Online Word-of-mouth is an internet-based opinion mechanism which is made available to the consumers about products, services or an organisation. Cheung, Lee & Rabjohn(2008: 447), Buttle (1998: 243) The use of Word-of-Mouth has been a common form of transferring information from consumer to consumer for centuries. For this reason, studies have revealed that it is a significant social force, influencing early marketing thought and practice (Kozinets et al 2010), studies also generally support the theory that Word-of-mouth is more influential on behaviour than other marketing promotional strategies (Buttle 1998). The Journal of Marketing Vol. 74: Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities, has identified three models in the development of WOM Theory – ‘The Organic Interconsumer Influence Model, The Linear Marketer Influence Model and The Network Coproduction Model’ (Kozinets et al 2010).
The Organic Interconsumer Influence Model is used to describe communications between consumers about products and brand-related marketing messages without marketers’ direct influence. (Kozintes et al 2010 p 72). This model assumes that WOM occurs naturally among consumers when marketers perform their job (Bass 1969; Whyte 1954).
The Linear Marketer Influence Model is an advancement of the WOM Theory which identifies the importance of Opinion leaders (predominantly influential consumers). In this model, marketers targeted and influenced these opinion leaders so they can promote their trusted products based on past experience with the product.
The Network Coproduction Model is the most recent development of the theory that recognizes the importance of the internet. Marketers manage WOM activities through the internet with targeted online programs. They establish the fact that market messages and meanings are exchanged among people in the