Understanding the power of word-of-mouth.

Article Spanish OPEN
Suzana Z. Gildin (2003)
  • Publisher: Universidade Presbiteriana Mackenzie
  • Journal: RAM. Revista de Administração Mackenzie (issn: 1518-6776, eissn: 1678-6971)
  • Subject: HF5001-6182 | Business | Word-of-mouth communication | H | HF1-6182 | Advertising | Commerce | Internet. | Social Sciences
    acm: InformationSystems_INFORMATIONINTERFACESANDPRESENTATION(e.g.,HCI) | ComputingMethodologies_IMAGEPROCESSINGANDCOMPUTERVISION | ComputingMethodologies_COMPUTERGRAPHICS | ComputerApplications_COMPUTERSINOTHERSYSTEMS | GeneralLiterature_MISCELLANEOUS
    mesheuropmc: stomatognathic system

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.
  • Metrics
    2
    views in OpenAIRE
    0
    views in local repository
    0
    downloads in local repository
Share - Bookmark