Antecedents and Consequences of Word of Mouth communication: An overview

Abstract

This study reviews the recent literature in Word of Mouth (WOM) communication. We review the kind of studies that are being published currently, the methodologies used, and thereby, inferences are made. WOM communications are vital for companies, and negative WOM can damage business, and customer loyalty can be affected. E-WOM is also of prime importance, and reviews and ratings that companies get on social media platforms can make or break business deals. Hence, companies across sectors are striving to generate positive WOM by giving excellent customer service, and are trying to win customers’ trust for any repeat purchase and positive WOM.

Keywords: Word of Mouth, Electronic-Word of Mouth, consumer behavior, intention