Journal article icon

Journal article

How word-of-mouth transmission encouragement affects consumers' transmission decisions, receiver selection, and diffusion speed

Abstract:

This research considers how marketers can encourage or “nudge” consumers to transmit word of mouth (WOM), such as referrals or recommendations to friends, in a manner that helps reach, inform, or influence large numbers of consumers quickly, which is an outcome referred to as faster diffusion. Building on studies showing diffusion is faster when higher-connectivity people are involved; the authors propose a mechanism based on network externalities that encourages regular customers to select r...

Expand abstract
Publication status:
Published
Peer review status:
Peer reviewed
Version:
Accepted Manuscript

Actions


Access Document


Files:
Publisher copy:
10.1016/j.ijresmar.2016.08.003

Authors


More by this author
Department:
Worcester College
Lehmann, DR More by this author
Katz Fellowship, University of Pittsburgh More from this funder
L’Oréal Chair Fund More from this funder
Publisher:
Elsevier Publisher's website
Journal:
International Journal of Research in Marketing Journal website
Volume:
33
Issue:
4
Pages:
755-766
Publication date:
2016-08-24
Acceptance date:
2016-08-03
DOI:
ISSN:
0167-8116
Pubs id:
pubs:640161
URN:
uri:d24606f1-c37f-4715-98b3-51e8cb836264
UUID:
d24606f1-c37f-4715-98b3-51e8cb836264
Local pid:
pubs:640161

Terms of use


Metrics



If you are the owner of this record, you can report an update to it here: Report update to this record

TO TOP