All Outputs (2)

Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth (2024)
Journal Article
Dao, H. M., Bhoumik, K., & Igarashi, R. (in press). Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth. Journal of Interactive Marketing, https://doi.org/10.1177/10949968241227923

Consumers often purchase new products based on online reviews and recommendations from both friends and strangers. Previous studies have extensively explored the effects of word of mouth (WOM) on the prepurchase stage, but little is known about wheth... Read More about Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth.

Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being (2022)
Journal Article
Adeniji, J., & Igarashi, R. (2022). Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being. Journal of International Marketing, 30(3), 83-89. https://doi.org/10.1177/1069031x221103847

Multinational enterprises’ increased dependence on work-enabling technologies to manage global operations may contribute to foreign subsidiary employees’ techno-stress (i.e., stress from interacting with technology). However, techno-stress may have e... Read More about Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being.