Abstract
Word of mouth is an important influencing factor of customers' purchase decision-making behavior, and also a key basis for product promotion and improvement in business activities. Word of mouth marketing is a new tool of marketing, which has a special communication mechanism and characteristics, and is the main focus of business activity research. Based on the retrieval data of web of science, this study uses bibliometrix software to conduct network econometric analysis on 259 literatures on word-of-mouth marketing in the past 36 years. The research on word-of-mouth marketing is divided into three stages, focusing on the evolution of research topics and future development trends.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
