Positive and negative word of mouth in the United States

TL;DR

This study investigates how demographic factors and trust influence positive and negative word of mouth among consumers in the United States, revealing key predictors and engagement levels.

Contribution

It identifies demographic and trust-related predictors of word of mouth, providing new insights into consumer communication behaviors.

Findings

Education level predicts positive word of mouth

Region of residence influences word of mouth

Most respondents do not engage heavily in word of mouth

Abstract

Word of mouth is a process by which consumers transmit positive or negative sentiment to other consumers about a business. While this process has long been recognized as a type of promotion for businesses, the value of word of mouth is questionable. This study will examine the various correlates of word of mouth to demographic variables, including the role of the trust of business owners. Education level, region of residence, and income level were found to be significant predictors of positive word of mouth. Although the results generally suggest that the majority of respondents do not engage in word of mouth, there are valuable insights to be learned.