Word of Mouth Research
Word of mouth is an effective way to reach untapped markets and acquire new fans. With the emergence of social media, word of mouth has become more active, extensive, and complex. In my research, I explore the circumstances and mechanisms by which word of mouth has a significant influence on a recipient’s purchase decisions by analyzing (1) the recommender’s characteristics (e.g., expertise); (2) the recipient’s characteristics (e.g., issue involvement); (3) the recommendation’s characteristics (e.g., richness of the message content); and (4) the relationship between the recommender and recipient (e.g., similarity). Based on the findings, I propose marketing strategies and campaigns for acquiring new fans through word of mouth.