Traditionally, word-of-mouth communication is done through spoken words and face-to-face conversation (Arndt, 1967). It happens spontaneously and disappears after it is uttered (Stern, 1994). In marketing, it happens when consumers share their product experiences to their friends and thus shapes their …show more content…
The traditional word-of-mouth (WOM) has evolved into electronic word-of-mouth (eWOM) due to the rise of the internet. The internet has created new platform of communication which accelerates the information shared between business to consumer,