Word - of - mouth Retransmission in a Business - to - Business Context - A Network

According to Cox (1968) only of few attempts has been made for meaningful wordof-mouth models. Previous word-of-mouth research does not give too much attention to the contextual aspects. Consequently, the word-of-mouth interaction process is usually considered "invisible" for the company (Richins 1984). It has just concluded that the word-of-mouth interaction process is taking place in the customer dominated communication channels, which are not under the direct control of the organization (Dichter 1966, Cox 1968).