The intended effect of WOM about TV programs
Date
2011
Authors
Romaniuk, J.
Nguyen, C.
East, R.
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Conference item
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Programme of the 40th EMAC Annual Conference 2011: The Day After - Inspiration, Innovation, Implementation, 2011, pp.1-1
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40th EMAC Annual Conference 2011: The Day After - Inspiration, Innovation, Implementation (24 May 2011 - 27 May 2011 : Ljubljana, Slovenia)
Abstract
We investigate the giver’s intended effect on the receiver with the word-of-mouth (WOM) given. In research into TV programs, we find that around 50% of WOM is given without expectation of any effect on the receiver’s behaviour. There were differences based on valence and strength of expression. Very positive WOM was most likely to be given with the intent of changing the recipient’s behaviour. In contrast, many givers of very negative WOM hoped that the receiver would support their opinion. This highlights the role of WOM as a social bonding and conversational device, as well as an influencer of behaviour.
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Copyright 2011 The Authors