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What is Word of Mouth in Free Products about?

This research explores the factors influencing consumer word of mouth (WOM) in free-product settings compared to paid-product settings, highlighting the roles of reciprocity motivation and perceived adoption risk. Findings indicate that consumers are more likely to share opinions about free products due to feelings of reciprocity, although this tendency diminishes when prior WOM is low and dispersed. The study provides insights into the unique drivers of WOM for free products, contributing to the understand

Author

225035005

Language

EN