The Survey Emotional Impact of Positive and Negative Word of Mouth on Potential Customers

Subject Areas : Jounal of Marketing Management

P. Ghafari Ashtiani ¹ , Z. Mahram ²

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Received: 2013-08-25 Accepted : 2013-08-25 Published : 2012-03-20

Keywords: Positive and negative word of , Emotional contagion, Affect infusion, Assessment of emotions, Attitude,

Abstract :

This study examines how receiving negative and positive word of mouth from satisfied and dissatisfied customers influences the potential customers. Word of mouth is one of the most important of interpersonal relationships that play excellent role in marketing process. There are many literature in word of mouth field but neglected the role of emotional variables that help to word of mouth transmission in researches. The sample includes the potential customers travel agency. In order to collect the field data two questionnaires developed and distributed among the research sample. Questionnaires data were analyzed by the structural equation models (SEM) in Amos soft ware. Results of research represent that emotional variables play the important roles in word of mouth transmission particular in positive word of mouth.