The DOI matches its Crossref record; 11 of the 11 references it cites were found in a registry or an index.
Communication Channels and Word of Mouth: How the Medium Shapes the Message
Abstract
Consumers share word of mouth face to face, over social media, and through a host of other communication channels. But do these channels affect what people talk about and, if so, how? Laboratory experiments, as well as analysis of almost 20,000 everyday conversations, demonstrate that communicating via oral versus written communication affects the products and brands consumers discuss. Compared to oral communication, written communication leads people to mention more interesting products and brands. Further, this effect is driven by communication asynchrony and self-enhancement concerns. Written communication gives people more time to construct and refine what to say, and self-enhancement motives lead people to use this opportunity to mention more interesting things. These findings shed light on how communication channels shape interpersonal communication and the psychological drivers of word of mouth more broadly.
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Cites
Preacher, K. J., & Hayes, A. F. (2008) · Behavior Research Methods · doi:10.3758/brm.40.3.879 · Cited by 34,117
Beyond Baron and Kenny: Statistical Mediation Analysis in the New Millennium
Hayes, A. F. (2009) · Communication Monographs · doi:10.1080/03637750903310360 · Cited by 9,757
The Effect of Word of Mouth on Sales: Online Book Reviews
Chevalier, J. A., & Mayzlin, D. (2006) · Journal of Marketing Research · doi:10.1509/jmkr.43.3.345 · Cited by 6,003
What Makes Online Content Viral?
Berger, J., & Milkman, K. L. (2012) · Journal of Marketing Research · doi:10.1509/jmr.10.0353 · Cited by 3,178 · cited 8×
“Further, most papers rely on data from only one channel (e.g., online reviews: Chevalier and Mayzlin 2006; e-mail: Berger and Milkman 2012; or face-to-face communication: Berger and Schwartz 2011; Godes and Mayzlin This content downloaded from 75.26.233.69 on Thu, 20 Feb 2014 13:50:34 PM All use…”
BackgroundResultInfluentialSelf-citationEveryone's an influencer: quantifying influence on twitter
Bakshy, E., Hofman, J. M., Mason, W. A., & Watts, D. J. (2011) · Proceedings of the fourth ACM international conference on Web search and data mining · doi:10.1145/1935826.1935845 · Cited by 1,689
Opinion Leadership and Social Contagion in New Product Diffusion
Iyengar, R., Van den Bulte, C., & Valente, T. W. (2011) · Marketing Science · doi:10.1287/mksc.1100.0566 · Cited by 996
Self-citationWalther, J. B. (2007) · Computers in Human Behavior · doi:10.1016/j.chb.2006.05.002 · Cited by 915
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
Godes, D., & Mayzlin, D. (2009) · Marketing Science · doi:10.1287/mksc.1080.0444 · Cited by 837 · cited 1×
“…of mouth and online reviews have been shown to foster the spread of information (Goldenberg, Libai, and Muller 2001), boost new customer acquisitions (Schmitt, Skiera, and Van den Bulte 2011), and increase sales in various product categories (Chevalier and Mayzlin 2006; Godes and Mayzlin 2009).”
BackgroundWhat Drives Immediate and Ongoing Word of Mouth?
Berger, J., & Schwartz, E. M. (2011) · Journal of Marketing Research · doi:10.1509/jmkr.48.5.869 · Cited by 663
Self-citationArousal Increases Social Transmission of Information
Berger, J. (2011) · Psychological Science · doi:10.1177/0956797611413294 · Cited by 600
Self-citation
Cited by
Word of mouth and interpersonal communication: A review and directions for future research
Berger, J. (2014) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2014.05.002 · Cited by 1,469
Self-citationBabić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016) · Journal of Marketing Research · doi:10.1509/jmr.14.0380 · Cited by 1,073
Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies
Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2015) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-014-0388-3 · Cited by 434
Getting more likes: the impact of narrative person and brand image on customer–brand interactions
Chang, Y., Li, Y., Yan, J., & Kumar, V. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00632-2 · Cited by 161
The science of sharing and the sharing of science
Milkman, K. L., & Berger, J. (2014) · Proceedings of the National Academy of Sciences · doi:10.1073/pnas.1317511111 · Cited by 154
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Metadata
- Authors
- Berger, J., & Iyengar, R.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2013-10-01
- Volume
- 40
- Issue
- 3
- Pages
- 567-579
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2099526465
- Cited by
- 383
- References
- 11
- FWCI
- 66.98
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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