Abstract
The Antecedents of Online Word-Of-Mouth Jie Feng, Jing Yang Abstract This study makes use of online word of mouth (WOM) data for automobiles to examine the antecedents of online WOM, the multiple factors that either stimulate positive or create negative online WOM, the dynamic pattern of online WOM activities, and the unique, untested influence of TPO endorsements or reviews’ on both volume and valence of online WOM. The study contributes to the growing online WOM literature, automobile industry and potentially buzzes marketing management for durable goods, such as computers, digital camera or other consumer electronics. Full Text: PDF DOI: 10.15640/jmm.v3n1a1
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