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Balter, Dave; Butman, John
July 2006
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p49
The article discusses and defines word of mouth. Word of mouth is organic and should be differentiated from buzz marketing, viral marketing and shill marketing, all of which create more discussion of a brand than a product and can backfire as being manipulative or deceptive. Word of mouth is generally spread by ordinary people, mostly women, sometimes through online communities but more often in daily life. Negative word of mouth can make products seem more credible and can provide feedback. Word of mouth promoters tend to join for the free products but later are motivated by social factors. Word of mouth cannot be measured or controlled and has a limited time frame in which to make an impact.


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