Communication Channels and Word of Mouth: How the Medium Shapes the Message

By Jonah A. Berger, Raghuram Iyengar. 2013

355 citations recorded by the source corpus.

Subfields: Sociology and Political Science, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/32cc6b293480ae5979ff3c8510e653ab3e534b98

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Sociology and Political Science

In Human-Computer Interaction

Citations in the corpus

Broadcasting and Narrowcasting: How Audience Size Affects What People Share (2014, background): “The written (Berger and Iyengar 2013; Walther 2007) and public (Ratner and Kahn 2002) nature of such communication should increase self-presentational concerns, but our research identifies a third factor.”
Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies (2014, neutral): “Despite significant recent growth in the number and heterogeneity of WOM channels, we do not know enough about the way in which the characteristics of each conversation channel shape how, when, and what type of WOM is used and how it influences consumer decision making (Berger 2012; Berger and Iyeng”
EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image (2017, background): “Communication between the consumers influences their buying behavior and can change their purchase intention (Berger & Iyengar, 2013). eWOM is changing the behavior and decisions of people with the growth of internet and e-commerce, people now use others people suggestions and opinions while making…”
Selectively Emotional: How Smartphone Use Changes User-Generated Content (2019, neutral): “Berger and Iyengar (2013) examine how the medium through which WOM is transmitted—in their case, oral versus written WOM—influences the type of content shared.”
Investigating how Word-of-Mouth Conversations about Brands Influence Purchase and Retransmission Intentions (2016, methodology): “Berger and Iyengar (2013) also use this categorization scheme.”
What you Feel, Is what you like Influence of Message Appeals on Customer Engagement on Instagram (2020, background): “Berger and Iyengar (2013) and Baker, Donthu, and Kumar (2016) demonstrate that the communication modality itself (oral vs. textual) affects the content shared and the impact on the receiver.”
Word of mouth and interpersonal communication: A review and directions for future research (2014, background): “Interesting products (e.g., night vision goggles) get more immediate (Berger & Schwartz, 2011) and online (Berger & Iyengar, 2013) word of mouth than mundane products (e.g., toothpaste) and more interesting or surprising New York Times articles are more likely to make the paper's Most Emailed List…”
When Giving Money Does Not Work: The Differential Effects of Monetary Versus In-Kind Rewards in Referral Reward Programs (2014, neutral): “Recent work has examined how controversy affects conversation (Chen and Berger 2013) and how the channels through which consumers communicate affect what they talk about (Berger and Iyengar 2013).”
I’m Proud of It: Consumer Technology Appropriation and Psychological Ownership (2015, neutral): “Person-toperson conversation has long been recognized to have a powerful impact on the diffusion of innovations (Rogers, 1962) and its impact on consumer decisions has been strengthened through the emergence of social media (Berger and Iyengar, 2013).”