International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Information Specificity, Source Expertise and Tie Strength Effects on Word-of-Mouth Effectiveness
Steven Cox, John Repede

Word-Of-Mouth (WOM) has been recognized as an important marketing information channel for the last half century. The explosion of internet use and digital social media has made WOM a timely topic in research and practice. Information specificity, giver expertise, and the strength of the social tie between giver and receiver have been identified as influencing the effectiveness of WOM. The effects and interaction of these three components are reported. In this experiment, the greatest influence on likelihood to purchase came from nonspecific information from a non-expert with a close tie to the receiver.

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