Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does
研究发现，与书写相比，口头谈论喜欢的品牌会增强说话者与品牌之间的自我品牌连接，因为口头交流更注重社交互动，从而引发更多自我相关表达。
Abstract This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking versus writing about a liked brand influence the communicator’s own later reactions to that brand? Our conceptualization argues that because oral communication involves a greater focus on social interaction with the communication recipient than does written communication, oral communicators are more likely to express self-related thoughts than are writers, thereby increasing their self-brand connection (SBC). We also assess the implications of this conceptualization, including the identification of theoretically derived boundary conditions for the speech/writing difference, and the downstream effects of heightened SBC. Results from five studies provide support for our predictions, informing both the basic literature on communications, and the body of work on consumer word of mouth.