Understanding the boomerang effect of articulating word of mouth on the communicator’s own commitment and loyalty

Chawdhary, Rahul and Dall'Olmo Riley, Francesca (2015) Understanding the boomerang effect of articulating word of mouth on the communicator’s own commitment and loyalty. In: 44th European Marketing Academy (EMAC) Annual Conference: Collaboration in Research; 26-29 May 2015, Leuven, Belgium. (In Press)

Abstract

Little research has examined the impact of articulating WOM on the communicator; a key participant in any WOM communication dyad. This paper contributes to the WOM literature by investigating the impact of articulating positive and negative WOM on the communicator’s commitment and loyalty to the focal services firm. Scenario-based experimental research design is used to test the model. Results suggest that articulation of P-WOM and N-WOM can impact the communicator’s affective commitment. However, there is a differential impact of P-WOM and N-WOM on the communicator’s loyalty. N-WOM impacts the loyalty of the communicator both directly and via affective commitment, whilst P-WOM impacts the communicator’s loyalty only indirectly via affective commitment.

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