Identifying the Antecedents of Word-Of-Mouth Promotions of Retail Websites

Today’s consumers value the knowledge and opinions of others (Lawer and Knox 2006); indeed it is argued that word-of-mouth is replacing traditional mass media in influencing consumer attitudes and brand choice (Urban 2004). Research has suggested that word-ofmouth (WOM) plays an important role in shaping attitudes and behaviours of consumers (Herr et al. 1991). Day (1971) found that WOM was nine times as effective as traditional media advertising, in converting consumer unfavourable or neutral predisposition into positive attitudes. The WOM is perceived as an ultimate product success factor (Murray 1991). More recently, Sweeney et al. (2007) suggested that the word-of-mouth is a new way to achieve competitive advantage in the market place.