Word of Mouth ( WOM )

Abstract Word of mouth (WOM) is a “pass‐along” process of interpersonal communication, a means of “social diffusion” which has particularly powerful effects especially in its ability to influence people as messages are “passed” and transmitted from person to person. Based on the traditional model of the “two‐step flow of communication,” according to which media messages are mediated through interpersonal relationships, word of mouth includes face‐to‐face discussions as well as so‐called “word of mouse,” online interactions based on social media.