Psychology of word of mouth marketing

被引：31

作者：

Chen, Zoey ^{[1
]}

Yuan, May ^{[1
]}

机构：

[1] Univ Miami, Miami Business Sch, 5250 Univ Dr, Coral Gables, FL 33124 USA

来源：

CURRENT OPINION IN PSYCHOLOGY | 2020年 / 31卷

关键词：

NEGATIVITY BIAS; ONLINE REVIEWS; MEDIA; PERSUASIVENESS; HELPFULNESS; STRANGERS; DYNAMICS; IMPACT; SALES;

D O I：

10.1016/j.copsyc.2019.06.026

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

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 at., 2014, Stephen, 2016, Whitler, 2014] [6-8].

引用

页码：7 / 10

页数：4

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