Search Envy Icon


Word of Mouth (WOM)

Word of Mouth (WOM)

Word of Mouth (WOM) is a powerful form of communication where information, ideas, and opinions about products, services, or brands are passed from person to person through oral means, rather than through formal channels like advertising or marketing campaigns. It relies on personal recommendations, reviews, and conversations among consumers, making it a highly trusted and influential source of information.

TL;DR What is Word of Mouth (WOM)?

Word of Mouth (WOM) refers to the spread of information, recommendations, or opinions about products, services, or brands through informal channels, such as conversations between individuals. It is a powerful tool in marketing, relying on personal recommendations to influence consumer behavior.


Word of Mouth (WOM) is crucial in the realm of marketing as it is often considered one of the most effective forms of promotion. Unlike traditional advertising methods, which may be perceived as biased or self-serving, WOM relies on the genuine experiences and opinions of consumers, making it highly trustworthy. It can significantly impact purchasing decisions, brand perception, and customer loyalty.

Examples/Use Cases

  • A friend recommending a new restaurant they enjoyed to their peers.
  • Social media influencers sharing positive experiences with a particular skincare product.
  • Online reviews influencing potential customers’ decisions to purchase a book from a specific author.


  • Marketing
  • Consumer Behavior
  • Branding
  • Communication
  • Social Media



  • Oral Communication
  • Buzz Marketing



Key Components/Features

  • Personal Recommendations
  • Informal Communication Channels
  • Trust and Credibility
  • Authenticity
  • Influence on Consumer Behavior

Related Terms

  • Viral Marketing
  • Influencer Marketing
  • Referral Marketing
  • Brand Advocacy
  • Social Proof

Tips/Best Practices:

  1. Encourage satisfied customers to share their experiences with others.
  2. Build strong relationships with consumers to increase the likelihood of positive word-of-mouth.
  3. Provide exceptional products or services that naturally generate buzz.
  4. Monitor online conversations and engage with customers to address any concerns or feedback.
  5. Incentivize referrals or reviews to encourage word-of-mouth promotion.

Further Reading/Resources

  • “Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger
  • “The Anatomy of Buzz: How to Create Word of Mouth Marketing” by Emanuel Rosen
  • “Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth” by Jay Baer and Daniel Lemin


What makes Word of Mouth (WOM) so influential in marketing?

Word of Mouth (WOM) is highly influential because it originates from trusted sources, such as friends, family, or online communities. People are more likely to believe recommendations from those they know or perceive as credible, making WOM a powerful tool for shaping consumer behavior.

How can businesses encourage positive Word of Mouth (WOM)?

Businesses can encourage positive WOM by delivering exceptional products or services that exceed customer expectations. Additionally, fostering strong relationships with customers, actively seeking feedback, and providing incentives for referrals or reviews can help stimulate word-of-mouth promotion.

Is Word of Mouth (WOM) more effective than traditional advertising?

In many cases, Word of Mouth (WOM) can be more effective than traditional advertising. Unlike advertisements, which are often seen as promotional and biased, WOM relies on genuine experiences and recommendations from trusted sources, making it more persuasive and impactful in influencing consumer decisions.

How can businesses monitor and manage Word of Mouth (WOM)?

Businesses can monitor and manage WOM by actively listening to conversations on social media platforms, review websites, and forums. By staying engaged with customers, addressing any concerns or negative feedback promptly, and leveraging positive testimonials, businesses can effectively manage their online reputation and encourage positive WOM.

Can negative Word of Mouth (WOM) be detrimental to a business?

Yes, negative Word of Mouth (WOM) can have significant repercussions for a business, as it can tarnish its reputation and deter potential customers. It’s essential for businesses to address negative feedback proactively, resolve customer issues, and strive to deliver exceptional experiences to mitigate the impact of negative WOM.

Leave a Reply

Your email address will not be published. Required fields are marked *

Glossary Quicklinks



Table of Contents