Abstract:

Word of mouth is the hot topic in marketing these days. As reported by BrandWeek.com, spending on word of mouth marketing is projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about brands has intensified in recent years for a variety of reasons, but one factor is the realization that under the right circumstances, the spread of word of mouth looks much like an epidemic.Auto manufacturers have understood the importance of word of mouth communication for almost as long as automobiles have been offered for sale. Henry Ford probably knew something of the value of social networking in selling automobiles when he decided to pay his workers a wage that would make it possible for at least some of them to buy the cars they were building.