Word-of-mouth research: Principles and applications

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. Five principles describing the operation of WOM are discussed, supported by data, and examples drawn from recent research studies. Complexity science modeling is introduced as an effective method for simulating the real-world operation of WOM in a given market category and identifying ways in which marketers can influence it to their advantage. Key business issues where WOM research can inform decision making are listed.