Word of mouth and interpersonal communication: A review and directions for future research
Berger, Journal of Consumer Psychology 24(4), 2014, 586-607. Review arguing that word of mouth is driven by goals serving five functions: impression management, emotion regulation, information acquisition, social bonding and persuasion. The motives mostly benefit the speaker, often without the speaker realising, and help predict which news is discussed. The review considers how audience and channel may change which functions matter most.
Berger, Journal of Consumer Psychology 24(4), 2014, 586-607. Review arguing that word of mouth is driven by goals serving five functions: impression management, emotion regulation, information acquisition, social bonding and persuasion. The motives mostly benefit the speaker, often without the speaker realising, and help predict which news is discussed. The review considers how audience and channel may change which functions matter most.
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Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586-607. doi:10.1016/j.jcps.2014.05.002 https://doi.org/10.1016/j.jcps.2014.05.002