Word-of-Mouth Marketing

Abstract

People tend to rely on the recommendations of people they know more than any other advertisement medium. Friend-recommendation and online reviews are the primary criteria considered before making most purchase decisions. Increase in the number of media channels, having too many product options to choose from and the massive amount of advertisement pieces lead the way to the success of word of mouth once again. With recent developments in technology and increase in the number of social media tools and users, word-of-mouth marketing (WOMM) became more important than ever. There are many ways to empower positive word of mouth on behalf of corporate brands. The present chapter aims to summarise the key points of WOMM and provide the readers with a roadmap and tools for successful WOMM applications.

Citation

Tavukçuoğlu, R.T. (2018), "Word-of-Mouth Marketing", Ozturkcan, S. and Okan, E.Y. (Ed.) Marketing Management in Turkey (Marketing in Emerging Markets), Emerald Publishing Limited, Leeds, pp. 321-349. https://doi.org/10.1108/978-1-78714-557-320181022