Word Of Mouth Model

Word of Mouth Model
From literature review, there is no known theory of word of mouth which has been proposed. Instead, the concept can, at the moment, only be explained using a model. The WOM model, as shown in Figure 2.3 below, contains two sets of variables, that is, the extrapersonal environment and intrapersonal environment. According to Buttle (1998), intrapersonal variables refer to states or processes which are associated either with seeking input WOM or precipitating output WOM. He argues that under intrapersonal variables, production of output WOM is widely considered to be an outcome of customer experiences with a product or service. Allsop, Basset & Hoskins (2007), in discussing the theory and foundation of word of mouth, argue

They note that, WOM, unlike other forms of information exchange in the market place, can change quickly. Because of this, it is important to constantly measure and monitor what is going on, so that you can spot developments as they occur, and quickly make course corrections, or take other actions that will positively influence the system. The fifth principle of WOM, they note, on the other hand, states that the diffusion and impact of messages within social network varies depending on the polarity (positive/negative) of the messages being communicated. They note that this principle implies that an organization’s plan should include not only how to influence and leverage positive WOM, but also how to neutralize negative ones. It is thus important to recognize the difference between how the social networks deal with positive and negative message. They argue that generally, negative messages have a tendency to spread more rapidly than a positive

The first rule states that the product must be interesting. This is because if product/service is boring, then you will never get a moment of conversation about the product. The second rule of WOM is that you need to make it simple. Andy (2013) explains that word of mouth is lazy, hence you need to help it along if you expect it to go anywhere. This can be done by finding a super-simple message and help people share it. The third rule indicates that the product/service needs to make people happy as he argues that happy customers are your greatest advertiser. The fourth rule, he indicates, is the need to earn trust and respect. He posits that no one talks positively about a product, service or company that they don’t like or trust. He goes further to suggest that you should always be good to your customers. This, he notes, will make your customers proud to tell your story to everyone they