Analysis of Citations and Co-Citations of the Term ‘Word of Mouth’ Based on Publications in the Field of Social Sciences

ABSTRACT ‘Word of mouth’ (WOM) as a communication tool has evolved quite significantly over the last few decades. Originally, word-of-mouth was limited to local coverage, i.e. it restricted only closest people in circle sender message. Technological developments past 30 years, particularly computer and mobile technologies, have brought about significant changes this form communication. The information provided become global; consumer can communicate directly with entrepreneur. Examples bibliographic analyses electronic word mouth (eWOM) without consideration traditional WOM be found literature. It therefore seems important try analyse literature collection on both eWOM. article aims identify present most frequently cited works (along their authors), well publications referred by authors publishing related WOM. Citation analysis co-citation were used realise stated aim. basis for is from WoS database. results obtained made possible create list co-cited publications.