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What is Word of Mouth

Chapter 10
Consumer Experience and Decision-Making in the Metaverse
Word-of-mouth marketing (or WOM marketing) is when a consumer's interest in a company's product or service is reflected in their daily dialogues.
Published in Chapter:
Management of Customer Relationships: Strategies and Initiatives
Pratap Chandra Mandal (Indian Institute of Management, Shillong, India)
Copyright: © 2024 |Pages: 23
DOI: 10.4018/979-8-3693-4167-4.ch010
Abstract
It is imperative for companies to develop and manage customer relationships effectively. The objective of the study is to analyze the effective management of customer relationships by companies. The methodology adopted is a conceptual analysis of the various strategies and initiatives adopted by companies for managing customer relationships. Companies customize and personalize their offerings with the help of permission marketing and engagement marketing. They empower their customers, manage customer word of mouth, and deal with customer complaints effectively. Academicians may analyze the existing strategies and initiatives and suggest effective strategies and initiatives for management of customer relationships. Practicing managers may evaluate the existing strategies and initiatives and implement effective strategies and initiatives in future. All these will enable companies to develop strong bondage with their customers, to manage customer relationships effectively, and to achieve business excellence in the long run.
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Chapter 8
Modelling Socio-Digital Customer Relationship Management in the Hospitality Sector During the Pandemic Time
Informal, person-to-person communication between a perceived non-commercial communicator and a receiver concerning a brand, a product, an organisation, or a service.
Published in Chapter: Modelling Socio-Digital Customer Relationship Management in the Hospitality Sector During the Pandemic Time; From: Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era
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Chapter 21
CRM in Fashion Retail: Building Store Loyalty through Store Trust
A type of verbal communication regarding a product or service.
Published in Chapter: CRM in Fashion Retail: Building Store Loyalty through Store Trust; From: Handbook of Research on Global Fashion Management and Merchandising
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Chapter 10
Digital Marketing and Grocery Retailing Evidence From a Large Retailer in Italy and Belarus
The characteristic of customers to share knowledge and discoveries regarding market offers by means of specific conversations about their impressions of the products.
Published in Chapter: Digital Marketing and Grocery Retailing Evidence From a Large Retailer in Italy and Belarus; From: Global Campaigning Initiatives for Socio-Economic Development
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Chapter 17
The Role of WOM in Affecting the Intention to Purchase Online: A Comparison Among Traditional vs. Electronic WOM in the Tourism Industry
An oral, person-to-person communication between a receiver and a communicator whom the receiver perceives as non-commercial, regarding a brand, product, or service.
Published in Chapter: The Role of WOM in Affecting the Intention to Purchase Online: A Comparison Among Traditional vs. Electronic WOM in the Tourism Industry; From: Exploring the Power of Electronic Word-of-Mouth in the Services Industry
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Chapter 15
Gamification or How to Make a “Green” Behavior Become a Habit
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Chapter 8
Association between Web Semantics and Geographical Locations: Evaluate Internet Information Consistency for Marketing Research
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Chapter 65
The Cluttered Online Marketplace: Dealing with Confusion of Mobile App Buyers
The propensity of a consumer to cater positive or favorable information about a product or a brand to his or her acquaintances.
Published in Chapter: The Cluttered Online Marketplace: Dealing with Confusion of Mobile App Buyers; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 25
Financial Implications of Relationship Marketing in Airline Business
WOM is an expected marketing outcome which becomes a marketing technique also by oral or written recommendations made by a satisfied customer to the prospective customers of a product or service. It is accepted as the most effective form of promotion. As a marketing tool WOM is an interactive process such that customers are collaborating with the business, product or service for which they have derived enough satisfaction that they are willing to speak out about it and even recommend it to others
Published in Chapter: Financial Implications of Relationship Marketing in Airline Business; From: Handbook of Research on Behavioral Finance and Investment Strategies: Decision Making in the Financial Industry
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Chapter 16
Frauds in Unorganized Investment Schemes: The Case of India
WOM can be simply defined as the passing of information, facts, statements or beliefs whether true, deceptive, misleading, or imaginary, produced intentionally or unintentionally about a product, service, or event from one individual to another.
Published in Chapter: Frauds in Unorganized Investment Schemes: The Case of India; From: Handbook of Research on Theory and Practice of Financial Crimes
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Chapter 11
Influence Amplified: Leveraging the Power of Influencer Marketing in the Digital Age
Word of mouth is a form of communication in which individuals share their opinions, recommendations, or information about products, services, or experiences with others in their social or personal networks. It is considered one of the most potent forms of marketing as it relies on personal recommendations and can significantly influence purchasing decisions.
Published in Chapter: Influence Amplified: Leveraging the Power of Influencer Marketing in the Digital Age; From: Contemporary Trends in Innovative Marketing Strategies
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Chapter 8
Do Customer Orientation Strategies Drive an Excellent Customer Experience?: The Case of Abu Khader Automotive
A personal influencing process, in which interpersonal communications between a sender and receiver can change the receiver’s behaviour or attitudes.
Published in Chapter: Do Customer Orientation Strategies Drive an Excellent Customer Experience?: The Case of Abu Khader Automotive; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 5
Understanding e-WOM Evolution in Social Media With Network Analysis
The activity of exchanging ideas of people through groups or networks.
Published in Chapter: Understanding e-WOM Evolution in Social Media With Network Analysis; From: Exploring the Power of Electronic Word-of-Mouth in the Services Industry
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Chapter 1
Fundamentals of Electronic Word of Mouth
It is a form of communication between consumers about sharing information and opinions of certain products, companies, and services.
Published in Chapter: Fundamentals of Electronic Word of Mouth; From: Exploring the Power of Electronic Word-of-Mouth in the Services Industry
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Chapter 9
Different Strategies for Different Crises to Rescue Micro, Small, and Medium Travel Agencies
The communicative action by which customers pass information of a firm and its products or services to other people. The objective of the firm has to be that this information is positive, in order to attract new customers, increase sales, and gain more profits.
Published in Chapter: Different Strategies for Different Crises to Rescue Micro, Small, and Medium Travel Agencies; From: Risk, Crisis, and Disaster Management in Small and Medium-Sized Tourism Enterprises
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Chapter 40
Tracking Buying Behavior by Analyzing Electronic Word of Mouth
Uncensored and uncontrolled talks of people on some challenging, entertaining, hot, or interesting current issues, which spread very rapidly having a huge impact on the participating community.
Published in Chapter: Tracking Buying Behavior by Analyzing Electronic Word of Mouth; From: Encyclopedia of Data Science and Machine Learning
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