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.
File in questo prodotto:
| File | Dimensione | Formato | |
|---|---|---|---|
|
De Angelis et al. 2015 ACR.pdf
Open Access
Tipologia:
Versione dell'editore
Licenza:
DRM (Digital rights management) non definiti
Dimensione
439.67 kB
Formato
Adobe PDF
|
439.67 kB | Adobe PDF | Visualizza/Apri |
Pubblicazioni consigliate
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
