ABSTRACT
Verbal consumer-to-consumer communication, often referred to as simply “word of
mouth” (WOM), has long been recognized as an important factor in consumer behavior
(e.g., Whyte, 1954). The development of the Internet has led to the appearance of new
forms of word-of-mouth communication (Granitz & Ward, 1996). Using the Internet,
consumers can now easily publish their opinions, providing their thoughts, feelings, and
viewpoints on products and services to the public at large. For example, on a message
board at www.oxygen.com, consumers exchange opinions about good (and bad) shopping
sites on the Web. Likewise, “Style Chat” at www.leftgear.com provides users with an
opportunity to discuss fashion and design. Sites such as www.consumerreviews.com and
www.epinions.com allow consumers to post their reviews of products and services in a
number of different categories, as do many major online retailers. This type of
information is already playing a role in marketing, and promises to do so much more in
the future.
