Social Word-of-Mouth


Traditionally customer
loyalty and positive word-of-mouth have been two major goals aimed at by organisations

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In recent years
the adoption of online communication by many consumers has facilitated a
fundamental change to the structure of many WOM interactions by exposing
consumers to electronic WOM  from virtual



Wirtz (2010) states
that social word-of-mouth as a concept that can be defined as the information
transfer amongst several parties through electronic applications such as blogs,
websites or even e-mail. The development of the internet means that users can
share tips, reviews and recommendations in a new virtual environment, leading
to an emerging type of communication called electronic word-of-mouth (Francisco, 2013)