scroll to top
0

EBSCO Auth Banner

Let's find your institution. Click here.

Advanced Search Results For "WORD of mouth advertising"

1 - 10 of 4,430 results for
 "WORD of mouth advertising"
Results per page:

Expression Modalities: How Speaking Versus Writing Shapes Word of Mouth.

Publication Type: Academic Journal

Source(s): Journal of Consumer Research. Oct2022, Vol. 49 Issue 3, p389-408. 20p. 1 Diagram, 3 Graphs.

Abstract: Consumers often communicate their attitudes and opinions with others, and such word of mouth has an important impact on what others think, buy, and do. But might the way consumers communicate their attitudes (i.e. through speaking or writing) shape the...

View details

The Power of Profanity: The Meaning and Impact of Swear Words in Word of Mouth.

Publication Type: Academic Journal

Source(s): Journal of Marketing Research (JMR). Oct2022, Vol. 59 Issue 5, p908-925. 18p. 4 Diagrams, 5 Charts.

Abstract: Swearing can violate norms and thereby offend consumers. Yet the prevalence of swear word use suggests that an offensiveness perspective may not fully capture their impact in marketing. This article adopts a linguistic perspective to develop and test a...

View details

When a Good Thing Becomes a Better Thing: The Role of Lateral Display in Upcycled Product Advertisements.

Publication Type: Academic Journal

Source(s): Journal of Advertising. Aug/Sep2022, Vol. 51 Issue 4, p502-514. 13p. 5 Color Photographs, 1 Diagram, 1 Chart.

Abstract: An upcycled product—a new product created from reused waste materials—has two identities: a past identity derived from the source materials and a present identity associated with the product's current value. This research investigates how the lateral d...

View details

Is Distance Really Dead in the Online World? The Moderating Role of Geographical Distance on the Effectiveness of Electronic Word of Mouth.

Publication Type: Academic Journal

Source(s): Journal of Marketing. Jul2022, Vol. 86 Issue 4, p118-140. 23p. 6 Charts, 1 Graph, 1 Map.

Abstract: The authors investigate how the geographical distance between online users is associated with electronic word-of-mouth (eWOM) effectiveness. Their research leverages variation in the visibility of eWOM messages on the social media platform of Twitter t...

View details

Determinants of consumers' attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints.

Publication Type: Academic Journal

Source(s): Journal of Business Research. Dec2022, Vol. 153, p445-466. 22p.

Abstract: • Informativeness, entertainment, irritation and credibility drive attitude towards touchpoints. • Effect of irritation has diminished over the last twenty years. • Effects are stronger for email advertising than for other online touchpoints. • Credibi...

View details

Effects of linguistic style on persuasiveness of word-of-mouth messages with anonymous vs. identifiable sources.

Publication Type: Academic Journal

Source(s): Marketing Letters. Dec2022, Vol. 33 Issue 4, p593-605. 13p. 1 Diagram, 3 Graphs.

Abstract: Online word-of-mouth messages can use either powerful or powerless linguistic styles and come from either anonymous or identifiable sources. Do differences in linguistic power affect the persuasiveness of such messages, and if so, how? We propose that ...

View details

Let Me Show You What I Did versus What I Have: Sharing Experiential versus Material Purchases Alters Authenticity and Liking of Social Media Users.

Publication Type: Academic Journal

Source(s): Journal of Consumer Research; Oct2022, Vol. 49 Issue 3, p430-449, 20p, 1 Diagram, 10 Charts, 1 Graph

Abstract: Copyright of Journal of Consumer Research is the property of Oxford University Press / USA and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users ...

View details

Just my luck: Narcissistic admiration and rivalry differentially predict word of mouth about promotional games.

Publication Type: Academic Journal

Source(s): Journal of Business Research. Nov2022, Vol. 150, p374-388. 15p.

Abstract: • Narcissistic admiration and rivalry both increase consumers' belief in good luck. • Admiration increases positive word of mouth when consumers lose a promotional game. • Rivalry increases negative word of mouth when consumers lose a promotional game....

View details

How Marketing Perks Influence Word of Mouth.

Publication Type: Academic Journal

Source(s): Journal of Marketing. Sep2021, Vol. 85 Issue 5, p128-144. 17p. 2 Charts, 1 Graph.

Abstract: This research illustrates how marketing perks can be leveraged to spur WOM. Specifically, this research introduces a previously overlooked yet practically relevant dimension on which perks differ: "contractuality," defined as the extent to which consum...

View details

Religious Belief, Religious Priming, and Negative Word of Mouth.

Publication Type: Academic Journal

Source(s): Journal of Marketing Research (JMR). Aug2021, Vol. 58 Issue 4, p762-781. 20p. 2 Diagrams, 7 Charts, 4 Graphs.

Abstract: This research examines the effects of religious belief and religious priming on negative word-of-mouth (NWOM) behavior. Drawing on social exchange and norm paradigms, the authors theorize and find evidence of the unique effects of religious belief and ...

View details
sponsored