What is the impact of Word-of-Mouth (WOM) on brand purchase probability ?
Robert East, Kathy Hammond and Wendy Lomax, (2008), Measuring the impact of positive and negative word of mouth on brand purchase probability International Journal of Research in Marketing, 25, 215–224
The authors use two methods, three measures of impact, based on 15 product and service categories to evaluate this impact.
"Word of mouth (WOM) is informal advice passed between consumers. It is usually interactive, swift, and lacking in commercial bias".
1 - The effect of Positive WOM is generally greater than Negative WOM.
|source : East, Hammond and Lomax, (2008), International Journal of Research in Marketing, 25, 215–224|
|source : East, Hammond and Lomax, (2008), International Journal of Research in Marketing, 25, 215–2|
NWOM = negative Word-of-mouth (reversed signs) ; PWOM = positive Word-of-Mouth
What are the main sources of information when choosing brands ?
|Source : Robert East, Kathy Hammond, Wendy Lomax and Helen Robinson (2005), What is the Effect of a Recommendation? The Marketing Review, 5, 145-157|