Social Word-of-Mouth

 

Customers are constantly sharing product and services experiences with
friends and strangers online. Online word-of-mouth communications have a huge
influence on the consumer decision-making process. In recent years there has
been a formation of online communities where people from different backgrounds
across the world can interact, communicate, follow trending issues and express
their opinions more freely and actively than ever before (Kucukemiroglu, 2015). Wirtz (2010)
defines social word-of-mouth as the information transfer amongst several
parties through electronic applications such as blogs, review websites or even
e-mail.

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Dubois et Al (2016) examine how interpersonal closeness influences
word-of-mouth valence. They discovered that most people are inclined to share
positive experiences with strangers and negative experiences with friends, as
the people want to impress strangers and protect friends. Barasch (2014)
discovered that the amount of people a person shares their views with
influences what information they will divulge. 
Individuals tend to censor themselves more when sharing information with
a large group of people; they will avoid sharing information that will reflect
negatively on them. However when sharing information with someone one-on-one people
will share content that is useful to the recipient.