Word-of-mouth communication: a theoretical review

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