Purpose – Word‐of‐mouth (WOM) marketing has become a key focus for many organisations. However, little research has sought to identify the dimensionality of WOM. The present research project aims to describe the development of a 12‐item measure that can be used to assess WOM at an...

Purpose – Organizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) represents such an opportunity because it has a powerful influence on consumers' attitudes and behaviors. However, prior research offers little insight into what WOM really means. The...