The Mindset to Share: An Exploration of WOM in Digital Media
Yi He, Associate Professor of Marketing
Word-of-mouth (WOM) marketing has recently attracted a great deal of attention from marketers, especially due to the emergence of social media. Three field experiments demonstrate the effects of consumer mindset (i.e., competition vs. collaboration) on narrowcasting and broadcasting intentions and actual behaviors. The results show that a collaborative mindset promotes narrowcasting, whereas a competitive mindset encourages broadcasting. Further, self-affirmation moderates the relationship between consumer mindset and broadcasting. Our findings provide important insights into investment prioritization and resource allocation, when managing WOM campaigns.
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Presentation recorded on October 11th, 2018 at California State University East Bay.
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