Understanding word of mouth

This article argues that many assumptions about word of mouth (WOM) are wrong. Academic researchers with access to limited datasets must be cautious about making generalisations as patterns in WOM vary by category.

Understanding word of mouth

Robert EastKingston University and the University of South Australia

New brands enjoy a honeymoon period with customers, as research shows positive recommendation comes from current owners, while negative word of mouth tends to come from past owners.

Word of mouth (WOM) is important because of its role in brand switching, new category adoption and social change, and because the internet is the vehicle of new kinds of communication similar to WOM. Previously, little was known about the occurrence and impact of WOM because, unlike advertising and brand purchase, there was little published market research on...

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