The Effect of Social Density on Word of Mouth

Science of
Consumer
Behaviour
4 / 2 9 / 2 0 1 9

Marketing 1
Article: Consiglio, I., De Angelis, M., & Costabile, M. (2018). The effect of social density on
word of mouth. Journal of Consumer Research, 45(3), 511-528.
Slide 1 - Student information
Slide 2- Empirical studies
The terms empirical research is defined as any kind of research in which the conclusion of the
study is majorly drawn from the empirical evidence. There is majorly quantitative and qualitative
research that is used by the researcher in order to collect the data. I have conducted the empirical
studies on article of consumer buying behaviour from which it has been found that qualitative
method has been used. The qualitative method includes the collection of data in non-numerical
format. The case studies of the different authors have been highlighted in research article to
conduct and support their research (Bell, Bryman & Harley, 2018). These studies are presented
in the article that shows the effect of social density on word of mouth, an interpersonal
communication.
Slide 3 Research article: findings
In the research, the investigation is done whether the factor of social density that is defined as the
number of people in the given area influences the propensity of the customers in order to share
the information or not. It has been found that social density leads to rise in the likelihood of
sharing the details with the other people according to the need of the customers (Consiglio, De
Angelis, & Costabile, 2018). The social density makes the customers in order to loss of
perceived value that is attained by them, which in turn makes them to engage in the word of
mouth so that they can attain the same (Quinlan, Babin, Carr & Griffin, 2019).