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Understanding Word of Mouth Marketing

Word of mouth (WOM) refers to the passing of information from one person to another through verbal communication or modern means like phone, email, and text. Word of mouth marketing (WOMM) is defined as informal communications between non-commercial individuals regarding brands, products, organizations, or services that aim to influence others. Effective WOMM relies on perceived credibility between parties rather than overt commercial intent.

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9 views1 page

Understanding Word of Mouth Marketing

Word of mouth (WOM) refers to the passing of information from one person to another through verbal communication or modern means like phone, email, and text. Word of mouth marketing (WOMM) is defined as informal communications between non-commercial individuals regarding brands, products, organizations, or services that aim to influence others. Effective WOMM relies on perceived credibility between parties rather than overt commercial intent.

Uploaded by

paidan07
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd

Definitions:

Word of mouth (WOM) can be explained as the passing of information from person
to person. Traditionally, the expression word of mouth literally referred to the passing
of information with word from the mouth. However, modern day WOM includes the
transmission of information, from one person to another, by telephone, email and text
messaging. (Ref: [Link] ). Feel
free to reword

Word of mouth marketing (WOMM) is defined as the informal, person to person


communication between a perceived non-commercial communicator and a receiver
regarding a brand, a product an organisation or a service (Harrison-Walker, 2001).

Harvard Ref:

Harrison-Walker, L. J. (2001). The Measurement of Word-of-Mouth


Communication
and an Investigation of Service Quality and Customer Commitment as
Potential
Antecedents. Journal of Service Research, 4(1), 60-75.

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