The Concept of Word-of-Mouth Marketing (Review)

Word-of-Mouth marketing is one of the most important informal means of communication among consumers. It is about the goods, services and organizations that have attracted the attention of researchers. WOM marketing is kind of marketing that encourages people to talk about your marketing message to others. This is not new phenomenon and it already existed, and today marketers only learn how to use this technique, expand it and try to improve it. This kind of marketing does not show us the techniques of creating marketing process, but teaches us how we can talk about our products into common conversations between people. This study is review study. Given the importance of the subject, the main purpose of this article is to based on extensive review of theoretical and empirical literature and library resources, According to another study by other researchers, it was found that WOM marketing is new and interdisciplinary marketing paradigm that can remove traditional marketing constraints through innovation and customer loyalty. We first outlined the concepts from the perspective of the authors who studied in this field. We went through few articles and finally discussed the new concept of WOM.

کلیدواژه ها:

Word of mouth marketing ، WOM ، review