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Please use this identifier to cite or link to this item: http://hdl.handle.net/10651/39253

Title: When Shared Joy is Lessened: Comparing Psychological Costs Between Online and Offline Positive Word of Mouth
Author(s): Suárez Vázquez, Ana
Chica Serrano, Manuel
Keywords: WOM
Costos psicológicos
Issue date: Oct-2016
Abstract: This research examines the difference in drivers of online and offline WOM. We suggest the existence of an emotional pain associated with the spreading of others’ positive experiences that could have a deterrent effect over online positive WOM. That effect does not exist in the case of offline positive WOM.
Description: Association for Consumer Research. Conference. (2016. Berlín)
URI: http://hdl.handle.net/10651/39253
Appears in Collections:Ponencias, Discursos y Conferencias

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