Blackwell Reference Online

Extract

Word‐of‐mouth communication is a non‐commercial form of marketing communication ( see marketing communications ) where the sender of the message is assisted by intermediaries in attempting to reach the target buyer/customer/consumer. Opinion leaders may benefit an organization with positive word‐of‐mouth communications, but there is a danger that word‐of‐mouth may be detrimental to the organization and its products or services as a result of poor experiences of the intermediary. Word‐of‐mouth communications may or may not be solicited; they are often regarded as being more reliable because of the perception that the communicator does not have a vested interest in the subject of the communications; and intermediaries with negative experience(s) can be particularly active and effective. See also interpersonal communications ; two‐step flow model ... log in or subscribe to read full text