Word of Mouth Communication: The Most Powerful Force for Change

Individual Essay

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Word of mouth communication is the most powerful force for change but the least accessible.
.....................................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6
APPENDIX I...................................................................................................................................7

INTRODUCTION
Within marketing, word of mouth is considered as the essential aspects mainly when
attitudes of customers is strongly changing as well as becomes much protected for traditional
means of marketing communications like advertisements (Iyer and Griffin, 2020). Moreover,
word of mouth is often undertaken as the one of the traditional as well as much powerful types of
marketing. Also, this is vital as it provides usually a personal suggestion by someone to whom
individuals knows and also experience that product or services. Therefore, this is also known to
have much higher conversion rates in comparison to any other types of marketing. The marketers
use research evidences such as clients’ valuable feedback their desires and other on consumer
loyalty to enhance customer satisfaction. The main aim of this report is to discuss upon the topic
that is Word of mouth communication is the most powerful force for change but the least
accessible. Along with discussing about the positive and negative pattern of word of mouth as
well as also three future research areas which may help firm to understand word of mouth better.
MAIN BODY
Word of mouth communication is the most powerful force for change but the least accessible.
Word of mouth is considered as the oral, individual to individual communication among
receivers as well as communicators who the receivers considers as non commercial, undertaking
a brands, goods or services. Moreover, the definition of word of mouth incorporates three
aspects. The initial one is word of mouth is essentially interpersonal as well as may be
differentiated from mass communication like advertisements (Ruvio and et. al., 2020). Along
with this, it also highlights that word of mouth is excluded from third party source like social
media content, customer’s report and rating portals as this is not directly conveyed from
individuals to individual. Other one is, word of mouth is provided from sender to receiver is free
of commercial motive as sender is interested to talk related to goods or service without being
incentivised. Furthermore, the last aspect is, content themselves is commercial as sender tells
about their experiences with specific brand or services. In addition to this, this may be explained
that the non commercial communication of information regarding brand is undertaken to be
enormous strength of word of mouth.
As communication among customers’ does not always includes positive messages related to
firm, products or services as well as there are some negative communication also. Additionally,
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