Unsurprisingly, the sharing of information about products, services or promotions between consumers is still an effective marketing tool. However, most research seems to suggest that WOM tends to be negative rather than positive. WOM occurs when information is passed from one consumer, or an individual, to another, without the prompting or intervention of the business or sponsor who is offering the product or service for sale.
Rosen, Emanuel, The Anatomy of Buzz: How to Create Word of Mouth Marketing. Currency 2002.
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