Word of mouth communication
DESCRIPTION
Communication by and among consumers about particular product or service offerings, promotions, firms, or markets that is generally informal and frequently person to person.
Communication by and among consumers about particular product or service offerings, promotions, firms, or markets that is generally informal and frequently person to person.
KEY INSIGHTS
Word-of-mouth (or WoM) communication among consumers regarding a particular product or service offering, promotion, firm, or market typically involves verbal and informal person-to-person communication. However, the scope of word-of-mouth communication also includes communication by electronic means such as e-mail, blogs, and message boards on the World Wide Web. Such communication may emphasize users’ experiences with products or services, opinions of them, recommendations, or it may consist solely of unbiased information. Word-ofmouth communication may be characterized as being positive/negative, favorable/unfavorable, or indifferent. Positive word-of-mouth communication can be viewed as the addition of a free flow of information which augments the flow of information provided by advertising. Negative word-of-mouth communication may take many forms including communication of unsatisfactory experiences or adverse rumors about a brand, offering, firm, or industry.
Word-of-mouth (or WoM) communication among consumers regarding a particular product or service offering, promotion, firm, or market typically involves verbal and informal person-to-person communication. However, the scope of word-of-mouth communication also includes communication by electronic means such as e-mail, blogs, and message boards on the World Wide Web. Such communication may emphasize users’ experiences with products or services, opinions of them, recommendations, or it may consist solely of unbiased information. Word-ofmouth communication may be characterized as being positive/negative, favorable/unfavorable, or indifferent. Positive word-of-mouth communication can be viewed as the addition of a free flow of information which augments the flow of information provided by advertising. Negative word-of-mouth communication may take many forms including communication of unsatisfactory experiences or adverse rumors about a brand, offering, firm, or industry.
KEYWORDS Verbal communication, informal communication
IMPLICATIONS
Knowledge of the type of information communicated via word of mouth is often considered important to marketers since, for many products and services, negative word-of-mouth communication is more common than positive communication. In addition, since unfavorable information tends to carry more weight than favorable information among prospective consumers for many products and services, marketing managers should strive to actively monitor as well as influence both the type and level of word-of-mouth communication.
Knowledge of the type of information communicated via word of mouth is often considered important to marketers since, for many products and services, negative word-of-mouth communication is more common than positive communication. In addition, since unfavorable information tends to carry more weight than favorable information among prospective consumers for many products and services, marketing managers should strive to actively monitor as well as influence both the type and level of word-of-mouth communication.
APPLICATION AREAS AND FURTHER READINGS
Services Marketing
Mangold, W. G., Miller, F., and Brockway, G. R. (1999). ‘Word-of-Mouth Communication in the Service Marketplace,’ Journal of Services Marketing, 13(1), 73–89.
Mangold, W. G., Miller, F., and Brockway, G. R. (1999). ‘Word-of-Mouth Communication in the Service Marketplace,’ Journal of Services Marketing, 13(1), 73–89.
Harrison-Walker, L. Jean (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.
Marketing Research
Godes, D., and Mayzlin, D. (2004). ‘Using Online Conversations to Study Word-of- Mouth Communication,’ Marketing Science, 23(4), 545–560.
Godes, D., and Mayzlin, D. (2004). ‘Using Online Conversations to Study Word-of- Mouth Communication,’ Marketing Science, 23(4), 545–560.
BIBLIOGRAPHY
Ellison, G., and Fudenberg, D. (1995). ‘Word-of-Mouth Communication and Social Learning,’ Quarterly Journal of Economics, 110, 93–126.
Ellison, G., and Fudenberg, D. (1995). ‘Word-of-Mouth Communication and Social Learning,’ Quarterly Journal of Economics, 110, 93–126.
Engel, James F., Kegerreis, Robert J., and Blackwell, Roger D. (1969). ‘Word-of- Mouth Communication by the Innovator,’ Journal of Marketing, 33(3), July, 15–19.