Lecture notes
Word of Mouth Marketing
- Institution
- The University Of Manchester (UOM)
This document describes the concept of Word-of-Mouth marketing, viral marketing and buzz marketing with other relevant theory that explains the concept.
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Word of Mouth MarketingSocial media is particularly important to exploit the
connectivity between users of social media platforms.
Different parties can benefit from the conversations that
people have on these platforms. We will now analyze this
further with specific reference to Word-of-mouth.
Word-of-mouth marketing is the intentional influencing of
consumer-to-consumer communications by professional
marketing techniques.
This picture (WOMMA, 2014) shows a company’s different
expenditures on different modes of marketing. We can see
that social media marketing and offline means account for
26% and 21% respectively.
This social media marketing is often also referred to as
Guerilla Marketing, viral marketing or buzz marketing.
Though their meanings can be different, they are often
used interchangeably.
Goals of Word-of-Mouth Marketing --
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