Impact of Word of Mouth (WOM) on Customers

Abstract: Word of mouth and consumer interaction has been the centre focussed approach in marketing now a days to overcome the barriers in marketing and retail sector. It leads to interaction between the the buyers and it increases the image of the product consumed by the buyers. The main belief is that the word of mouth is the underlyning thought of the consumer which is basically influencer�s buying decision. It contributes towards buying decision and the marketing information enhancement. Thus it can affect the business positively and negatively. Word of mouth (WOM) has impact on several factors on customer such as or consumer-to-consumer interaction customer choice, service and brand switching, purchase decision, choice and alternatives analysis, perception about a product and facilitation of customer. thus, it is more effective than traditional tools of marketing such as personal selling advertising and sales promotion. Customers pay more attention to thers now a days through various modes of marketing. The word of mouth is of two types mainly i. e negative WOM and positive WOM. Thus, in this paper main focus is to summarise the impact of positive and negative impact of word of mouth on the customer buying and perceptions. Positive WOM, leads to building loyalty and emotion and positive image of product in minds of buyers whereas, negative WOM refers to creation of gaps in minds of buyers, dissatisfaction among the wants and poor image building of the products.

Keywords: word of mouth, positive and negative word of mouth, consumer buying decisions

Edition: Volume 8 Issue 6, June 2019,

Pages: 1784 - 1788