ADV vs WOM: Models for marketers

Word of mouth, or viva voce, is the passing of information from person to person by oral communication, which could be as simple as telling someone the time of day. Interpersonal influence and word-of-mouth (WOM) are ranked as the most important information source when a consumer is making a purchase decision. These influences are very important, especially in industries whose intangible products are difficult to evaluate prior to their consumption. Furthermore, as WOM becomes digital in the 21st century, the large-scale, anonymous nature of the Web induces new ways of capturing, analyzing, interpreting,...

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