Warc Briefing: Word of mouth

This briefing offers an overview of the history, theories and key trends related to Word of mouth. It traces the history of word of mouth marketing including the use of buzz agents, net promoter scores and the theory of seeding.

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...

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