Previous literature has examined the effect of WOM on innovation adoption or sale dynamics of a single product/brand, but few have explored its effect under a competitive market where consumers can switch their brand in response to WOM from social media friends. Drawing on cognitive learning theory, this study focuses on social media users’ brand switch decision and explores how external and internal influencing factors (social WOM of rival brand vs. satisfaction of adopted brand) combine to shape switch decision.
Gu, Jie; Hu, Anan; and Wang, Xiaolun, "The Effect of Social Word-of-Mouth on Brand Switch Intention: From Cognitive Learning Perspective" (2018). CONF-IRM 2018 Proceedings. 36.