Understanding the Power of Word-of-Mouth

• Autor(a) principal: GILDIN,SUZANA Z.
• Data de Publicação: 2003
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: RAM. Revista de Administração Mackenzie
• Texto Completo: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712003000100092
• topic: Word-of-mouth communication; Advertising; Internet

ABSTRACT Word-of-mouth has been considered one of the most powerful forms of communication in the market today. Understanding what makes word-of-mouth such a persuasive and powerful communication tool is important to organizations that intend to build strong relationships with consumers. For this reason, organizations are concerned about promoting positive word-of-mouth and retarding negative word-of-mouth, which can be harmful to the image of the company or a brand. This work focuses on the major aspects involving word-of-mouth communication. Recommendations to generate positive word-of-mouth and retard negative word-of-mouth are also highlighted.