The effects of regulatory focus and tie strength on word-of-mouth behavior.

Abstract

Word-of-mouth(WOM) is a form of interpersonal communication among consumers concerning their personal experiences with a firm or a product (Richins,1984). Past literature suggests that WOM amount is often influeced by the tie strength(Frenzen & Davis, 1990). The current research predicts that the effects of tie strength on WOM amount will be moderated by regulatory focus.