The Differences Between Positive And Negative Word-Of-Mouth – Emotion As A Differentiator ?

Abstract

Organisations are continually seeking new ways to achieve competitive advantage and wordof-mouth (WOM) represents such an opportunity. However, little research has addressed differences in the content and style of positive and negative WOM. This study explores this issue through a series of six focus groups and 103 critical incidents surveys with 54… (More)

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