How Language Shapes Word of Mouth's Impact

Word of mouth affects consumer behavior, but how does the language used in word of mouth shape that impact? Might certain types of consumers be more likely to use certain types of language, affecting whose words have more influence? Five studies, including textual analysis of more than 1,000 online...

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Bibliographic Details

Published in:	Journal of marketing research Vol. 54; no. 4; pp. 572 - 588
Main Authors:	PACKARD, GRANT, BERGER, JONAH
Format:	Journal Article
Language:	English
Published:	Los Angeles, CA American Marketing Association 01-08-2017 SAGE Publications SAGE PUBLICATIONS, INC
Subjects:	Consumer behavior Consumers Endorsements Knowledge Language Studies Word of mouth advertising persuasion consumer knowledge language word of mouth social perception
Online Access:	Get full text
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