Word-of-Mouth as Self-Enhancement
By Andrea C. Wojnicki, David Godes. 2008
167 citations recorded by the source corpus.
Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction
View Paper: https://www.semanticscholar.org/paper/5851bdde059558f730b855b7d5ee3fc652957f38
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Jonah A. Berger
- Alixandra Barasch
- Grant Packard
- Eric Gilbert
- Dan Ariely
- Daniel Mochon
- Zhenhui (Jack) Jiang
In Sociology and Political Science
- Jonah A. Berger
- Alixandra Barasch
- Grant Packard
- Eric Gilbert
- Dan Ariely
- Daniel Mochon
- Francesca Gino
- Andrew T. Stephen
In Human-Computer Interaction
Citations in the corpus
- What Makes Online Content Viral? (2012, unknown): “We hypothesize that more positive content will be more viral. most Consumers often share content for self-presentation purposes (Wojnicki and Godes 2008) or to communicate identity, and consequently, positive content may be shared more because it reflects positively on the sender.”
- Faces engage us: photos with faces attract more likes and comments on Instagram (2014, background): “For example, users may share useful content to appear knowledgeable or simply to help out [50].”
- How Language Shapes Word of Mouth's Impact (2017, background): “Similarly, researchers often describe any positive word of mouth as a “recommendation,” regardless of whether consumers actually use that word (e.g., Berger 2014; Cheema and Kaikati 2010; Naylor, Lamberton, and West 2012; Wojnicki and Godes 2011).”
- Broadcasting and Narrowcasting: How Audience Size Affects What People Share (2014, background): “…deeply into why people share (Berger and Schwartz 2011; Cheema and Kaikati 2010; Chen and Berger 2013; Moldovan, Goldenberg, and Chattopadhyay 2011; Wojnicki and Godes 2011; for a review, see Berger 2013), but researchers are just beginning to address how the audience shapes what people talk about.”
- What Are Likes Worth? A Facebook Page Field Experiment (2017, background): “Customers can generate word of mouth by interacting with each other and the firm on the firm’s Facebook page, as well as by commenting, liking, and sharing brand-related content (Berger and Schwartz 2011; Hennig-Thurau et al. 2004; Wojnicki and Godes 2008).”