The Differential Influence of Advice and Opinions on Word-of-Mouth Recipients’ Behavior

Abstract
When engaging in word-of-mouth (WOM) communications, consumers generally share either opinions, whereby they merely communicate whether they like or dislike a product (e.g., “I like the product I just bought”), or advice, whereby they offer explicit recommendations as to how others should behave (e.g., “buy or do not buy this product”). Past research has not examined whether and when advice and opinions exert similar or differential influence...
Paper Details
Title
The Differential Influence of Advice and Opinions on Word-of-Mouth Recipients’ Behavior
Published Date
Jan 1, 2016
Pages
79 - 84
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