Psychology of word of mouth marketing

Zoey Chen; May Yuan

doi:10.1016/j.copsyc.2019.06.026

Psychology of word of mouth marketing

Curr Opin Psychol. 2020 Feb:31:7-10. doi: 10.1016/j.copsyc.2019.06.026. Epub 2019 Jul 2.

Authors

Zoey Chen¹, May Yuan²

Affiliations

¹ Miami Business School, University of Miami, 5250 University Drive, Coral Gables, FL 33124, United States. Electronic address: zoeychen@miami.edu.
² Miami Business School, University of Miami, 5250 University Drive, Coral Gables, FL 33124, United States.

PMID: 31377578
DOI: 10.1016/j.copsyc.2019.06.026

Abstract

Given the importance of online word of mouth (WOM), there has been an increasing need to understand the psychological mechanisms that underlie WOM transmission (i.e. sharing of opinions) and reception (i.e. processing of received messages). The goal of the current paper is to review some of the most recent research in online WOM (focusing on the past two to four years) as well as make suggestions regarding future research. [For earlier syntheses on WOM senders and social media marketing, see King et al., 2014, Stephen, 2016, Whitler, 2014] [6-8].

Publication types

Review

MeSH terms

Communication*
Humans
Marketing*
Social Interaction*
Social Media*