Most previous recruitment studies have treated potential applicants as individual decisionmakers, neglecting informational social influences on organizational attractiveness. Therefore, the present study investigated if and under which conditions word-of-mouth communication matters as a recruitment source. Results (N = 171) indicated that word-ofmouth had a strong impact on organizational attra...

We model the incentives of individuals to engage in word of mouth (or buzz) about a product, and how a firm may strategically influence this process through its information release and advertising strategies. Individuals receive utility by improving how others perceive them. A firm restricts access to information, advertising may crowd out word of mouth and a credible commitment not to engage i...

We study a model of electoral competition where voters obtain information on candidates’ platforms through campaign advertising, and word-of-mouth communication. We show that when the costs of campaign advertising are low, an increase in word-of-mouth communication among voters causes polarization. In particular, the more voters can exchange political information between each other, the more of...

The research investigates the impact of customer hope, positive emotional advertising, and multi-context number (MCN) brand strategy on purchase intention word mouth in context an eco-efficient product. This study uses a quantitative survey energy-saving lamp. results indicated that consumer hope positively affects word-of-mouth; advertising numbers have effect intentions. However, has no inten...

The present study begins to fill a gap in recruitment literature by investigating whether the effects of negative publicity on organizational attractiveness can be mitigated by recruitment advertising and positive word-of-mouth. The accessibility-diagnosticity model was used as a theoretical framework to formulate predictions about the effects of these recruitment-related information sources. A...

Autonomous „word of mouth‟, as a channel of social influence that is out of firms‟ direct control, has acquired particular importance with the development of the Internet. Depending on whether a given product or service is a good or a bad deal, this can significantly contribute to commercial success or failure. Yet the existing dynamic models of sales in marketing still assume that the influenc...

Social media, especially the micro-blogging network Twitter, have gained much popularity among users and have thus attracted attention from firms. Social media can serve as advertising media and platforms of online wordof-mouth, because they enable consumers to share their consumption experiences with others easily. When firms advertise their products and services, they usually do not rely on o...