The Effect of Company Size on Aggregate Word of Mouth Valence

Klostermann J, Flaswinkel AM, Hydock C, Decker R (2025)
Journal of Marketing.

Zeitschriftenaufsatz | Veröffentlicht | Englisch
 
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Autor*in
Klostermann, Jan; Flaswinkel, Anne MareikeUniBi ; Hydock, Chris; Decker, ReinholdUniBi
Abstract / Bemerkung
Online word of mouth (WOM) is a critical driver of consumer purchases; however, relatively few researchers have sought to understand how a company’s characteristics might impact aggregate WOM valence (e.g., average star ratings of online reviews). The authors examine the effects of one such attribute—company size—and how it impacts WOM valence through individuals’ decisions regarding whether to engage in WOM. In four field studies, the authors find a negative relationship between company size and WOM that persists when controlling for the quality of consumers’ experience with the company. Subsequent experiments show that this effect occurs because consumers are more empathetic toward smaller companies. This empathy increases their desire to help smaller companies, which in turn increases the likelihood that they share WOM about a smaller company following a high-quality experience and decreases this likelihood in the case of a low-quality experience. Larger companies can mitigate the negative effect on aggregate WOM valence by responding frequently to WOM posts and employing language that evokes empathy—for example, by using emotional words, providing personalized responses, and addressing consumers by name.
Stichworte
company size; word of mouth; response strategy; empathy; consumer experience
Erscheinungsjahr
2025
Zeitschriftentitel
Journal of Marketing
ISSN
0022-2429
eISSN
1547-7185
Page URI
https://pub.uni-bielefeld.de/record/3000688

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Klostermann J, Flaswinkel AM, Hydock C, Decker R. The Effect of Company Size on Aggregate Word of Mouth Valence. Journal of Marketing. 2025.
Klostermann, J., Flaswinkel, A. M., Hydock, C., & Decker, R. (2025). The Effect of Company Size on Aggregate Word of Mouth Valence. Journal of Marketing. https://doi.org/10.1177/00222429251320603
Klostermann, Jan, Flaswinkel, Anne Mareike, Hydock, Chris, and Decker, Reinhold. 2025. “The Effect of Company Size on Aggregate Word of Mouth Valence”. Journal of Marketing.
Klostermann, J., Flaswinkel, A. M., Hydock, C., and Decker, R. (2025). The Effect of Company Size on Aggregate Word of Mouth Valence. Journal of Marketing.
Klostermann, J., et al., 2025. The Effect of Company Size on Aggregate Word of Mouth Valence. Journal of Marketing.
J. Klostermann, et al., “The Effect of Company Size on Aggregate Word of Mouth Valence”, Journal of Marketing, 2025.
Klostermann, J., Flaswinkel, A.M., Hydock, C., Decker, R.: The Effect of Company Size on Aggregate Word of Mouth Valence. Journal of Marketing. (2025).
Klostermann, Jan, Flaswinkel, Anne Mareike, Hydock, Chris, and Decker, Reinhold. “The Effect of Company Size on Aggregate Word of Mouth Valence”. Journal of Marketing (2025).
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