Word-of-Mouth to Marketing

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Word-of-mouth communication is considered as the "princess of media," which has caused histories to be created, civilizations to be evolved and cultures to survive (Raghavan, 2006, p.61). Though originally it included only oral communication, today it refers to all types of communication from person to person, including face to face, telephone, email and text messaging.


Today word-of-mouth marketing includes several categories of communication such as buzz, blogs, and viral marketing where Internet communities and other interactive social media are utilised for word-of-mouth marketing. Influencer marketing is another form of word-of-mouth marketing wherein personalities who are believed to be highly influential over the target audience are made use of for promotion of products and services.
Word-of-mouth marketing has gained a great deal of importance as a marketing technique due to its effectiveness, which in turn is due to its credibility. This is because word-of-mouth communication is considered to be honest and without any selfish motive. This credibility is what is made use of by marketers who use the technique of the word of mouth. People usually ask other people like their friends, family, colleagues and others, whom they trust, when they decide to purchase something and before they begin to look for what brand or label to buy. Word-of-mouth marketing is actually "giving people a reason to talk about your stuff, and making it easier for that conversation to take place" (Sernovitz, 2006, p.3). ...
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