Word-Of-Mouth Marketing

Word-of-mouth marketing (WOMM, WOM marketing), also called word of mouth advertising, differs from naturally occurring WOM, in that it is actively influenced or encouraged by organisations (e.g. 'seeding' a message in a network, rewarding regular consumers to enage in WOM, employing WOM 'agents'). While it is difficult to truly control WOM, research has shown that there are three generic avenues to 'manage' WOM for the purpose of WOMM: 1) Build a strong WOM foundation (e.g. sufficient levels of satisfaction, trust and commitment), 2) Indirect WOMM management which implies that managers only have a moderate amount of control (e.g.
Posts about Word-Of-Mouth Marketing
  • 3 Ways to Turn Your Customers Into an Effective Marketing Channel

    … that is more effective than any other form of advertising. Aye Moah, Boomerang’s chief of product, wrote about how we use our paywall to have positive interactions with users. But we also use it to incentivize customers to recommend Boomerang to their Twitter followers. We wanted to see how effective this marketing strategy was, so we did some research. Our…

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