Abstract:

This study examines how receiving negative and positive word-of-mouth from satisfied and dissatisfied customers influences the potential customer behavior. This work aims to study the relationship between the Word Of Mouth (WOM) received through social networks and behavioral variables such as emotions, attitude and the receiver’s purchase intention. We have conducted an exploratory research. This study allows explaining customer behavior online. After a marketing literature, we have established our conceptual model and hypotheses studying the relationship between the different variables.