But measuring and managing it is far from easy. Some customers even create Web sites or blogs to praise or punish brands.Īs online communities increase in size, number, and character, marketers have come to recognize word of mouth’s growing importance. Today, it also operates on a one-to-many basis: product reviews are posted online and opinions disseminated through social networks. And its influence will probably grow: the digital revolution has amplified and accelerated its reach to the point where word of mouth is no longer an act of intimate, one-on-one communication. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive, factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would. Is the primary factor behind 20 to 50 percent of all purchasing decisions. The sender may, however, reap social gratification or rewards. The term word of mouth, as used in this article, means consumer-to-consumer communication with no economic incentives. As consumers overwhelmed by product choices tune out the ever-growing barrage of traditional marketing, word of mouth cuts through the noise quickly and effectively. Marketers may spend millions of dollars on elaborately conceived advertising campaigns, yet often what really makes up a consumer’s mind is not only simple but also free: a word-of-mouth recommendation from a trusted source. Consumers have always valued opinions expressed directly to them.
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