The heterogeneous effect of WOM on product sales: why the effect of WOM valence is mixed?

Author： Yang Joonhyuk   Kim Wonjoon   Amblee Naveen   Jeong Jaeseung  

Publisher： Emerald Group Publishing Ltd

ISSN： 0309-0566

Source： European Journal of Marketing, Vol.46, Iss.11-12, 2012-11, pp. : 1523-1538

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

How WOM marketing contributes to new product adoption: Testing competitive communication strategies

By López Manuela   Sicilia María  

European Journal of Marketing, Vol. 47, Iss. 7, 2013-07 ,pp. : 1089-1114

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Organic and amplified eWOM in consumer fashion blogs

By Kulmala Marianne   Mesiranta Nina   Tuominen Pekka  

Journal of Fashion Marketing and Management, Vol. 17, Iss. 1, 2013-02 ,pp. : 20-37

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Cross-national differences in e-WOM influence

By Christodoulides George   Michaelidou Nina   Argyriou Evmorfia  

European Journal of Marketing, Vol. 46, Iss. 11-12, 2012-11 ,pp. : 1689-1707

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

The effects of visual information in eWOM communication

By Lin Tom M.Y   Lu Kuan-Yi   Wu Jia-Jhou  

Journal of Research in Interactive Marketing, Vol. 6, Iss. 1, 2012-03 ,pp. : 7-26

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Making your online voice loud: the critical role of WOM information

By Huang Minxue   Cai Fengyan   Tsang Alex S.L.   Zhou Nan  

European Journal of Marketing, Vol. 45, Iss. 7-8, 2011-07 ,pp. : 1277-1297

Emerald Group Publishing Ltd

Access to resources Recommend Favorite