Publication Type
Working Paper
Version
publishedVersion
Publication Date
8-2005
Abstract
In two experiments we examine word-of-mouth (WOM) in multiple opinion settings. In Study 1, we find that (generally) the presence of congruent other opinions tended to increase the likelihood and strength of WOM compared to a situation when there was no other opinion. In addition, incongruent other opinions also have a tendency to increase WOM likelihood, but reduced strength compared to when no other opinions were present. Further, we find that consumerÆs level of satisfaction and strength of social tie to the recipient moderated the effect of opinion congruence. In Study 2, we generally replicate the results in Study 1 in a different context and also examine the impact of consumer-brand relationship quality (BRQ). We find that participants with low BRQ increased WOM likelihood and reduced WOM strength, whereas those with high BRQ were less susceptible to other opinions. Theoretical and managerial implications of the studyÆs findings are discussed.
Discipline
Marketing
Research Areas
Marketing
First Page
403
Last Page
415
Citation
RYU, Gangseog; Feick, Lawrence; and Han, Jin K..
Word-of Mouth Transmission in Settings with Multiple Opinions: The Impact of Other Opinions on Wom Intention and Strength. (2005). 403-415.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2904
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.