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首页> 外文会议>AMA Summer Educators Conference >INVESTIGATING HOW WORD-OF-MOUTH DRIVES INFORMATION SEARCH FOR A BRAND
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INVESTIGATING HOW WORD-OF-MOUTH DRIVES INFORMATION SEARCH FOR A BRAND

机译：调查口碑如何驱动信息搜索品牌

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摘要

In this study we investigate how word-of-mouth about a brand (WOM) influences subsequent information search activity by the WOM recipient. We assess the impact of both WOM-level and brand-level characteristics in a series of hierarchical models using data from a (1) longitudinal, nationally representative panel that tracks consumer brand-related WOM of more than 1,000 brands and (2) brand-level measures brand equity (Equitrend). Key findings from this study include the following: (1) positive WOM has an asymmetrically larger absolute effect on information search than negative WOM, (2) online WOM tends to drive more information search than WOM received offline, although the positive impact of the online channel is attenuated somewhat in the case of negative WOM, (3) WOM received from strong social ties tends to motivate information search more than WOM received from weak social ties, but this difference is attenuated if the conversations are generally negative or positive about a brand, (4) information search is a more likely consequence of both positive and negative WOM if brand has higher overall brand equity, and(5) information search is a more likely consequence from a WOM episode with a weak social tie if the brand has higher overall brand equity.
机译：在这项研究中，我们调查如何对品牌（WOW）的口碑如何影响WOW收件人的后续信息搜索活动。我们评估Wom-Level和品牌特征在一系列分层模型中的影响，使用来自（1）纵向，国家代表小组的数据，这些小组追踪消费者品牌相关的WOM超过1000个品牌和（2）品牌 - 水平措施品牌股权（Equitrend）。本研究的主要发现包括：（1）积极的WOM对信息搜索的绝对影响比负面的众规多，（2）在线WOM倾向于推动更多信息搜索，而不是在线接收的下线，虽然在线的积极影响在负面的WOM的情况下，频道衰减有点，（3）从强大的社交关系收到的WOM往往会激励信息搜索超过社交关系疲软的弱，但如果谈话通常是负面的或肯定的品牌，这种差异就会衰减。 ，（4）信息搜索是一个对积极和消极的WOM，如果品牌的整体品牌股权更高，而且（5）信息搜索是一个弱势社会领带，如果品牌更高，则信息搜索是一个更可能的影响整体品牌股权。

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