Warc Briefing: Word of mouth
Definition:In a marketing context, word of mouth (WOM) refers to all communications about a product that are made on a consumer-to-consumer level. It occurs both online and offline.
Quick facts
- An international study from Millward Brown suggests that 25% of people choose branded goods solely on recommendations from "personal contacts"i.
- According to research consultancy Keller Fay, the vast majority of WOM activity takes place offline: 76% occurs face-to-face, and another 16% over the phoneii.
- TNS research from 2008 indicates that 85% of WOM comments about brands...