Intellectual Structure and Emancipation of Word of Mouth Research: A Bibliometric Analysis of a Multidisciplinary Research Field

Word of mouth (WOM) information have become an integral part of consumer decision-making and have revitalized investigations of a social phenomenon to serve marketing objectives. This study addresses the fast-growing yet diverse WOM literature with its heterogeneous background. An objectified and methodologically enriched analysis is carried out to synthesize the literature and realign the richness of online WOM publications with their intellectual foundations. Drawing on meaningful publications, the present analysis systematically processes relevant knowledge to address statistically distinguishable research streams in the field of WOM, their coherence, as well as temporal developments. Results provide evidence of a shared core of WOM research as well as six (sub)streams of varying importance over time that describe two higher research orien-tations. Practical implications can be derived concerning most influential journals dedicated to specific research on WOM. By discussing the various findings, avenues for future research are revealed.