The choice of content by information providers in word of mouth communications

Publisher:
Jordan Whitney Enterprises, Inc
Publication Type:
Journal Article
Citation:
Academy of Marketing Studies Journal, 2012, 16 (Special issue), pp. 19 - 34
Issue Date:
2012-01
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Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive understanding of the flow of market information through interpersonal networks is therefore of unique theoretical and practical importance. Present Word-of-Mouth research is receiver centric, largely ignoring the role of the information provider as a gatekeeper to information dissemination. The objective of this research is to develop a more comprehensive understanding of Word-of-Mouth by modelling the decision making behaviour of information providers. Adopting the network theory general assumption of altruistic exchange motivation, this research uses a choice modelling
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