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Understanding the Power of Word-of-Mouth

2003; UNIVERSIDADE PRESBITERIANA MACKENZIE; Volume: 4; Issue: 1 Linguagem: Inglês

10.1590/1678-69712003/administracao.v4n1p92-106

1678-6971

SUZANA Z. GILDIN,

Digital Marketing and Social Media

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.