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<span>Factors</span> </div> </a> <ul id="toc-Factors-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Models" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Models"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Models</span> </div> </a> <button aria-controls="toc-Models-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Models subsection</span> </button> <ul id="toc-Models-sublist" class="vector-toc-list"> <li id="toc-Organic_Inter-consumer_Influence_Model" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Organic_Inter-consumer_Influence_Model"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.1</span> <span>Organic Inter-consumer Influence Model</span> </div> </a> <ul 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href="https://cs.wikipedia.org/wiki/Word_of_Mouth_marketing" title="Word of Mouth marketing – Czech" lang="cs" hreflang="cs" data-title="Word of Mouth marketing" data-language-autonym="Čeština" data-language-local-name="Czech" class="interlanguage-link-target"><span>Čeština</span></a></li><li class="interlanguage-link interwiki-cy mw-list-item"><a href="https://cy.wikipedia.org/wiki/Marchnata_gair_da" title="Marchnata gair da – Welsh" lang="cy" hreflang="cy" data-title="Marchnata gair da" data-language-autonym="Cymraeg" data-language-local-name="Welsh" class="interlanguage-link-target"><span>Cymraeg</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Mundpropaganda" title="Mundpropaganda – German" lang="de" hreflang="de" data-title="Mundpropaganda" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-es mw-list-item"><a href="https://es.wikipedia.org/wiki/Marketing_de_boca_a_boca" title="Marketing de boca a boca – Spanish" lang="es" hreflang="es" data-title="Marketing de boca a boca" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D8%A8%D8%A7%D8%B2%D8%A7%D8%B1%DB%8C%D8%A7%D8%A8%DB%8C_%D8%AF%D9%87%D8%A7%D9%86%E2%80%8C%D8%A8%D9%87%E2%80%8C%D8%AF%D9%87%D8%A7%D9%86" title="بازاریابی دهان‌به‌دهان – Persian" lang="fa" hreflang="fa" data-title="بازاریابی دهان‌به‌دهان" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EA%B5%AC%EC%A0%84_%EB%A7%88%EC%BC%80%ED%8C%85" title="구전 마케팅 – Korean" lang="ko" hreflang="ko" data-title="구전 마케팅" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-hy mw-list-item"><a href="https://hy.wikipedia.org/wiki/%D4%B2%D5%A5%D6%80%D5%B6%D5%A5%D5%A2%D5%A5%D6%80%D5%A1%D5%B6_%D5%B4%D5%A1%D6%80%D6%84%D5%A5%D5%A9%D5%AB%D5%B6%D5%A3" title="Բերնեբերան մարքեթինգ – Armenian" lang="hy" hreflang="hy" data-title="Բերնեբերան մարքեթինգ" data-language-autonym="Հայերեն" data-language-local-name="Armenian" class="interlanguage-link-target"><span>Հայերեն</span></a></li><li class="interlanguage-link interwiki-id mw-list-item"><a href="https://id.wikipedia.org/wiki/Pemasaran_kata_dari_mulut" title="Pemasaran kata dari mulut – Indonesian" lang="id" hreflang="id" data-title="Pemasaran kata dari mulut" data-language-autonym="Bahasa Indonesia" data-language-local-name="Indonesian" class="interlanguage-link-target"><span>Bahasa Indonesia</span></a></li><li class="interlanguage-link interwiki-ja 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class="interlanguage-link-target"><span>Português</span></a></li><li class="interlanguage-link interwiki-ro mw-list-item"><a href="https://ro.wikipedia.org/wiki/Marketing_prin_viu_grai" title="Marketing prin viu grai – Romanian" lang="ro" hreflang="ro" data-title="Marketing prin viu grai" data-language-autonym="Română" data-language-local-name="Romanian" class="interlanguage-link-target"><span>Română</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3_%D0%B8%D0%B7_%D1%83%D1%81%D1%82_%D0%B2_%D1%83%D1%81%D1%82%D0%B0" title="Маркетинг из уст в уста – Russian" lang="ru" hreflang="ru" data-title="Маркетинг из уст в уста" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-uk mw-list-item"><a href="https://uk.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3_%D1%96%D0%B7_%D1%83%D1%81%D1%82_%D0%B2_%D1%83%D1%81%D1%82%D0%B0" title="Маркетинг із уст в уста – Ukrainian" lang="uk" hreflang="uk" data-title="Маркетинг із уст в уста" data-language-autonym="Українська" data-language-local-name="Ukrainian" class="interlanguage-link-target"><span>Українська</span></a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/Ti%E1%BA%BFp_th%E1%BB%8B_truy%E1%BB%81n_mi%E1%BB%87ng" title="Tiếp thị truyền miệng – Vietnamese" lang="vi" hreflang="vi" data-title="Tiếp thị truyền miệng" data-language-autonym="Tiếng Việt" data-language-local-name="Vietnamese" class="interlanguage-link-target"><span>Tiếng Việt</span></a></li><li class="interlanguage-link interwiki-zh-yue mw-list-item"><a href="https://zh-yue.wikipedia.org/wiki/%E5%8F%A3%E7%A2%91%E7%87%9F%E9%8A%B7" title="口碑營銷 – Cantonese" lang="yue" hreflang="yue" 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.sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar sidebar-collapse nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background: #ddf;"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th></tr><tr><td class="sidebar-above" style="border:none;"> <ul><li><a href="/wiki/Marketing_management" title="Marketing management">Management</a></li></ul></td></tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Key concepts</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Market_segmentation" title="Market segmentation">Segmentation</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Strategy</a></li> <li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based marketing</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Attribution_(marketing)" title="Attribution (marketing)">Attribution</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li> <li><a href="/wiki/Horizontal_integration" title="Horizontal integration">Horizontal integration</a></li> <li><a href="/wiki/Vertical_integration" title="Vertical integration">Vertical integration</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional content</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Ambush_marketing" title="Ambush marketing">Ambush marketing</a></li> <li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Corporate_anniversary" title="Corporate anniversary">Corporate anniversary</a></li> <li><a href="/wiki/Direct_marketing" title="Direct marketing">Direct marketing</a></li> <li><a href="/wiki/Franchising" title="Franchising">Franchising</a></li> <li><a href="/wiki/Label" title="Label">Label</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Music_on_hold" title="Music on hold">On-hold messaging</a></li> <li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></li> <li><a href="/wiki/Premium_(marketing)" title="Premium (marketing)">Premiums</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prizes</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Propaganda</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Sales promotion</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex in advertising</a></li> <li><a href="/wiki/Underwriting_spot" title="Underwriting spot">Underwriting spot</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional media</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li> <li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a class="mw-selflink selflink">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p><b>Word-of-mouth marketing</b> (<b>WOMM</b>, <b>WOM marketing</b>, also called <b>word-of-mouth advertising</b>) is the communication between consumers about a product, service, or company in which the sources are considered independent of direct commercial influence that has been actively influenced or encouraged as a marketing effort (e.g. 'seeding' a message in a network rewarding regular consumers to engage in WOM, employing WOM 'agents'). While it is difficult to truly control word of mouth communication, there are three generic avenues<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> to 'manage' word of mouth communication for the purpose of word-of-mouth marketing, including: </p> <ul><li>Building a strong WOM foundation (building <a href="/wiki/Brand_loyalty" title="Brand loyalty">brand loyalty</a>, trust and satisfaction)</li> <li>Indirect WOM management (<a href="/wiki/Advertising" title="Advertising">advertisement</a> and other promotional strategies)</li> <li>Direct WOMM management (<a href="/wiki/Viral_marketing" title="Viral marketing">viral marketing</a> and <a href="/wiki/Electronic_communication" class="mw-redirect" title="Electronic communication">electronic communication</a>)</li></ul> <p>The success of word-of-mouth marketing depends heavily on the nature of the <a href="/wiki/Loyalty_program" title="Loyalty program">loyalty rewards</a> used. When companies utilize poor <a href="/wiki/Incentive" title="Incentive">incentives</a> to motivate consumers or agents to spread positive word of mouth about products or brands, the campaigns backfire.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=1" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In the early 1970s, psychologist George Silverman pioneered word-of-mouth marketing by creating "<a href="/wiki/Teleconference" title="Teleconference">teleconferenced peer influence groups</a>" aimed at engaging physicians in discussions concerning new pharmaceutical products. Through his conduction of these focus groups, Silverman noted that physicians with positive experiences regarding a particular drug could influence skeptical peers, including a dissatisfied group of ex-prescribers who had negative experiences with the drug.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> </p><p>The emergence of <a href="/wiki/Web_2.0" title="Web 2.0">Web 2.0</a> brought about noteworthy changes in WOMM, with many web startups such as <a href="/wiki/Facebook" title="Facebook">Facebook</a>, <a href="/wiki/YouTube" title="YouTube">YouTube</a>, <a href="/wiki/MySpace" class="mw-redirect" title="MySpace">MySpace</a>, and <a href="/wiki/Digg" title="Digg">Digg</a> incorporating <a href="/wiki/Marketing_buzz" title="Marketing buzz">buzz marketing</a> into their platforms to leverage their social networks.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (July 2011)">citation needed</span></a></i>]</sup><sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (July 2011)">clarification needed</span></a></i>]</sup> This integration has amplified the power of word-of-mouth marketing, especially with the Internet serving as a primary research and communication platform. The Internet's role has simplified communication processes by eliminating barriers like distance and language, encouraging consumers to share their opinions readily and form communities, and sequentially strengthening word-of-mouth marketing. </p><p>In 2003, <a href="/wiki/Fred_Reichheld" title="Fred Reichheld">Fred Reichheld</a> introduced the <a href="/wiki/Net_promoter_score" title="Net promoter score">Net Promoter Score</a> as a word-of-mouth marketing strategy, assessing the number of promoters recommending a brand to others. This tactic emphasizes the importance of positive customer experiences in driving organic word-of-mouth marketing.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>In October 2005, the advertising watchdog group <a href="/wiki/Commercial_Alert" title="Commercial Alert">Commercial Alert</a> petitioned the United States <a href="/wiki/Federal_Trade_Commission" title="Federal Trade Commission">Federal Trade Commission</a> (FTC) to issue guidelines for paid word-of-mouth marketers, requiring them to disclose their relationship and compensation from the company whose product they promote.<sup id="cite_ref-Is_Influencer_Marketing_Ethical?_5-0" class="reference"><a href="#cite_note-Is_Influencer_Marketing_Ethical?-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> The FTC responded by committing to investigate cases where such relationships are undisclosed and could impact endorsements, pledging to take enforcement actions as necessary, including cease-and-desist orders, fines, or civil penalties.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> The Word of Mouth Marketing Association, a prominent US trade group representing numerous companies, has since adopted an ethics code prohibiting manufacturers from offering cash to consumers in exchange for recommendations or endorsements.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> </p><p>In 2008, PQ Media stated that companies spent $1.54 billion on word-of-mouth marketing, indicating a significant growth trend compared to traditional advertising channels. Within this, word-of-mouth marketing expenditure increased by 14.2% in 2008, with 30% allotted to food and drink brands.<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p><p>In December 2014, the <i><a href="/wiki/Journal_of_Advertising_Research" class="mw-redirect" title="Journal of Advertising Research">Journal of Advertising Research</a></i> found that 75% of all consumer conversations about brands happen face-to-face with merely 15% happening over the phone and just 10% taking place online.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2024)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading2"><h2 id="Factors">Factors</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=2" title="Edit section: Factors"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>According to the <i><a href="/wiki/Journal_of_Consumer_Psychology" title="Journal of Consumer Psychology">Journal of Consumer Psychology</a></i><sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> and <a href="/wiki/Jonah_Berger" title="Jonah Berger">Jonah Berger's</a> book <i>Contagious: Why Things Catch On</i>,<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> six key factors drive what people talk about and share.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> They are organized in an acronym called STEPPS, which stands for: </p> <ul><li><b><a href="/wiki/Social_currency" title="Social currency">Social currency</a></b> - The better something makes people look, the more likely they will be to share it.</li> <li><b><a href="/wiki/Top-of-mind_awareness" title="Top-of-mind awareness">Triggers</a></b> - Things that are top of mind or easily accessible are more likely to be talked about and shared.</li> <li><b><a href="/wiki/Emotion" title="Emotion">Emotion</a></b> - Strong emotions, especially high arousal emotions, increase the likelihood of sharing information.</li> <li><b><a href="/wiki/Public" title="Public">Public</a></b> - The more visible or observable something is, the more likely it is to be imitated and shared.</li> <li><b><a href="/wiki/Practical_reason" title="Practical reason">Practical value</a></b> - People share information that is useful, practical, or valuable to others.</li> <li><b><a href="/wiki/Story_(social_media)" title="Story (social media)">Stories</a></b> - Narratives or stories are powerful tools for conveying messages and ideas.</li></ul> <p>Additionally, as mentioned by Berger, interest plays an essential role in driving word-of-mouth communication.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> Andy Sernovitz supports this theory, stating that, “nobody talks about boring companies, boring products, or boring ads,”.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Models">Models</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=3" title="Edit section: Models"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Study into developing the concept of word-of-mouth marketing led to the emergence of various models underlying the word-of-mouth strategy. These models include the organic inter-consumer influence model, the linear marketer influence model, and the network coproduction model. </p> <div class="mw-heading mw-heading3"><h3 id="Organic_Inter-consumer_Influence_Model">Organic Inter-consumer Influence Model</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=4" title="Edit section: Organic Inter-consumer Influence Model"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The initial and most straightforward form of word-of-mouth marketing aligns with the Organic Inter-consumer Influence Model.<sup id="cite_ref-:0_14-0" class="reference"><a href="#cite_note-:0-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> In this model, organizations have no direct control over what consumers say about their products - it involves one consumer sharing their product reviews or customer service experiences with another. The primary motivation behind this model is for consumers to inform and caution potential buyers of a product out of genuine concern, not for personal gain.<sup id="cite_ref-:0_14-1" class="reference"><a href="#cite_note-:0-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Termed "organic," this model occurs naturally when consumers choose to share their experiences with a specific brand or product. </p> <div class="mw-heading mw-heading3"><h3 id="Linear_Marketer_Influence_Model">Linear Marketer Influence Model</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=5" title="Edit section: Linear Marketer Influence Model"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>As research progressed, marketers recognized the importance of "influential consumers",<sup id="cite_ref-:0_14-2" class="reference"><a href="#cite_note-:0-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> leading to the adoption of the linear marketer influence model. This model introduced the idea of influential customers initiating conversations with potential buyers regarding how a product benefits the consumer. It enables organizations to ensure that credible sources advocate for their brand and accurately present the value proposition to the <a href="/wiki/Target_consumer" class="mw-redirect" title="Target consumer">target consumer</a>.<sup id="cite_ref-:0_14-3" class="reference"><a href="#cite_note-:0-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> This can be achieved through <a href="/wiki/Targeted_advertising" title="Targeted advertising">targeted advertisements</a> and promotions via reputable sources that review the product.<sup id="cite_ref-:0_14-4" class="reference"><a href="#cite_note-:0-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Marketers found this model effective in mitigating the spread of negative opinions and attitudes about their products. </p> <div class="mw-heading mw-heading3"><h3 id="Network_Coproduction_Model">Network Coproduction Model</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=6" title="Edit section: Network Coproduction Model"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The Network Coproduction Model introduced "one-to-one seeding and communication programs", <sup id="cite_ref-:0_14-5" class="reference"><a href="#cite_note-:0-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> encouraging customer conversations about specific products through released product information.<sup id="cite_ref-:1_15-0" class="reference"><a href="#cite_note-:1-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> This word-of-mouth model primarily focuses on online activities, utilizing platforms like blogs and online communities to convey product messages. The network coproduction model allows marketers to manage and control online word-of-mouth activities.<sup id="cite_ref-:0_14-6" class="reference"><a href="#cite_note-:0-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Marketers use the network coproduction model to employ word-of-mouth marketing in several ways: </p> <ul><li><b><a href="/wiki/Seeding_trial" title="Seeding trial">Seeding</a></b> - Exemplifies how marketers leverage the network coproduction model of word-of-mouth marketing, using indirect and direct approaches. Seeding campaigns enable marketers to reach new consumer segments effectively, particularly in the early stages of a product's lifecycle, establishing and enhancing brand and product reputation.<sup id="cite_ref-:1_15-1" class="reference"><a href="#cite_note-:1-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-WOM_16-0" class="reference"><a href="#cite_note-WOM-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup></li> <li><b><a href="/wiki/Marketing_engineering" title="Marketing engineering">Engineering</a></b> - Marketers orchestrate conversations to generate buzz and increase WOM about an organization's products.<sup id="cite_ref-:1_15-2" class="reference"><a href="#cite_note-:1-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup></li> <li><b>Direct Seeding</b> - Selecting consumers and allowing them to <a href="/wiki/Product_sample" title="Product sample">sample products</a> that an organization has. This allows these selected customers to present their feelings towards these products through online communities or blogs.<sup id="cite_ref-:1_15-3" class="reference"><a href="#cite_note-:1-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="Techniques">Techniques</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=7" title="Edit section: Techniques"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Marketing_buzz">Marketing buzz</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=8" title="Edit section: Marketing buzz"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Marketing_buzz" title="Marketing buzz">Marketing buzz</a>, also known simply as "buzz", refers to the phenomenon in word-of-mouth marketing where consumers and users of a product or service contribute to amplifying the original marketing message.<sup id="cite_ref-thomas_17-0" class="reference"><a href="#cite_note-thomas-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> It can be described as a form of <a href="/wiki/Hype_(marketing)" title="Hype (marketing)">positive hype</a>,<sup id="cite_ref-hbr_18-0" class="reference"><a href="#cite_note-hbr-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> excitement, or anticipation surrounding a product or service among consumers. Achieving positive "buzz" is often a key goal of <a href="/wiki/Viral_marketing" title="Viral marketing">viral marketing</a>, <a href="/wiki/Public_relations" title="Public relations">public relations</a> efforts, and advertising campaigns on <a href="/wiki/Web_2.0" title="Web 2.0">Web 2.0</a> platforms. This term encompasses both the strategic execution of marketing techniques and the resulting positive sentiment and goodwill generated. </p><p>Products that generated strong marketing buzz upon their introduction include <a href="/wiki/Harry_Potter" title="Harry Potter">Harry Potter</a>, <a href="/wiki/Volkswagen_New_Beetle" title="Volkswagen New Beetle">the Volkswagen New Beetle</a>, <a href="/wiki/Pok%C3%A9mon" title="Pokémon">Pokémon</a>, <a href="/wiki/Beanie_Babies" title="Beanie Babies">Beanie Babies</a>, and <i><a href="/wiki/The_Blair_Witch_Project" title="The Blair Witch Project">The Blair Witch Project</a></i>. These products successfully leveraged various marketing strategies to create widespread excitement and positive associations among consumers, highlighting the power and impact of generating effective marketing buzz.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2024)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading3"><h3 id="Viral_effects">Viral effects</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=9" title="Edit section: Viral effects"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Viral_marketing" title="Viral marketing">Viral marketing</a> and viral advertising are <a href="/wiki/Buzzword" title="Buzzword">buzzwords</a> referring to <a href="/wiki/Marketing" title="Marketing">marketing</a> techniques that use pre-existing <a href="/wiki/Social_network" title="Social network">social networks</a> to boost <a href="/wiki/Brand_awareness" title="Brand awareness">brand awareness</a> or achieve marketing goals like increased product sales through self-replicating <a href="/wiki/Viral_phenomenon" title="Viral phenomenon">viral</a> processes, analogous to the spread of a virus. These methods can be amplified by word-of-mouth or enhanced through Internet network effects.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> Viral campaigns can manifest as various content formats such as <a href="/wiki/Video_clip" title="Video clip">video clips</a>, <a href="/wiki/Video_game" title="Video game">interactive games</a>, <a href="/wiki/Ebook" title="Ebook">ebooks</a>, <a href="/wiki/Brandable_software" title="Brandable software">brandable software</a>, <a href="/wiki/Image" title="Image">images</a>, or <a href="/wiki/Text_messaging" title="Text messaging">text messages</a>. Successful viral marketing aims to target individuals with high <a href="/wiki/Social_networking_potential" class="mw-redirect" title="Social networking potential">social networking potential</a> (SNP) and create compelling <a href="/wiki/Viral_message" title="Viral message">viral messages</a> that resonate within this group. However, it's worth noting that the term "viral marketing" also carries negative connotations, referring to deceptive practices like <a href="/wiki/Stealth_marketing" class="mw-redirect" title="Stealth marketing">stealth marketing</a> and <a href="/wiki/Astroturfing" title="Astroturfing">astroturfing</a> to simulate organic word-of-mouth enthusiasm.<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Analysis">Analysis</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=10" title="Edit section: Analysis"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Consumers promote brands through word-of-mouth based on social, functional, and emotional factors.<sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> The <i><a href="/wiki/Journal_of_Marketing_Research" title="Journal of Marketing Research">Journal of Marketing Research</a></i> identified thirteen brand characteristics that stimulate WOM:<sup id="cite_ref-Lovett_22-0" class="reference"><a href="#cite_note-Lovett-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> </p> <ul><li>Age of the brand in the marketplace, fostering emotional connections and reliability perceptions</li> <li>Type of good, influencing recommendations based on the product and different usage scenarios</li> <li>Complexity, explaining the product's usage or effectiveness</li> <li>Knowledge of a brand, including its history, purpose, and future success</li> <li>Differentiation among similar products, utilizing consumer experiences to aid decision-making</li> <li>Relevance of a brand to a broad audience</li> <li>Quality and esteem associated with a brand</li> <li><a href="/wiki/Premium_(marketing)" title="Premium (marketing)">Premium offers</a>, including special packaging and/or seasonal deals that stimulate WOM<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Visibility, enhancing brand recognition and recall</li> <li>Excitement for new products or innovations, driving anticipation and discussion</li> <li><a href="/wiki/Customer_satisfaction" title="Customer satisfaction">Satisfaction levels</a>, reflecting upon positive or negative experiences shared through WOM</li> <li><a href="/wiki/Risk_perception" title="Risk perception">Perceived risks</a>, cautioning against counterfeit products or deceptive marketing</li> <li>Involvement of consumers in brand experiences</li></ul> <p>While social and functional play a significant role in online WOM promotion, offline WOM is primarily driven by emotional factors. </p> <div class="mw-heading mw-heading2"><h2 id="Advantages_and_disadvantages">Advantages and disadvantages</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=11" title="Edit section: Advantages and disadvantages"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Advantages">Advantages</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=12" title="Edit section: Advantages"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Word-of-mouth marketing plays a crucial role in amplifying the impact of an advertising campaign by effectively navigating consumers' defenses and encouraging discussions about a specific product. Marketers value WOMM for its ability to analyze personal networks, which are driven by genuine experiences rather than organizational motives.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2024)">citation needed</span></a></i>]</sup> </p><p>One notable advantage of word-of-mouth marketing is its reliance on personal recommendations, fostering trust and authenticity in consumers' perceptions. Positive feedback from trusted sources boost consumers' willingness to try a product or service, enhancing overall campaign effectiveness.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2024)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading3"><h3 id="Disadvantages">Disadvantages</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=13" title="Edit section: Disadvantages"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Word-of-mouth marketing is not favored by everyone, particularly in today's digital landscape. Online platforms allow not only positive but also negative reviews to spread rapidly,<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> potentially undermining brand perception and consumer attitudes. Negative word-of-mouth can have a more significant impact on purchase intentions compared to positive feedback, highlighting the delicate balance in managing brand reputation.<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> </p><p>Another issue arises when consumers perceive <a href="/wiki/Manipulation_(psychology)" title="Manipulation (psychology)">manipulation</a> or hidden agendas behind word-of-mouth recommendations.<sup id="cite_ref-:2_26-0" class="reference"><a href="#cite_note-:2-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> Discovering that influencers have vested interests in promoting a product can lead to skepticism and negative shifts in attitude, ultimately affecting brand reputation negatively.<sup id="cite_ref-:2_26-1" class="reference"><a href="#cite_note-:2-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> </p><p>Similarly, engineered word-of-mouth campaigns by internet-focused companies face scrutiny for their perceived artificiality and invasion of privacy, further complicating the dynamics of <a href="/wiki/Consumer_trust" class="mw-redirect" title="Consumer trust">consumer trust</a> and perception in marketing strategies.<sup id="cite_ref-WOM_16-1" class="reference"><a href="#cite_note-WOM-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=14" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239009302">.mw-parser-output .portalbox{padding:0;margin:0.5em 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marketing</a></li> <li><a href="/wiki/Guerrilla_marketing" title="Guerrilla marketing">Guerrilla marketing</a></li> <li><a href="/wiki/User-generated_content" title="User-generated content">User-generated content</a></li> <li><a href="/wiki/Online_brand_defense" title="Online brand defense">Online brand defense</a> - A type of consumer behavior that has been considered creating significant impact on word-of-mouth</li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Word-of-mouth_marketing&action=edit&section=15" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFLangHyde2013" class="citation journal cs1">Lang, Bodo; Hyde, Ken (2013). <a rel="nofollow" class="external text" href="http://jcsdcb.com/index.php/JCSDCB/article/view/136">"Word of mouth: what we know and what we have yet to learn"</a>. <i>Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior</i>. <b>26</b>: 1–18.</cite><span 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href="/wiki/Mass_media" title="Mass media">Media</a></li> <li><a href="/wiki/Obfuscation" title="Obfuscation">Obfuscation</a></li> <li><a href="/wiki/Orwellian" title="Orwellian">Orwellian</a></li> <li><a href="/wiki/Persuasion" title="Persuasion">Persuasion</a></li> <li><a href="/wiki/Manipulation_(psychology)" title="Manipulation (psychology)">Manipulation (psychology)</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Activism" title="Activism">Activism</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Advocacy" title="Advocacy">Advocacy</a> <ul><li><a href="/wiki/Advocacy_group" title="Advocacy group">group</a></li></ul></li> <li><a href="/wiki/Alternative_media" title="Alternative media">Alternative media</a></li> <li><a href="/wiki/Boycott" title="Boycott">Boycott</a></li> <li><a href="/wiki/Call-out_culture" class="mw-redirect" title="Call-out culture">Call-out culture</a></li> <li><a href="/wiki/Cancel_culture" title="Cancel culture">Cancel culture</a></li> <li><a href="/wiki/Civil_disobedience" title="Civil disobedience">Civil disobedience</a></li> <li><a href="/wiki/Culture_jamming" title="Culture jamming">Culture jamming</a></li> <li><a href="/wiki/Political_demonstration" title="Political demonstration">Demonstrations</a></li> <li><a href="/wiki/Deplatforming" title="Deplatforming">Deplatforming</a></li> <li><a href="/wiki/Grassroots" title="Grassroots">Grassroots</a></li> <li><a href="/wiki/Guerrilla_communication" title="Guerrilla communication">Guerrilla communication</a></li> <li><a href="/wiki/Hacktivism" title="Hacktivism">Hacktivism</a></li> <li><a href="/wiki/Internet_activism" title="Internet activism">Internet</a></li> <li><a href="/wiki/Media_activism" title="Media activism">Media</a></li> <li><a href="/wiki/Occupation_(protest)" title="Occupation (protest)">Occupations</a></li> <li><a href="/wiki/Petition" title="Petition">Petitions</a></li> <li><a href="/wiki/Protest" title="Protest">Protests</a></li> <li><a href="/wiki/Youth_activism" title="Youth activism">Youth</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Advertising" title="Advertising">Advertising</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Billboard" title="Billboard">Billboards</a></li> <li><a href="/wiki/False_advertising" title="False advertising">False</a></li> <li><a href="/wiki/Infomercial" title="Infomercial">Infomercials</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobiles</a></li> <li><a href="/wiki/Promotional_model" title="Promotional model">Modeling</a></li> <li><a href="/wiki/Radio_advertisement" title="Radio advertisement">Radio</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex</a></li> <li><a href="/wiki/Advertising_slogan" title="Advertising slogan">Slogans</a></li> <li><a href="/wiki/Testimonial" title="Testimonial">Testimonials</a></li> <li><a href="/wiki/Television_advertisement" title="Television advertisement">TV</a></li> <li><a href="/wiki/Criticism_of_advertising" title="Criticism of advertising">Criticism of advertising</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><div class="hlist"><ul><li><a href="/wiki/Censorship" title="Censorship">Censorship</a></li><li><a href="/wiki/Media_regulation" class="mw-redirect" title="Media regulation">Media regulation</a></li></ul></div></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Book_censorship" title="Book censorship">Books</a></li> <li><a href="/wiki/Broadcast_law" title="Broadcast law">Broadcast law</a></li> <li><a href="/wiki/Burning_of_books_and_burying_of_scholars" title="Burning of books and burying of scholars">Burying of scholars</a></li> <li><a href="/wiki/Catch_and_kill" title="Catch and kill">Catch and kill</a></li> <li><a href="/wiki/Corporate_censorship" title="Corporate censorship">Corporate</a></li> <li><a href="/wiki/Cover-up" title="Cover-up">Cover-ups</a></li> <li><a href="/wiki/Euphemism" title="Euphemism">Euphemism</a></li> <li><a href="/wiki/Film_censorship" title="Film censorship">Films</a></li> <li><a href="/wiki/Historical_negationism" title="Historical negationism">Historical negationism</a></li> <li><a href="/wiki/Internet_censorship" title="Internet censorship">Internet</a></li> <li><a href="/wiki/Political_censorship" title="Political censorship">Political</a></li> <li><a href="/wiki/Religious_censorship" title="Religious censorship">Religious</a></li> <li><a href="/wiki/Self-censorship" title="Self-censorship">Self</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Hoax" title="Hoax">Hoaxing</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Alternative_facts" title="Alternative facts">Alternative facts</a></li> <li><a href="/wiki/April_Fools%27_Day" title="April Fools' Day">April Fools'</a></li> <li><a href="/wiki/Deepfake" title="Deepfake">Deepfake</a></li> <li><a href="/wiki/Fake_news" title="Fake news">Fake news</a> <ul><li><a href="/wiki/Fake_news_website" title="Fake news website">websites</a></li></ul></li> <li><a href="/wiki/Fakelore" class="mw-redirect" title="Fakelore">Fakelore</a></li> <li><a href="/wiki/False_document" title="False document">False document</a></li> <li><a href="/wiki/Fictitious_entry" title="Fictitious entry">Fictitious entries</a></li> <li><a href="/wiki/Firehose_of_falsehood" title="Firehose of falsehood">Firehose of falsehood</a></li> <li><a href="/wiki/Forgery" title="Forgery">Forgery</a></li> <li><a href="/wiki/Gaslighting" title="Gaslighting">Gaslighting</a></li> <li><a href="/wiki/List_of_hoaxes" title="List of hoaxes">List</a></li> <li><a href="/wiki/Literary_forgery" title="Literary forgery">Literary</a></li> <li><a href="/wiki/Lying_press" title="Lying press">Lying press</a></li> <li><a href="/wiki/Photograph_manipulation" title="Photograph manipulation">Photograph manipulation</a></li> <li><a href="/wiki/Racial_hoax" title="Racial hoax">Racial</a></li> <li><a href="/wiki/Urban_legends_and_myths" class="mw-redirect" title="Urban legends and myths">Urban legend</a></li> <li><a href="/wiki/Virus_hoax" title="Virus hoax">Virus</a></li> <li><a href="/wiki/Video_manipulation" title="Video manipulation">Video manipulation</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Market_research" title="Market research">Research</a></li> <li><a class="mw-selflink selflink">Word of mouth</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/News_media" title="News media">News media</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Agenda-setting_theory" title="Agenda-setting theory">Agenda-setting</a></li> <li><a href="/wiki/News_broadcasting" title="News broadcasting">Broadcasting</a></li> <li><a href="/wiki/Media_circus" title="Media circus">Circus</a></li> <li><a href="/wiki/24-hour_news_cycle" title="24-hour news cycle">Cycle</a></li> <li><a href="/wiki/Emotive_conjugation" title="Emotive conjugation">Emotive conjugation</a></li> <li><a href="/wiki/False_balance" title="False balance">False balance</a></li> <li><a href="/wiki/Infotainment" title="Infotainment">Infotainment</a></li> <li><a href="/wiki/Managing_the_news" title="Managing the news">Managing</a></li> <li><a href="/wiki/Narcotizing_dysfunction" title="Narcotizing dysfunction">Narcotizing dysfunction</a></li> <li><a href="/wiki/Newspeak" title="Newspeak">Newspeak</a></li> <li><a href="/wiki/Media_event" title="Media event">Pseudo-event</a></li> <li><a href="/wiki/Media_scrum" title="Media scrum">Scrum</a></li> <li><a href="/wiki/Sensationalism" title="Sensationalism">Sensationalism</a></li> <li><a href="/wiki/Tabloid_journalism" title="Tabloid journalism">Tabloid journalism</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Political_campaign" title="Political campaign">Political campaigning</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Campaign_advertising" title="Campaign advertising">Advertising</a></li> <li><a href="/wiki/Astroturfing" title="Astroturfing">Astroturfing</a></li> <li><a href="/wiki/Attack_ad" title="Attack ad">Attack ad</a></li> <li><a href="/wiki/Canvassing" title="Canvassing">Canvassing</a></li> <li><a href="/wiki/Character_assassination" title="Character assassination">Character assassination</a></li> <li><a href="/wiki/Dog_whistle_(politics)" title="Dog whistle (politics)">Dog whistle</a></li> <li><a href="/wiki/Election_promise" title="Election promise">Election promises</a></li> <li><a href="/wiki/Lawn_sign" title="Lawn sign">Lawn signs</a></li> <li><a href="/wiki/Party_platform" title="Party platform">Party platforms (or manifestos)</a></li> <li><a href="/wiki/Name_recognition" title="Name recognition">Name recognition</a></li> <li><a href="/wiki/Negative_campaigning" title="Negative campaigning">Negative</a></li> <li><a href="/wiki/Push_poll" title="Push poll">Push polling</a></li> <li><a href="/wiki/Smear_campaign" title="Smear campaign">Smear campaign</a></li> <li><a href="/wiki/Wedge_issue" title="Wedge issue">Wedge issue</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Propaganda" title="Propaganda">Propaganda</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Bandwagon_effect" title="Bandwagon effect">Bandwagon</a></li> <li><a href="/wiki/Big_lie" title="Big lie">Big lie</a></li> <li><a href="/wiki/Crowd_manipulation" title="Crowd manipulation">Crowd manipulation</a></li> <li><a href="/wiki/Disinformation" title="Disinformation">Disinformation</a></li> <li><a href="/wiki/Fearmongering" title="Fearmongering">Fearmongering</a></li> <li><a href="/wiki/Framing_(social_sciences)" title="Framing (social sciences)">Framing</a></li> <li><a href="/wiki/Indoctrination" title="Indoctrination">Indoctrination</a></li> <li><a href="/wiki/Loaded_language" title="Loaded language">Loaded language</a></li> <li><a href="/wiki/National_myth" title="National myth">National mythology</a></li> <li><a href="/wiki/Rally_%27round_the_flag_effect" title="Rally 'round the flag effect">Rally 'round the flag effect</a></li> <li><a href="/wiki/Propaganda_techniques" title="Propaganda techniques">Techniques</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Psychological_warfare" title="Psychological warfare">Psychological warfare</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Airborne_leaflet_propaganda" title="Airborne leaflet propaganda">Airborne leaflets</a></li> <li><a href="/wiki/False_flag" title="False flag">False flag</a></li> <li><a href="/wiki/Fifth_column" title="Fifth column">Fifth column</a></li> <li><a href="/wiki/Information_warfare" title="Information warfare">Information (IT)</a></li> <li><a href="/wiki/Lawfare" title="Lawfare">Lawfare</a></li> <li><a href="/wiki/Political_warfare" title="Political warfare">Political</a></li> <li><a href="/wiki/Public_diplomacy" title="Public diplomacy">Public diplomacy</a></li> <li><a href="/wiki/Sedition" title="Sedition">Sedition</a></li> <li><a href="/wiki/Subversion" title="Subversion">Subversion</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Public_relations" title="Public relations">Public relations</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Cult_of_personality" title="Cult of personality">Cult of personality</a></li> <li><a href="/wiki/Doublespeak" title="Doublespeak">Doublespeak</a></li> <li><a href="/wiki/Non-apology_apology" title="Non-apology apology">Non-apology apology</a></li> <li><a href="/wiki/Reputation_management" title="Reputation management">Reputation management</a></li> <li><a href="/wiki/Slogan" title="Slogan">Slogans</a></li> <li><a href="/wiki/Sound_bite" title="Sound bite">Sound bites</a></li> <li><a href="/wiki/Spin_(propaganda)" title="Spin (propaganda)">Spin</a></li> <li><a href="/wiki/Transfer_(propaganda)" title="Transfer (propaganda)">Transfer</a></li> <li><a href="/wiki/Understatement" title="Understatement">Understatement</a></li> <li><a href="/wiki/Weasel_word" title="Weasel word">Weasel words</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Corporate propaganda</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Sales" title="Sales">Sales</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Cold_calling" title="Cold calling">Cold calling</a></li> <li><a href="/wiki/Door-to-door" title="Door-to-door">Door-to-door</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstrations</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Promotion</a> <ul><li><a href="/wiki/Spaving" title="Spaving">Spaving</a></li></ul></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Telemarketing" title="Telemarketing">Telemarketing</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Related</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Influence-for-hire" title="Influence-for-hire">Influence-for-hire</a></li> <li><a href="/wiki/Media_bias" title="Media bias">Media bias</a> <ul><li><a href="/wiki/Media_bias_in_the_United_States" title="Media bias in the United States">United States</a></li></ul></li> <li><a href="/wiki/Concentration_of_media_ownership" title="Concentration of media ownership">Media concentration</a></li> <li><a href="/wiki/Media_democracy" title="Media democracy">Media democracy</a></li> <li><a href="/wiki/Media_ecology" title="Media ecology">Media ecology</a></li> <li><a href="/wiki/Media_ethics" title="Media ethics">Media ethics</a></li> <li><a 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