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

Research output: Contribution to journalArticlepeer-review

66 Citations (Scopus)


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
Issue number5
Publication statusPublished - 2014


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


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