In this article, using data from a survey of 218 consumers across two samples, we propose a measurement scale for word of mouth (e‐WOM scale) in the context of electronic service. A battery of statistical tests reveals that the WOM construct encompasses four dimensions: WOM intensity, positive valence WOM, negative valence WOM, and WOM content. Our proposed e‐WOM scale can be used as a strategic tool for business managers aiming to improve their word‐of‐mouth marketing strategies. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.

Drawing data from a survey of 218 consumers across two samples, we developed a measurement scale of the word‐of‐mouth construct (e‐WOM scale) in the context of electronic service. A battery of statistical tests indicated that the WOM construct encompasses four dimensions: WOM intensity, WOM positive behaviours, WOM negative behaviours, and WOM content. Our contribution lies in offering a WOM scale that can be used as a strategic tool for business managers aiming to improve their word‐of‐mouth marketing strategies. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.