Word-of-mouth marketing
Word-of-mouth marketing is based on the conversations and recommendations people share about a brand, product or experience. A company can encourage experiences worth discussing, but does not control the content of every conversation
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It should not be confused with an incentivised referral programme or advertising presented as spontaneous opinion. A recommendation may be relevant because of who makes it and in what context. Reception is not always favourable, and credibility cannot be inferred from the channel alone.
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