Word of mouth and interpersonal communication: A review and directions for future research

Berger, Jonah

doi:10.1016/j.jcps.2014.05.002

Cited by 1,469Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior and Marketing Influence

Word of mouth and interpersonal communication: A review and directions for future research

Berger, Jonah·2014·Journal of Consumer Psychology

DOI 10.1016/j.jcps.2014.05.002

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Abstract

People often share opinions and information with their social ties, and word of mouth has an important impact on consumer behavior. But what drives interpersonal communication and why do people talk about certain things rather than others? This article argues that word of mouth is goal driven and serves five key functions (i.e., impression management, emotion regulation, information acquisition, social bonding, and persuasion). Importantly, I suggest these motivations are predominantly self‐ (rather than other) serving and drive what people talk about even without their awareness. Further, these drivers make predictions about the types of news and information people are most likely to discuss. This article reviews the five proposed functions and well as how contextual factors (i.e., audience and communication channel) may moderate which functions play a larger role. Taken together, the paper provides insight into the psychological factors that shape word of mouth and outlines additional questions that deserve further study.

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“We focus on the public form, in which people use strategies to self-enhance, such as displaying abilities or sharing insights about interesting offerings (Berger 2014).”
From Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services (2019) · cites this paper as Berger 2014

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A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
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The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors
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Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement
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Uniting the Tribes: Using Text for Marketing Insight
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Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
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“This post is sponsored”: effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook
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Journal of the Academy of Marketing Science
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Influencer Marketing Effectiveness
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Attitudes and Attitude Change
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Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation
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Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies
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How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective
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The Metaverse: A new digital frontier for consumer behavior
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What you Feel, Is what you like Influence of Message Appeals on Customer Engagement on Instagram
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Presidential Address: Social Transmission Bias in Economics and Finance
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Examining drivers of sustainable consumption: The influence of norms and opinion leadership on electric vehicle adoption in Sweden
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Behavioral Effects of Framing on Social Media Users: How Conflict, Economic, Human Interest, and Morality Frames Drive News Sharing
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Author's personal copy Research Review Word of mouth and interpersonal communication: A review and directions for future research
Berger, J. A. (2014)
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Self-citation

Authors: Berger, J.
Affiliations: University of Pennsylvania (US)
Corresponding author: Berger, Jonah
ORCID: Berger, Jonah
Venue: Journal of Consumer Psychology
Publisher: Wiley
Published: 2014-05-19
Volume: 24
Issue: 4
Pages: 586-607
ISSN: 1057-7408 (ISSN-L)
1532-7663
DOI: 10.1016/j.jcps.2014.05.002
OpenAlex: W2044636434
Cited by: 1,469
References: 207
Citations by year: 2026: 98 · 2025: 139 · 2024: 150 · 2023: 151 · 2022: 162 · 2021: 169 · 2020: 148 · 2019: 137 · 2018: 123 · 2017: 101 · 2016: 60 · 2015: 26 · 2014: 3 · 2013: 2
FWCI: 205.46
Type: journal article
Language: en
Open access: closed
Licence: onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations: Journal of Consumer Psychology (publishedVersion)
Topics: Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords: word of mouth, interpersonal communication, consumer behavior, impression management, emotion regulation, information acquisition, social bonding, persuasion, self-serving motivation, audience effects, communication channels, news sharing

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Word of mouth and interpersonal communication: A review and directions for future research

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