How much better? the effect of tensile information on word-of-mouth effectiveness

Sung Youl Jun; Taihoon Cha; Praveen Aggarwal

doi:10.2753/MTP1069-6679190301

How much better? the effect of tensile information on word-of-mouth effectiveness

Sung Youl Jun, Taihoon Cha, Praveen Aggarwal

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11 Scopus citations

Abstract

Just as price promotions can be specific ($10 off) or tensile (up to 20 percent off), information exchanged in word-of-mouth (WOM) communication can also be specific or tensile. This study introduces the distinction between tensile and specific claims in the WOM context and shows that tensile WOM is less effective than specific WOM. Information specificity also plays a moderating role: source expertise and tie strength between the receiver and the sender of WOM communication matter only when the information exchanged is tensile. If the information exchanged is specific, the effects of source expertise and tie strength are marginalized.

Original language	English (US)
Pages (from-to)	263-276
Number of pages	14
Journal	Journal of Marketing Theory and Practice
Volume	19
Issue number	3
DOIs	https://doi.org/10.2753/MTP1069-6679190301
State	Published - Jul 1 2011

Bibliographical note

Funding Information:
The authors thank J.H. Kim for help with data collection and Jean Jacobson for editorial help. This research was partially supported by the Hankuk University of Foreign Studies Research Fund.

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How much better? the effect of tensile information on word-of-mouth effectiveness

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