WOM and social media: Presaging future directions for research and practice

Allan J. Kimmėl · Philip James Kitchen

114 citations0/0 files storedJournal of Marketing Communications

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Word of mouth (WOM) has become the focus of growing interest among marketing practitioners and consumers. However, the promises of WOM marketing are often oversold, and various assertions about the nature of WOM, its dynamics, antecedents, and consequences at times have been misstated in mass-mediated articles and books on the topic. In this introductory paper for the special issue on WOM and social media, we survey the current state of WOM knowledge and the role of WOM in contemporary marketing, reconsider common beliefs about the WOM process in an effort to separate WOM facts from fallacies, and presage some future directions and best practices in light of evolving online channels of WOM generation and transmission.

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2025Advances in Consumer Research 1994Customer Loyalty: Toward an Integrated Conceptual Framework 2006The Effect of Word of Mouth on Sales: Online Book Reviews 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2004Using Online Conversations to Study Word-of-Mouth Communication 1987Product/Consumption-Based Affective Responses and Postpurchase Processes 1987Social Ties and Word-of-Mouth Referral Behavior

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2017Follow for follow: marketing of a start-up company on Instagram 2019What makes fashion consumers “click”? Generation of eWoM engagement in social media 2018Information sought by prospective students from social media electronic word-of-mouth during the university choice process 2025Sticks and stones: how resistance to negative information helps strong brands thrive

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