Abstract

This paper presents a theoretical review of Word-of-mouth communication by describing its concept history, definitions, its importance in services, the three streams of literature review focused on Word-of-mouth, the roles of tie strengths, homophily and source credibility in determining Word-of-mouth conversation.

Keywords: WOM – word of mouth, services, risk, tie strength, source credibility, homophily, word of mouth conversation

Cite as: Gheorghe I.-R. (2012). Word-of-mouth communication: a theoretical review. Marketing and Management of Innovations, 1, 132-139. https://doi.org/10.21272/mmi.2012.1-14

This work is licensed under a Creative Commons Attribution 4.0 International License

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