Future research

In order to establish the real feelings of WOM and to enhance the interaction

between information sender and receiver, future research could consider the receiver

contacting the information sender face to face. Therefore, information sender offers

them the different comment in term of their different judgments. If the receiver has a

negative judgment, they will give them positive commend, and vice versa.

Maybe there were some personalities that could influence persuasion of WOM

except self-esteem. Future research could attempt to discover other personalities

which could influence persuasion of WOM.

The research focused on effect of WOM in the product industry. However,

service industries were studied by other scholars. It was, therefore, suggested that the

researches into the WOM of service industry would be appropriate and valuable.

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