However, we do not expect the influence of tie strength to diverge across the two
WOM conditions for the WOM–future WOM intentions link. This is because prior
research has shown that the effect of WOM on the recipient’s firm-related outcomes
such as purchase decision is stronger when the social ties between the WOM
participants are strong rather than weak (Bansal & Voyer, 2000; Brown &
Reingen, 1987). Following this line of reasoning, we envisage that the effect of
WOM on the sender’s firm-related outcome (i.e. future WOM intentions) will be
stronger when the sender articulates the WOM to their close others rather than to
distant others, irrespective of the WOM valence. Hence, we postulate