Does educating customers create positive word of mouth?

This research theorizes and empirically examines whether how educating customers—a brand's efforts to enhance customers' product-related knowledge—affects customer word of mouth (WOM). In two lab experiments across service retailing contexts, we find that customers enhances positive WOM for a brand. Customer satisfaction perceived expertise mediate this effect. Critically, the impact on is stronger who have less prior knowledge regarding educational topic are more amenable sharing. The current findings add literature education offer managerial insights improving brands' campaigns.