Talk up or criticize? Customer responses to WOM about competitors during social interactions
(2014)
Journal Article
Ranaweera, C., & Jayawardhena, C. (2014). Talk up or criticize? Customer responses to WOM about competitors during social interactions. Journal of business research, 67(12), 2645-2656. https://doi.org/10.1016/j.jbusres.2014.04.002
Popular metrics such as the Net Promoter Score (NPS) highlights many benefits of word of mouth (WOM) to firms. Is WOM all it is claimed to be? Building on social identity theory, this research develops a conceptual model of WOM exchange in social set... Read More about Talk up or criticize? Customer responses to WOM about competitors during social interactions.