Investigating how Word-of-Mouth Conversations about Brands Influence Purchase and Retransmission Intentions

  title={Investigating how Word-of-Mouth Conversations about Brands Influence Purchase and Retransmission Intentions},
  author={Andrew Baker and Naveen Donthu and V. Kumar},
  journal={Journal of Marketing Research},
  pages={225 - 239}
This study investigates how the valence, channel, and social tie strength of a word-of-mouth (WOM) conversation about a brand relate to the purchase intentions and WOM retransmission intentions of WOM recipients. The analysis uses a nationally representative sample of 186,775 individual conversations about 804 different brands. The authors find insights linking WOM valence, WOM channel, and social tie strength that could not be revealed if the WOM conversations were analyzed in an aggregated… 

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