Drivers for Word of Mouth

  • Martin Oetting


To approach the phenomenon, we will regroup the existing research by examining positive word-of-mouth drivers that have been identified across the different literature so far. Our literature review revealed a wide range of antecedents to sender WOM – triggers or stimuli that inspire people to talk favourably about products, brands or services.


Network Effect Opinion Leader Network Externality Positive Word Marketing Communication 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Gabler | GWV Fachverlage GmbH 2009

Authors and Affiliations

  • Martin Oetting

There are no affiliations available

Personalised recommendations