The Effects of Source Choice on Word-Of-Mouth Communication Influence‪.‬

INTRODUCTION Decades of consumer research has shown Word-of-Mouth Communication (WOMC) to be a powerful influence on consumers' brand attitudes, judgments, and purchase intentions. It is generally more influential than advertising due to its higher credibility and more interactive nature (e.g., Herr, Kardes, & Kim, 1991; Katz & Lazarsfeld, 1955, and Liu, 2006 among many others.) Accordingly, marketers are highly motivated to understand and exploit this powerful information source (e.g., Godes & Mayzlin, 2004).