Communication Channels and Word of Mouth: How the Medium Shapes the Message
Citations
972 citations
Cites background from "Communication Channels and Word of ..."
...Interesting products (e.g., night vision goggles) get more immediate (Berger & Schwartz, 2011) and online (Berger & Iyengar, 2013) word of mouth than mundane products (e.g., toothpaste) and more interesting or surprising New York Times articles are more likely to make the paper's Most Emailed List…...
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...This difference in synchronicity, in turn, provides time to construct and refine communication (Berger & Iyengar, 2013; Chafe & Danielewicz, 1987; Redeker, 1984; Walther, 2007, 2011)....
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...Consistent with this perspective, written communication, and asynchrony itself, leads people to talk about more interesting products and brands (Berger & Iyengar, 2013) Similarly, there is some indication that premium and differentiated brands receive more discussion online rather than offline…...
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...Thus particularly in face-to-face interactions, accessibility may play a larger role in what people discuss (Berger & Iyengar, 2013)....
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...Oral communication, however, should encourage people to talk about whatever is top of mind leading accessibility to have a greater impact on what is discussed (Berger & Iyengar, 2013)....
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669 citations
Cites background or result from "Communication Channels and Word of ..."
...…we identify the characteristics of the platforms and their influence on eWOM effectiveness, thereby extending prior experimental findings (e.g., Berger and Iyengar 2013) and empirical work (e.g., Schweidel and Moe 2014) that highlights the role of channel characteristics in WOM communication....
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...It is important to account for the characteristics of the channel in which eWOM is displayed (Berger and Iyengar 2013; Schweidel and Moe 2014)....
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282 citations
280 citations
Cites background from "Communication Channels and Word of ..."
...Despite significant recent growth in the number and heterogeneity of WOM channels, we do not know enough about the way in which the characteristics of each conversation channel shape how, when, and what type of WOM is used and how it influences consumer decision making (Berger 2012; Berger and Iyengar 2013)....
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...The characteristics of each conversation channel shape how, when, and what type of WOM is used (Berger and Iyengar 2013)....
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...…recent growth in the number and heterogeneity of WOM channels, we do not know enough about the way in which the characteristics of each conversation channel shape how, when, and what type of WOM is used and how it influences consumer decision making (Berger 2012; Berger and Iyengar 2013)....
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259 citations
References
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"Communication Channels and Word of ..." refers methods in this paper
...We used biased-corrected bootstrapping (n p 5,000; see Preacher and Hayes 2008) to generate a 95% confidence interval (CI) around the indirect effect, where successful mediation occurs if the confidence interval doesn’t include zero (Hayes 2009)....
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4,180 citations
4,144 citations
Additional excerpts
...Different modalities differ in their synchronicity (Clark and Brennan 1991; Morris and Ogan 1996)....
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