Construct · 1 fields · 1 citations

self-enhancement in word of mouth: a standalone construct

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Digital marketing

the account that self-enhancement makes consumers create positive word of mouth about their own experiences but pass on negative word of mouth about others'.

In digital marketing, self-enhancement in word of mouth refers to the account that self-enhancement makes consumers create positive word of mouth about their own experiences but pass on negative word of mouth about others'. This meaning comes from De Angelis (2012) in Journal of Marketing Research.[1]

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Nearby constructs

negative word of mouth1 fields · 1 citationsanchor · a standalone construct self-enhancement1 fields · 1 citationsanchor · a standalone construct word of mouth4 fields · 6 citationsjingle · one label, three objects

References

De Angelis, M., Bonezzi, A., Peluso, A. M., Rucker, D. D., & Costabile, M. (2012). On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission. Journal of Marketing Research, 49(4), 551-563. https://doi.org/10.1509/jmr.11.0136

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