The real-time interactive experiences enabled by mobile internet allow consumers to share their purchasing experiences and product reviews across different places. Place is where consumers engage in these interactions and serves as a key touchpoint for mobile marketing technologies. However, how different places are perceived by consumers and how they affect word-of-mouth (WOM) outcomes remain unclear. Based on the theory of geographical imprinting, this study integrates the results of a survey, two scenario studies, and a field experiment. The findings suggest that consumers are more likely to share positive or neutral WOM in exchange-oriented places, while they are more inclined to share polarized WOM (positive or negative) in communal-oriented places. This effect is driven by regulatory focus: in exchange-oriented places, consumers are more likely to adopt a prevention focus, prioritizing the maintenance of their social identity, which leads them to share positive or neutral feedback. In contrast, in communal-oriented places, consumers tend to adopt a promotion focus, engaging in more authentic self-expression, which drives the sharing of polarized opinions. Furthermore, the study identifies boundary conditions for the impact of places on WOM elfects-this ellect is diminished when the product type is hedonic (vs. utilitarian). These findings provide actionable insights for businesses seeking to manage WOM more effectively.