Word of mouth marketing

Research output: Chapter in Book/Conference paperChapterpeer-review


Word of mouth (WOM) reflects informal communication between private individuals that evaluates goods and services (Anderson, 1998). It provides a highly credible means of persuasion because the communicator is not seen as having a vested interest in selling the recommended product or service. In this chapter, WOM is conceptualized as a type of advice between private parties (typically consumers), focused on goods or services, and not necessarily purposeful or directive. WOM is a very powerful tool, especially given the relatively new focus in marketing on customer engagement and the customer’s role in value co-creation in the context of market offerings. However, over the decades, a number of myths have developed surrounding the effects of WOM. These myths are challenged within a review of the research literature. Suggestions for future research directions, research methods to capture WOM, and some best practices are also discussed.
Original languageEnglish
Title of host publicationThe Oxford Handbook of Advice
EditorsErina L MacGeorge, Lyn Van Swol
Place of PublicationUK
PublisherOxford University Press
ISBN (Print)9780190630188
Publication statusPublished - 2018

Publication series

NameOxford handbooks


Dive into the research topics of 'Word of mouth marketing'. Together they form a unique fingerprint.

Cite this