Word of mouth marketing as informal interpersonal`s communication Cover Image

Marketing szeptany jako nieformalna komunikacja międzyludzka
Word of mouth marketing as informal interpersonal`s communication

Author(s): Paweł Jóźwiakowski
Subject(s): Economy, Marketing / Advertising
Published by: Polskie Towarzystwo Ekonomiczne w Zielonej Górze
Keywords: word of mouth marketing; positive message; negative message; grapevine; virtual communities; ambassadors of brands; word of mouth marketing`s kinds

Summary/Abstract: The main objective of that report is presented the phenomenon of Word of Mouth Marketing`s tool. In the article there were described the main essence and meaning of WoMM, WoMM`s kinds, stages of creating the WoMM`s campaign. There were also presented the basic forms of informel communications like grapevine, virtual communities, the ambassadors of brands and viral marketing. In the next part of the article there were presented remedial measures in case of the appearance of the negative message and manners of the measurement of WoMM`s effectiveness and effectivenesses.

  • Issue Year: 2/2015
  • Issue No: 3
  • Page Range: 36-46
  • Page Count: 11
  • Language: Polish