TY - JOUR T1 - Word-of-Mouth Research: Principles and Applications JF - Journal of Advertising Research JO - J Advert Res SP - 398 LP - 411 DO - 10.2501/S0021849907070419 VL - 47 IS - 4 AU - Dee T. Allsop AU - Bryce R. Bassett AU - James A. Hoskins Y1 - 2007/12/01 UR - http://www.journalofadvertisingresearch.com/content/47/4/398.abstract N2 - Word of mouth (WOM) is an important component of a complex and dynamic marketplace environment, and as such, WOM research is best undertaken as part of a holistic research program. Five principles describing the operation of WOM are discussed, supported by data, and examples drawn from recent research studies. Complexity science modeling is introduced as an effective method for simulating the real-world operation of WOM in a given market category and identifying ways in which marketers can influence it to their advantage. Key business issues where WOM research can inform decision making are listed. ER -