How to Develop WOM Marketing

Abstract

Word of Mouth (WOM) is the most influential and credible information source for consumers. The development of the Internet has enabled consumers to share information easier and easier. Information can be watched by consumers around the world. Companies are increasingly interested in using WOM as a new marketing tool. They are encouraging consumers to spread the word about their products. This intentional influencing of consumer-to-consumer communications via professional marketing techniques is called WOM Marketing (WOMM). Companies are currently in the process of learning how to develop WOMM campaigns. In addition, although more and more studies are analyzing WOMM, the topic is still very recent. Thus, the aim of this chapter is twofold. First, it tries to provide a clearer picture of and existing doubts regarding conceptualization of this new communication tool. Second, the chapter compiles and presents the main gaps found in the literature that future research should investigate for establishing guidelines that could be useful for companies when developing WOMM activities.