word of mouth

Show Summary Details

Quick Reference

The oldest and, some would argue, the most effective way of gaining awareness. It is simply when someone finds out about something—a product, an event, a service, a place, a work—through someone else. Word of mouth is an effective method of marketing since the recommendations are coming from someone familiar—possibly who has had good experiences—and therefore gain a greater element of trust. The origins of the phrase are certainly direct and verbal (hence the title), but nowadays word of mouth can also include e-mail, chat lines, text messages, as well as social media sites and the telephone. The Internet itself has been described as a ‘continuous conversation’. See also permission marketing; viral marketing; web 2.0.

Subjects: Marketing.

Reference entries

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.