Word-of-Mouth Research: Principles and Applications

Dee T. Allsop, Bryce R. Bassett and James A. Hoskins

Word of mouth (WOM) is an important component of a complex and dynamic marketplace environment, and as such, WOM research is best undertaken as part of a holistic research program.

Word-of-Mouth Research: Principles and Applications

Dee T. AllsopHarris InteractiveBryce R. BassettHarris InteractiveJames A. HoskinsHarris Interactive

INTRODUCTION

Abundant research demonstrates that word of mouth (WOM) is one of the most influential channels of communication in the marketplace. The reasons for WOM's power are evident: word of mouth is seen as more credible than marketer-initiated communications because it is perceived as having passed through the unbiased filter of "people like me." At a time of declining trust in institutions, research shows that its influence is growing stronger.

In a recent national survey (Harris Interactive, 2006a),...

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