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Discuss the role of word-of-mouth communication in marketing. What research on WOM is most relevant to those who seek to influence others? WORD OF MOUTH “Paid advertising is an important means to obtain customer response, but your reputation is built primarily by the referrals your champion customers make for you when they recommend your products and services to others” (M. E. Cafferky) Background People like to talk to each other. They discuss new and existing …

…of a social process. Disseminating information through word-of-mouth communication is one of the most effective mediums for relaying important product and company information. For many years it has been largely ignored by companies and retailers. Recently, many companies have found its effectiveness through studies similar to the five listed above. Word-of-mouth has been affecting people and organizations for many years. As its effectiveness becomes more clearly understood, it will be managed to affect much more.