WORD OF MOUTH MARK

Running Head : WORD OF MOUTH MARKETING

Word of Mouth Marketing in the Time of the Internet Introduction

At the threshold of the onslaught and brutal display of power of the internet-based word of mouth , there are many important things to discuss standing from different perspectives . The most important of which is from the standpoint of an advertising /marketing strategist , which is constantly manipulating the mechanisms of social behavior (including the word of mouth phenomenon then and now ) in the name of successful market control . Word of mouth (WOM ) and marketing go

hand in hand in the past largely because of the impact of interpersonal relationship and communication in consumerism . Companies overwhelmingly believe in the ability of consumers to influence one another 's purchasing decisions (Nacht , Chaney , 2006 ,

. 64 ' Today , another player comes into the picture - the internet . If traditional marketing and advertising has managed to weave its way around traditional word of mouth communication enough to successfully manipulate it , the same cannot be said about how advertising and marketing entities are dealing with internet-based sources of word of mouth communication . The internet has shown that it is a powerful tool for word of mouth communication and the power grows vis-a-vis the growth of users , who are also the consumers . The large number of users gives Internet WOM significant potential power for marketers . Anecdotal evidence of the power of the Internet WOM abounds (Schindler , Bickart , 2005 ,

. 35 ' Despite the problems that go with the rise of internet-based word of...