Word-of-Mouth Marketing

Word-of-Mouth Marketing: Winning Friends and Influencing Customers

More and more, consumers are relying
on advice from friends, family and even strangers to make purchase
decisions, select physicians, choose travel destinations and pick
politicians to vote for. Already, 64 million US adults regularly share
advice on products or services, and over 25 million of them wield their
influence online.

The Word-of-Mouth Marketing report explores the not-so-new but increasingly important phenomenon of consumer recommendations—and warnings.


Today, consumers have more ways to wield their influence and
opinion than ever before, but word-of-mouth is a double-edged sword for

Unfortunately, the more companies try to control or direct word-of-mouth, the greater their risk of failure.


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