Mobile word of mouth (m-WOM): analysing its negative impact on webrooming in omnichannel retailing

Purpose The purpose of this research is to analyse the influence of mobile word of mouth (m-WOM), received at the physical store, which “challenges” the consumer's preferences in a webrooming experience. The impacts of the social relationship between the sender and the receiver of the m-WOM and product category (electronics versus fashion accessories) are examined. Design/methodology/approach An online experiment was carried out which...