Traditional word-of-mouth marketing required a network of locals who could vouch for a product or service. Today that network exists online, but does electronic word-of-mouth (eWOM) hold the same power to influence purchase decisions?
You’ve heard of reciprocation, the idea that when you perform a favor for another they feel compelled to give something back, even when they dislike you (Regan, 1971). But did you know the motivations that compel those feelings differ based on
A study by Berg and Kim (2016) showed that harsh group norms lead group members to self-filter based on