The heterogeneous effect of WOM on product sales: Why the effect of WOM valence is mixed?

European Journal of Marketing

Volumn 46, Issue 11, 2012, Pages 1523-1538

  Yang, Joonhyuk ^a   Kim, Wonjoon ^a   Amblee, Naveen ^a   Jeong, Jaeseung ^a  

^a Korea Advanced Institute of Science and Technology (KAIST)   (South Korea)

Author keywords

Consumer behaviour; Entertainment; Motion picture industry; Movie industry; Promotional methods; Sales promotion; Word of mouth; Word of mouth valence

Indexed keywords

EID: 84869026705     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561211259961     Document Type: Article

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