wom

WOM, short for word of mouth, refers to the informal sharing of information between people about products, services, brands, or experiences. It occurs when individuals exchange recommendations, criticisms, or experiences, influencing others’ perceptions and purchasing decisions. Because it arises from personal experience and social relationship rather than paid messaging, WOM is often perceived as more credible than traditional advertising.

With the rise of the internet and social media, word of mouth extends beyond face-to-face interactions to electronic word of mouth (eWOM) through online reviews, forums, blogs, and social networks. eWOM can travel rapidly and reach large audiences, but remains shaped by source credibility, social ties, message content, and perceived risk. Influencers, peers, and even anonymous reviewers all function as potential WOM sources.

Businesses seek to encourage positive WOM by delivering quality products, customer service, and engagement programs. Researchers measure WOM through metrics such as reach, sentiment, and conversions, and often use proxies like net promoter score, share of voice, or review volume. While WOM can amplify marketing efforts, it can also spread negative experiences, making reputation management important.

WOM is distinct from word of mouth marketing (WOMM), which refers to deliberate strategies to generate or influence WOM. In practice, many marketers aim to stimulate both offline and online WOM to support brand awareness and adoption.