European Journal of Marketing: Volume 47 Issue 7

Electronic word of mouth: The effects of incentives on e‐referrals by senders and receivers

Jan Ahrens, James R. Coyle, Michal Ann Strahilevitz

The purpose of this work is to test several incentive strategies for attaining new customers via electronic referrals, or e‐referrals. The paper aims to examine: the roles of both…

Impact of service pricing on referral behaviour

Christian Barrot, Jan U. Becker, Jannik Meyners

This study seeks to examine the effect of pricing as a marketing instrument to stimulate word‐of‐mouth (WOM) by comparing the influence of two pricing strategies (i.e. a…

Drivers of in‐group and out‐of‐group electronic word‐of‐mouth (eWOM)

José Luís Abrantes, Cláudia Seabra, Cristiana Raquel Lages, Chanaka Jayawardhena

The purpose of this study is to address a recent call for additional research on electronic word‐of‐mouth (eWOM). In response to this call, this study draws on the social network…

How WOM marketing contributes to new product adoption: Testing competitive communication strategies

Manuela López, María Sicilia

Communication strategy is a critical element of new product adoption. The decision to adopt a new product is determined by the success of a sequence of two stages: product…

The impact of online user reviews on cameras sales

Lin Zhang, Baolong Ma, Debra K. Cartwright

The purpose of this research is to help better understand the impact of online user reviews on sales of search goods.