ABSTRACT
Word-of-mouth has been considered one of the most powerful forms of communication in the market today. Understanding what makes word-of-mouth such a persuasive and powerful communication tool is important to organizations that intend to build strong relationships with consumers. For this reason, organizations are concerned about promoting positive word-of-mouth and retarding negative word-of-mouth, which can be harmful to the image of the company or a brand.
This work focuses on the major aspects involving word-of-mouth communication. Recommendations to generate positive word-of-mouth and retard negative word-of-mouth are also highlighted.
KEYWORDS
Word-of-mouth communication; Advertising; Internet