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Word of mouth (WOM) communication, long recognized as a highly influential source of information, has taken on new importance with the proliferation of online WOM. The rise of online forums and communities has dramatically increased the scope of word of mouth marketing, allowing consumers greater access to information from subject matter experts and other key influentials who impact new purchases. Online WOM data have been widely used in the literature to examine topics such as the impact of WOM recommendations and reviews, brand community involvement, and product adoption. For all the valuable contributions made by WOM research, a lot of important questions still remain unexplored. One is delineating the preconditions for user engagement in WOM communication; another is exploring the role of WOM content and WOM context on the efficacy of WOM in general. And there is final area where research is needed, focusing on organizational capabilities firms need in order to foster the impact of WOM communication on purchasing behavior.