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Word of Mouth (e-WOM, Goyette, Ricard, Bergeron & Marticotte)
Marketing & SalesReliability: alphas 0.83–0.93 across three dimensions3 sample items
About this scale
A 12-item measure of e-WOM across three dimensions: WOM intensity, positive valence, and content. Designed for online word-of-mouth in social media, review sites, and digital communities.
Sample item(s)
“I speak of this brand much more frequently than of any other brand. (intensity)”
“I recommend this brand to people I know. (positive valence)”
“I speak of the variety of products offered by this brand. (content)”
Reliability
Reported internal consistency: alphas 0.83–0.93 across three dimensions. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Use NPS as a single-item complement when survey length is constrained.
Source & citation
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010): e-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, Vol. 27, No. 1, pp. 5–23.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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