Does Prior Experience Reduces the Effect of Word of Mouth Communicationβ- An Empirical Analysis

Abstract

This research takes into account the EFFECT OF WORD OF MOUTH COMMUNICATION on customers.  We use survey technique to understand the power of positive and negative word of mouth communication on consumers. A general hypothesis is tested that is whether word of mouth has any effect on consumers, then getting positive response we precede further and bifurcated word of mouth communication into positive word of mouth and negative word of mouth communication. Lastly this research strengthens our notion that word of mouth has no effect on receiver (of word of mouth communication) provided he/she has prior experience.