The word-of-mouth phenomenon in the social media era

Research output: Contribution to journalArticle

34 Citations (Scopus)

Abstract

This review addresses three contemporary questions on the topic of word of mouth
(WOM): a) Are WOM and online WOM the same phenomenon? b) What kind of
target is more likely to engage in brands recommendations? c) Can “organic” and
“fertilized” WOM have the same value/impact? Furthermore, the present work gives
academics a framework for analyzing the popular phenomenon WOM, and provides
marketers with some best practice suggestions. Finally, the reader can find some
suggestions for further research on this topic.
Original languageEnglish
Pages (from-to)631-654
Number of pages23
JournalInternational Journal Of Market Research
Volume56
Issue number5
DOIs
Publication statusPublished - 2014

Keywords

  • Word of Mouth
  • Word of Mouse
  • “Inorganic” Word of Mouth
  • LOYALTY
  • SATISFACTION
  • Social network analysis

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