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| Author: | Gelb, B.D. Sundaram, S. |
| Title: | Adapting to 'word of mouse' |
| Journal: | Business Horizons
2002 : JUL/AUG, VOL. 45:4, p. 21-25 |
| Index terms: | Advertising Marketing Communication Consumers Products Electronic commerce |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | This article examines the value of word-of-mouse communication among electronic consumers: 'Word-of-mouth' opinions about products still matter as do 'word-of-mouse' opinions. The article presents a difference of word-of-mouth and word-of-mouse communication on the marketing perspectives of marketers. There are implications of the word of mouse on the marketing approach. |
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