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Word Mouth in Advertising - Dissertation Example

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This essay, Word Mouth in Advertising, presents the use of word of mouth in advertising which is one of the most powerful tools used in marketing. It is a form of interpersonal communication that takes place among consumers about their personal experiences with a product or a firm…
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Word Mouth in Advertising
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Download file to see previous pages From this discussion it is clear that positive word of mouth is perhaps what most companies like to hear because besides increasing the consumers' intensions to purchase innovative products; it helps company by creating a favorable brand image and that of the firm. This can subsequently lead to a reduction in the amount of expenditure by companied on promotions. Negative word of mouth on the other hand, dissuades potential buyers from a brand, product or a firm and consequently damages the firm’s financial position as well as and  more power than positive word of mouth communication.As the paper stresses while many authors have handled the impact of negative word of mouth communication in advertising, there is still a huge gap, especially when it comes to how this marketing tool can be used to influence campaigns that target social problems such as gender bias, smoking, poverty, respecting traffic signs, sexual harassments, and education. It is worth noting the fact that negative word of mouth communication, because of its influential power, can be used to achieve progress in a number of areas in the society. However, the previous researchers have only been delving on how word of mouth advertising has been influencing marketing and sales but failed to conduct a proper investigation on the impact it can have in solving social problems that the society faces today. There is no doubt that it would equally have a big influence in this area as well. ...Download file to see next pagesRead More
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