When Do Opinion Leaders Spread Word-Of-Mouth? : The Moderating Role of Brand Strength and Performance | Dalman, M. Deniz
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Communication de conférence

When Do Opinion Leaders Spread Word-Of-Mouth? : The Moderating Role of Brand Strength and Performance

in Asia-Pacific ACR Conference, Hong Kong, June 19th-21st, 2015

Dalman, M. Deniz ; Min, Junhong ; Asia-Pacific ACR Conference (Vibrant Integration). Hong Kong, June 16th-21st, 2015

Association for consumer research 2015

While Word-of-Mouth (WOM) has been studied extensively in the marketing literature, brand effects on WOM are scarcely researched. In this research our objective is to fill this gap in literature by investigating how and when opinion leaders (vs. other consumers) choose to spread WOM for brands varying in strength.


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