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Dyadic perceptions in personal source information search

Article Abstract:

A study on the relationship between the source and receiver in word-of-mouth (WOM) communications showed that consumers have different perceptions about the source of the information and the situation. Perceptions were measured based on the perceptions of consumers on 'opinion leadership,' product knowledge and the influence of the information on product judgments. The results of the study suggest that the WOM process has a significant impact on the consumers' buying behavior. However, this effect cannot be fully understood unless the nature of information source selection and influence are studied.

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Word-of-mouth effects on short-term and long-term product judgments

Article Abstract:

A study on the effect of word-of-mouth (WOM) communications on consumer decision-making showed that WOM affects the consumers' short-term and long-term buying behavior. Studies suggest that the consumers' product judgements depend on their ability to retrieve information in their memory. This suggests that products which have highly accessible information attract more consumers and have a long-term effect on the consumers' buying behavior. The findings conclude that effective WOM creates positive perceptions that encourages consumers to buy a product.

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Social support in the service sector: the antecedents, processes, and outcomes of social support in an introductory service

Article Abstract:

A study on the role of social support in a service business showed that social support improves services and customer satisfaction by improving perceived effort. The results showed that customers who received service and assistance recommended the business to other clients. This behavior, which is a form of word-of-mouth communication, can effectively enhance the business' image. Results suggest that social support is an effective marketing strategy for businesses in the service sector.

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