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The decay of positive and negative word of mouth after product experience

Robert East, Mark D. Uncles, Jenni Romaniuk and Chris Hand ()

Australasian marketing journal, 2014, vol. 22, issue 4, 350-355

Abstract: Three surveys, each covering two categories, were used to investigate the decay in WOM output after product experience. The categories were restaurants, fashion stores, hotels, holiday destinations, mobile phones and films. Data were gathered in the UK and Thailand, resulting in a total of 548 usable responses.

Keywords: Word of mouth; WOM; PWOM; NWOM; Decay rate; Diffusion modelling (search for similar items in EconPapers)
Date: 2014
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Handle: RePEc:eee:aumajo:v:22:y:2014:i:4:p:350-355