brand glossary: word of mouth

Word of Mouth or word-of-mouth (WOM) marketing or communication is the passing of information about a brand’s product or service from one person to another. The person who passes the information typically has no affiliation to the brand itself–they are considered non-commercial communicators–and receive no reward for this communication. It can mean any personal recommendation a person shares in conversation or on social media, including user reviews on commercial websites. WOM is valuable due to the perceived credibility of the source, and the broadening of awareness as more and more people talk about a brand, product or service. Measuring WOM helps determine areas such as customer satisfaction and brand affinity.

See also: Buzz, Viral Marketing