Marketing Messaging
Look Who’s Talking: Linguistic Signaling In C2C And B2C Communication
Consumers and firms communicate their intentions through a variety of language uses. Instances of such language uses may be pronoun use (‘I/we will consider your complaint’), negation (‘It Read More »
How Audience Factors Influence Word-of-Mouth
How does the audience shape word of mouth? What audience characteristics influence what and how people communicate? Most research on word-of-mouth has focused on its consequences, or how it Read More »
Wii Will Rock You! The Role Of Figurative Language In Word Of Mouth
Research in advertising has studied the persuasive effect of figurative language. Figurative language is the use of words and expressions to convey an additional connotation beyond that of their Read More »
A Negation Bias In Word Of Mouth: How Negations Reveal And Maintain Expectancies About Brands And
Consumers like to talk about their product experiences with others. This word of mouth (WOM) can have a strong impact on product evaluations and sales (e.g., Chevalier & Mayzlin 2006), both Read More »
Author: Peeter W.J. Verlegh, Camiel Beukeboom, Christian Burger
Contributor: eb™ Research Team
Word-of-Mouth And Interpersonal Communication: An Organizing Framework And Directions For Future
There is currently huge popular interest in word-of-mouth and social media more broadly (e.g., Facebook and Twitter). But while quantitative research has demonstrated the causal impact of Read More »
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