The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability An Analysis of Interpersonal and Non-Interpersonal Factors

This study has two main objectives: (a) to examine the relative impacts of positive and negative word of mouth (PWOM and NWOM) on the shift in the receiver's brand purchase probability; and (b) to analyze the effect, direct or indirect, of a number of interpersonal and non-interpersonal factors on the relation between PWOM or NWOM and the shift in the receiver's purchase probability. The data were collected from a sample of 1,035 consumers in four product/service categories. The results suggest that firms should develop a proactive management of WOM communications that takes into account aspects of both the sender and receiver.