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Word of mouth has evolved into electronic word of mouth, with businesses using innovative techniques to promote their reputation. Bad reputations are easily acquired and difficult to get rid of, while good reputations can be built through positive opinions. Electronic word of mouth can spread quickly through forums, review sites, chat rooms, and social networking sites. Maintaining a solid reputation is crucial, as electronic word of mouth amplifies the exchange of information and can be difficult to overcome.
Word of mouth is an electronic version of the tried and tested idea of word of mouth. Numerous advertisers have jumped on this bandwagon, using a variety of innovative techniques to get their message across to consumers, and businesses around the world rely on it to foster good reputations. With the rise in prominence of electronic media in the late 1990s, the buzzword has become a new marketing holy grail, with a plethora of books, articles, and commentaries on how to achieve it.
The idea behind word of mouth is that people tend to rely heavily on the opinions of friends, colleagues, colleagues, and neighbors. Businesses have known for centuries that a bad reputation can be acquired very easily and is very difficult to get rid of. All a business needs is one person complaining about their service to a friend and a bad reputation can skyrocket. Conversely, people who praise a company with friends can build a good reputation by word of mouth.
With the advent of the electronic age, the concept of word of mouth began to be translated into a new medium and the idea of ”mouse word” began to arise. Thanks to the instantaneous nature of electronic communications, an opinion can spread online very quickly, and numerous forums have enabled ideas to be conveyed in an increasing number of ways. Word of mouth can be passed from person to person in the form of email, but it can also manifest itself in a number of other places.
Word of mouth can be created on review sites, which allow users to post reviews and comments about companies, and can also be generated on forums, chat rooms and social networking sites. Social networking sites are considered by many advertisers to be a very fruitful arena for generating buzz, with many advertisers creating profiles on such sites and interacting with the community.
Just like word of mouth, word of mouth is built on a solid reputation and needs to be carefully maintained. Many businesses actively work to promote a specific brand and image so that consumers view that particular business when they need something, whether it’s a soda or accounting services. Word of mouth is, in a sense, an amplified form of word of mouth, because the exchange of information is so prolific in the electronic medium, and thanks to archiving, it can be even more difficult for companies to overcome a bad reputation.
