Making word-of-mouth impactful: why consumers react more to WOM about experiential than material purchases

Wilson Bastos*, Sarah G. Moore

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares

28 Citações (Scopus)
17 Transferências (Pure)

Resumo

This paper documents evidence from five studies showing that WOM about experiential versus material purchases is superior in evoking reactions from WOM receivers that are valuable for firms (e.g., purchase intention). We find that this difference emerges from receivers’ perception that WOM about an experience (vs. material object) is more substantive (i.e., involving, meaningful). Further, we test two potential antecedents of substantive WOM: receivers’ and senders’ identification with the purchase. Mediation- and moderation-based evidence indicates that receiver-, but not sender-, identification drives substantiveness. Theoretical and practical implications are discussed.
Idioma originalEnglish
Páginas (de-até)110-123
Número de páginas14
RevistaJournal of Business Research
Volume130
DOIs
Estado da publicaçãoPublicado - jun. 2021

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