The consumer as advocate: Self-relevance, culture, and word-of-mouth

By C. Chung, Peter R. Darke. 2006

252 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5800725d0d4af59c748bfe945ae1a04c58fa7b0e

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

In Marketing

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust (2016, unknown): “According to the social constructivist theory, people can develop and improve their skills and creativity through solving workrelated problems in collaboration with capable peers (Jonassen, Howland, Moore, & Marra, 2003). In other words, one of the important and effective methods for professional de”
Selectively Emotional: How Smartphone Use Changes User-Generated Content (2019, unknown): “…prevalence of positive WOM, one explanation proposed by Berger (2014) is that consumers seek opportunities to self-enhance by demonstrating the quality of their choices to others, which predisposes them to share more positive content (e.g., Chung and Darke 2006; Sundaram, Mitra, and Webster 1998).”
Viral marketing: Motivations to forward online content (2010, methodology): “For example, a recent study by Chung and Darke (2006) found that individuals were more likely to engage in WOM for products closely aligned to one's selfimage— that is, products that tell others aboutwhoyouare. This is not the only study to suggest that impression management goals are important driv”
Word of mouth and interpersonal communication: A review and directions for future research (2014, background): “Consistent with this suggestion, people share more word of mouth for symbolic products than utilitarian ones (Chung & Darke, 2006).”
‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love (2019, background): “Active engagement can also be distinguished from WOM in that engagement may capture a wide range of product categories (Bergkvist & Bech-Larsen, 2010), while WOM is primarily prevalent in the case of self-relevant products (Chung & Darke, 2006).”
Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement (2019, background): “People want to shape how others perceive them through what they say and share online (Chung and Darke 2006); they are also more likely to share useful information to appear smart and helpful (Berger and Milkman 2012).”