Positive WOM exchanges were found to have a greater absoluteeffect on retransmission intentions because
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Positive experiences are more likely to be shared across onlineand offline channels |
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PWOM (positive word of mouth) about a brand is more likely to beretransmitted than NWOM (negative word of mouth) |
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Consumers shy away from engaging in NWOM |
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Both A and B Which multichannel trends can be recently observed?
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