Word of mouth, often abbreviated as WOM, refers to the informal communication between consumers about the characteristics, benefits, or experiences associated with using a product or service. It is a powerful marketing force that can significantly influence consumer behavior and perceptions. Unlike traditional advertising, which is a paid and controlled promotional strategy, word of mouth is organic and stems from the genuine experiences and opinions of customers. It can happen in person, over the phone, or through digital means such as social media, blogs, forums, and online reviews. Word of mouth is particularly valuable to marketers because it is perceived as more trustworthy and credible since it typically originates from friends, family, or acquaintances rather than from the brand itself. Positive word of mouth can lead to increased brand awareness, customer acquisition, and loyalty, while negative word of mouth can harm a brand’s reputation and sales. Consequently, many marketing strategies aim to stimulate positive word of mouth by creating exceptional customer experiences, encouraging user-generated content, engaging with consumers online, and implementing referral programs.
