Psychology of word of mouth marketing

Zoey Chen, May Yuan

Research output: Contribution to journalReview article

Abstract

Given the importance of online word of mouth (WOM), there has been an increasing need to understand the psychological mechanisms that underlie WOM transmission (i.e. sharing of opinions) and reception (i.e. processing of received messages). The goal of the current paper is to review some of the most recent research in online WOM (focusing on the past two to four years) as well as make suggestions regarding future research. [For earlier syntheses on WOM senders and social media marketing, see King et al., 2014, Stephen, 2016, Whitler, 2014] [6–8].

Original languageEnglish (US)
Pages (from-to)7-10
Number of pages4
JournalCurrent Opinion in Psychology
Volume31
DOIs
StatePublished - Feb 1 2020
Externally publishedYes

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Psychology of word of mouth marketing. / Chen, Zoey; Yuan, May.

In: Current Opinion in Psychology, Vol. 31, 01.02.2020, p. 7-10.

Research output: Contribution to journalReview article

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