Role of Product-Related Conversations in the Diffusion of a New Product

Arndt, Johan

doi:10.1177/002224376700400308

Cited by 941 publications

(607 citation statements)

References 3 publications

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“…Word‐of‐mouth communication is relevant as a significant non‐marketer‐dominated purchase influence (Arndt, ). As a result of societal changes, such as the explosion of the internet and social networks, the importance of WOM communication is higher than ever because customers can now increasingly integrate and act as co‐creators and multipliers of brand messages (Kozinets et al ., ).…”

Section: Discussionmentioning

confidence: 99%

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The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection

Piñero¹,

Delgado‐Ballester²,

Palazón

2015

J of Consumer Behaviour

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Word of mouth (WOM) is an important information source for consumers. Nowadays, many consumers promote and spread the word about their preferred brands, thereby influencing others' attitudes and behaviours. Based on a social behaviour perspective and the need to belong theory, this research proposes that the individual's need to belong and the individual's level of self-disclosure increase their probability of engaging in positive WOM behaviour. The moderating role of self-brand connection in the aforementioned relationships is also analysed. In the study conducted, users of a well-known baby food brand (n = 851) were surveyed. The results revealed that the individuals' need to belong fostered the desire to talk to others about their preferred brand. A negative moderating effect of self-brand connection was also observed. As the connection with the brand is lower, the motivation to engage in positive WOM will be more related to personal characteristics, such as their need to belong and level of self-disclosure.

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Section: Discussionmentioning

confidence: 99%

“…The assertion that word of mouth (WOM) is one of the most important, if not the most important, source of information for the consumer (Arndt, ) is not new. It is a consumer‐dominated channel of marketing communication whereby the sender is independent of the company.…”

Section: Introductionmentioning

confidence: 99%

The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection

Piñero¹,

Delgado‐Ballester²,

Palazón

2015

J of Consumer Behaviour

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“…Perceived risk is accepted by many researchers (Kahneman & Tversky, ; Schiffman & Kanuk, ; Solomon, ; Tsanakas & Desli, ) as one of the important variables in peoples' purchasing choice, especially because its importance is emphasized by Bauer (). The word‐of‐mouth (WOM), which is defined as “seeking social support for the adoption or non‐adoption and risk reduction by group action” (Arndt, ), takes top place among the coping methods of consumers with their perceived risks (Schiffman & Kanuk, ; Sheth & Parvatiyar, ), and it is known that positive WOM has an addictive effect and the negative WOM has a reducing effect on the purchase intention (Doh & Hwang, ; Xia & Bechwati, ).…”

Section: Introductionmentioning

confidence: 99%

Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective

Bulut

Karabulut

2018

J of Consumer Behaviour

114

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As electronic word-of-mouth (eWOM) has become an influential information resource for digital consumers who purchase products, understanding how the 2 ways of eWOM influence consumers' online repurchase intention (ORPI) becomes very pivotal. Despite its importance, there is no study in the literature that examined receiving and participating aspects of eWOM in an integrated perspective. The purpose of this

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“…Word‐of‐mouth (WOM) occurs when consumers share information informally with one another about products, brands, or services (Arndt, ; Godes et al, ; Granovetter, ; Katz & Lazarsfeld, ; Westbrook, ). This non‐commercial source of information has a greater impact on consumers than firm‐generated information (e.g., Bickart & Schindler, ; Bruce, Foutz, & Kolsarici, ; Buttle, ; Day, ; Engel, Kegerreis, & Blackwell, ): it alters consumers’ attitudes, intentions, and choices (e.g., Arndt, ; Herr, Kardes, & Kim, ; Sheth, ), and therefore affects firms’ sales (e.g., Babić Rosario, Sotgiu, De Valck, & Bijmolt, ; Floyd, Freling, Alhoqail, Cho, & Freling, ; You, Vadakkepatt, & Joshi, ).…”

Section: Introductionmentioning

confidence: 99%

How online word‐of‐mouth impacts receivers

Moore

Lafreniere

2019

Consumer Psychology Review

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Online word‐of‐mouth (WOM) can impact consumers’ product evaluations, purchase intentions, and choices—but when does it do so? How do those receiving WOM know whether to rely on a particular message? This article suggests that the multiple players involved in online WOM (receivers, senders, sellers, platforms, and other consumers) each have their own interests, which are often in conflict. Thus, receivers of WOM are faced with a judgment task in deciding what information to rely on: They must make inferences about the product in question and about the players who provide or present WOM. To do so, they use signals embedded in various components of WOM, such as average star ratings, message content, or sender characteristics. The product and player information provided by these signals shapes the impact of WOM by allowing receivers to make inferences about (a) their likelihood of product satisfaction, and (b) the trustworthiness of WOM players, and therefore the trustworthiness of their content. This article summarizes how each player changes the impact of online WOM, providing a lens for understanding the current literature in online WOM, offering insights for theory in this context, and opening up pathways for future research.

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Role of Product-Related Conversations in the Diffusion of a New Product

Abstract: This article reports an experiment designed to investigate the short-term sales effects of product-related conversations. The results show that exposure to favorable comments aids acceptance of a new product, while unfavorable comments hinder it.

Cited by 941 publications

References 3 publications

The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection

The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection

Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective

How online word‐of‐mouth impacts receivers

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