Abstract
The purpose of this research was to examine the strategies adopted by the word of mouth (WOM) dyad in seeker-initiated context. To examine this process, in-depth interviews were conducted with 14 dyads. The result indicated that the WOM sender has two special motivations, risk aversion and egotism, found only in seeker-initiated WOM context. Since spreading WOM is sometimes a risk taking behavior, the sender uses different strategies in response to the seeker’s request. A preliminary model of this adaptive WOM communication was presented. The results can help us clarify the interaction between WOM dyad; moreover, it provides another perspective to look at this complicated and multifaceted behavior.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
