hether it is a car, a refrigerator or a mobile phone - even buying a gift - recommendations from friends often carry a lot of weight. Companies would love a situation where its consumers become advertisers for its products by talking about it and asking their friends to buy it.

Not too long ago, word of mouth (WoM) was delivered primarily from person to person through everyday conversations. In recent times, it has found new vehicles in emails, online reviewing sites, blogs and other campaigns. What exactly is WoM as a technique and how effective is it?... more