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Discuss the role of word-of-mouth communication in marketing What research on WOM is most relevant to those who seek to influence others WORD OF MOUTH Paid advertising is an important means to obtain customer response but your reputation is built primarily by the referrals your champion customers make for you when they recommend your products and services to others M E Cafferky Background People like to talk to each other They discuss new and existing products and services political situation in Iraq and Chechnya christmas discounts in the nearest corner shop or Tesco last TV show and much more People share their information with each other not only because they think that it could be useful to others but also because there is necessity to express their feelings opinion Some people talk more then others and some listened more then others So there are opinion leaders who actively spread messages to their opinion followers Marketers are well aware about potent and power of Word of Mouth WOM WOM refers to a situation where one party learns about a product or service second hand from another party who has knowledge of it Smith 1999 People predisposed to talk about negative facts and experience rather then about positive This opinion can be supported by Wright 1974 found that negative information had more influence than positive on the belief structures of recipients A number of further researches even proved that positive WOM has the weight four times less that negative WOM Kroloff 1988 Merriam formula Research and Evidences Companies heavily rely on advertisements to promote their productsservices An organization may spend a lot of money to promote features of one or more of their productsservices Advertisements can make or break a product But advertising is not the only method that can help businesses effectively sell their products to customers Word-of-mouth dissemination of positive and negative information among potential customers can also lead to a
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