  Word of mouth is a process by which consumers transmit positive or negative
sentiment to other consumers about a business. While this process has long been
recognized as a type of promotion for businesses, the value of word of mouth is
questionable. This study will examine the various correlates of word of mouth
to demographic variables, including the role of the trust of business owners.
Education level, region of residence, and income level were found to be
significant predictors of positive word of mouth. Although the results
generally suggest that the majority of respondents do not engage in word of
mouth, there are valuable insights to be learned.
