WORD-OF-MOUTH COMMUNICATION: A MULTI-DIMENSIONAL APPROACH

Abstract

The main purpose of this paper is to emphasize the need for understanding and researching the traditional word-of-mouth communication (WOM) with respect to both sender and receiver and different factors influencing WOM. The main goal is to indicate that WOM represents an important and complex problem area requiring a multi-dimensional approach and accentuating the comprehension of both WOM sending and receiving information with respect to the influence of different factors, such as consumer’s individual characteristics, interpersonal and situational factors. Prior research analysis reveals the lack of integrality in researching the greater number of relevant factors influencing WOM and studying this problem area from the aspect of all communication process participants (both sender and receiver). There are many unexplained factors influencing WOM providing the possibility of gaining new research insights. Thus, this paper examines the problem aspects of WOM offering the marketing implications, conclusions and the future research directions.