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Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators

โœ Scribed by Celso Augusto de Matos; Carlos Alberto Vargas Rossi

Book ID
107496829
Publisher
Sage Publications
Year
2008
Tongue
English
Weight
341 KB
Volume
36
Category
Article
ISSN
0092-0703

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In word-of-mouth marketing, marketers often provide financial rewards for referrals. These rewards introduce a financial motive into an interaction among friends or acquaintances, which may harm the perceived sincerity of the referring customer. We show that this negative effect can be mitigated by