boucheàoreille

Bouche à oreille, often written bouche-à-oreille in French, refers to the informal transmission of information about products, services, or brands from person to person. It relies on personal trust and is considered a key driver of consumer decisions. The term literally means "mouth to ear."

Historically, word of mouth has preceded modern advertising; small communities and networks circulated recommendations through conversations, social ties and reputations. In marketing, it is often categorized as a form of earned media or organic word-of-mouth, contrasted with paid advertising and owned media.

Mechanisms: individuals share experiences because they expect help, social reciprocity, or to help others; information spreads through social networks, both offline and online. The credibility of a recommendation, the perceived expertise of the recommender, and the salience of the product influence its spread. The concept underpins word-of-mouth marketing, where brands try to encourage positive word-of-mouth via quality experiences, referrals, and advocacy programs.

Digital age and relevance: online reviews, social media posts, messaging apps, and influencer culture have transformed word of mouth into scalable digital word of mouth. While powerful, it is also unpredictable and can be negative; negative experiences can spread rapidly.

Measurement and impact: researchers track reach, sentiment, and nets promoter metrics, though true causality is hard to establish. Benefits include low cost, high credibility, and lasting effects; risks include reputational damage and dependency on consumer opinion.