What Drives Immediate and Ongoing Word of Mouth?

By Jonah A. Berger, Eric M. Schwartz. 2011

674 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/fc0bc30f98ad9c5f61b95a91cfe1b268de27655a

How researchers see this paper

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

Why do people use and recommend m-wallets? (2020, positive): “Support for H8 was in line with prevailing research findings on the topic (e.g., Lovett et al., 2013; Berger and Schwartz, 2011).”
Sharing with Friends versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence (2016, background): “Our reasoning is based on prior evidence that suggests that products framed as wellestablished offer limited grounds to self-enhance because they are likely to make the communicator seem boring and uninteresting (Berger and Schwartz 2011).”
Satisfaction and revisit intentions at fast food restaurants (2020, background): “3 billion of brand impressions per day [44].”
On Brands and Word of Mouth (2013, background): “This result is consistent with Berger and Schwartz (2011) and generalizes their finding to a larger set of brands and categories as well as for both on- and offline channels.”
Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth (2015, background): “…the shift toward e-commerce is undeniable and although both WOM and sWOM have received considerable attention by researchers and theorists of late (Berger & Schwartz, 2011; Gershoff, Mukherjee, & Mukhopadhyay, 2003; Schlosser, 2011; Trusov, Bucklin, & Pauwels, 2009), we still have a limited…”
Online Product Opinions: Incidence, Evaluation, and Evolution (2012, background): “This model component allows for differences in posting propensity across product categories related to the level of interest, as some types of products may generate more discussion than others (Berger and Schwartz 2011).”
Broadcasting and Narrowcasting: How Audience Size Affects What People Share (2014, background): “…may be more likely to talk about novel, unique, or surprising products (Berger and Milkman 2012; Moldovan, Goldenberg, and Chattopadhyay 2011) because doing so reflects well on the person sharing the information, making him or her seem more interesting and “in the know” (Berger and Schwartz 2011).”
On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission (2012, background): “An important aspect of a person’s self-enhancement involves managing his or her representation of the self in social interactions to create good impressions and gain posi- tive recognition from others (Berger and Schwartz 2011).”
eWOM as Source of Influence: The Impact of Participation in eWOM and Perceived Source Trustworthiness on Decision Making (2014, background): “Extant research has investigated the antecedents of opinionseeking and opinion-giving behaviors (Berger and Schwartz 2011; Hennig-Thurau et al. 2004; Liao and Chou 2012; King, Racherla, and Bush 2014; Ridings, Gefen, and Arinze 2006; Shoham and Ruvio 2008; Sun et al. 2006).”