; Berger, Jonah; Ofir, Chezy. - 43:(2015), pp. 451-452.
The Effect of Audience Expertise and Information Valence and WOM Transmission
DE ANGELIS, MATTEO;
2015
Abstract
We focus on how audience expertise shapes WOM valence, showing that individuals are more likely to share negative WOM with expert audiences but positive WOM with less expert audiences. We find that the interaction between audience expertise and WOM valence is explained by consumer’s desire to appear competent.
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