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Can We Talk?: The Impact of Willingness to Recommend on a New-to-Market Service Brand Extension Within a Social Network

Lerzan Aksoy, Alexander Buoye, Bruce Cooil, Timothy L. Keiningham, DeDe Paul and Chris Volinsky, in Journal of Social Research, 04/2011

Adoption of new services in the marketplace, and the impact that word of mouth (WOM) has on adoption, has long been of interest to marketers. Managers have therefore become increasingly interested in measuring WOM activity most commonly through the recommend intention metric. The circumstances under which the predictive ability of this metric can be established, however, are not clear. This research provides the first longitudinal examination of the relationship between recommend intention and the adoption of a new-to-market service (NTMS) brand extension.