Word-of-mouth (WOM) marketing—firms’ intentional influencing of consumer-to-consumer
communications—is an increasingly important technique. Reviewing and synthesizing extant …

In this research we predict and demonstrate that consumers' propensities to generate word-of-mouth
(WOM) is affected by their motivation to self-enhance, that is, to seek experiences …

This study investigated the effectiveness of intrinsic versus extrinsic motivations for
consumers' online social-network referrals, specifically across “opinion leaders” and “non–opinion …

This paper highlights the significance and implications of self-enhancement as an important
motivation for consumers’ word-of-mouth behaviors. The authors predict and demonstrate …

This paper investigates the impact of various motivational tactics-tangible or intangible and
selfish or altruistic-on online referral rates, utilizing a unique dataset matching a large-scale …

Word-of-mouth (WOM) marketing has gained ground as a powerful communication tool.
One way in which marketers tap into consumers' WOM potential is by seeding products to …

This research investigates the role of balance and consistency in inter-consumer communication,
ie word-of-mouth (WOM), through an analysis of consumers' cognitive networks or" …

In this article, we introduce an impression management theory of word-ofmouth (WOM) that
considers subjective expertise, satisfaction, and the selfconcept. We propose that consumers …

This article focuses on the magnitude of effects of television viewing on social perceptions
that vary as a function of data collection methods. Numerous content analyses of television …