Business and academic research frequently highlights the power of electronic word of mouth, relying on the knowledge that online customer ratings and reviews influence consumer decision making. Numerous studies in different disciplines have been conducted to examine the effectiveness of electronic word of mouth communication. Previously, typically small sample studies suggest that positive elec...

While several sources tout the superiority of word-of-mouth over traditional marketing communication techniques, it still remains unclear how to measure word-of-mouth and how to compare its relative effectiveness in improving long-term performance. Internet social networking sites offer an attractive opportunity to study word-of-mouth due to their consistent and efficient tracking of electronic...

ABSTRACT ‘Word of mouth’ (WOM) as a communication tool has evolved quite significantly over the last few decades. Originally, word-of-mouth was limited to local coverage, i.e. it restricted only closest people in circle sender message. Technological developments past 30 years, particularly computer and mobile technologies, have brought about significant changes this form communication. The info...