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.