Współczesny Word of Mouth – dylematy pojęciowe

Contemporary Word of Mouth – Conceptual DilemmasWord of mouth is one of the most important factors that affect customers when making purchas­es and making purchasing decisions. The growing number of its new forms and the increasing­ly complex nature, caused a lot of ambiguities and difficulties both in conducting research on this phenomenon and in the implementation of effective marketing activities. Therefore, the purpose of this chapter is to organize the most important concepts and concepts related to WOM communi­cation, based on current global research results. The chapter identifies and defines the most impor­tant concepts related to WOM, including traditional WOM, eWOM and sWOM. Furthermore, the main differences between them are identified. Finally, the necessary directions for further research in this area were indicated.