Current Status and Prospects of Word-of-Mouth Research: A Systematic Analysis of Characteristics, Antecedents and Consequences

Although numerous studies explore word of mouth (WOM), the lack or paucity review papers concerning characteristics, antecedents, and consequences WOM gives rise to a fragmented comprehension word-of-mouth communication. Therefore, this not only aims consolidate where previous current stand on WOM, but it also highlight is heading. Based concept-driven methodology, paper conducts concise synthesis WOM's consequences. It discusses several potential aspects worthy further investigation, which provides related marketing researchers practitioners highly interested in with some directions for explorations WOM.