Reflections on “Word-of-mouth effects on short-term and long-term product judgments”

M. Paula Fitzgerald

Journal of Global Scholars of Marketing Science, 2017, vol. 27, issue 3, 180-183

Abstract: Consumer researchers have studied word-of-mouth (WOM) for decades. Herein, I comment on my paper, “Word-of-mouth effects on short-term and long-term product judgments,” which appeared in Journal of Business Research in 1995. I discuss the article’s unique theoretical and empirical characteristics. Additionally, I recognize the significant changes in consumer behavior (i.e. online posting and social media) which increased researchers’ use of the article in their own work. Finally, I identify several current developments in WOM research: factors that motivate consumers to create electronic WOM, how the WOM construct has been re-conceptualized, and how research focused on trust and authenticity is of increasing importance.

Date: 2017
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DOI: 10.1080/21639159.2017.1318669

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