Introduction

Consumers’ word-of-mouth communication (WOM) is a powerful behavior in the marketplace. For a long time a critical issue was the lack of structured approaches to measure the economic value of offline word-of-mouth. Thus, ifwom’s research aims at providing tools that measure the impact of professional word-of-mouth campaigns. Our research addresses the fundamental questions of communication that have been raised by Lasswell (1949):

"Who says what to whom in what channel with what effect?"