Word-of-mouth communication is a process of sharing information between consumers on specific products, services, brands, or companies with noncommercial intention (Higie, Feick, & Price, 1987; Litvin, Goldsmith & Pan, 2008). It not only shapes consumers' attitude and behaviors towards a product or service (Brown and Reingen, 1987), but it also has more significant impact on consumer behavior rather than mass media and radio advertising in certain circumstances (Engel, Blackwell, and Kegerreis, 1969; Katz and Lazarsfeld, 1955).
Traditionally, word-of-mouth communication is done through spoken words and face-to-face conversation (Arndt, 1967). It happens spontaneously and disappears after it is uttered (Stern, 1994). In marketing, it happens when consumers share their product experiences to their friends and thus shapes their …show more content…
The traditional word-of-mouth (WOM) has evolved into electronic word-of-mouth (eWOM) due to the rise of the internet. The internet has created new platform of communication which accelerates the information shared between business to consumer,
Traditionally, word-of-mouth communication is done through spoken words and face-to-face conversation (Arndt, 1967). It happens spontaneously and disappears after it is uttered (Stern, 1994). In marketing, it happens when consumers share their product experiences to their friends and thus shapes their …show more content…
The traditional word-of-mouth (WOM) has evolved into electronic word-of-mouth (eWOM) due to the rise of the internet. The internet has created new platform of communication which accelerates the information shared between business to consumer,