Understanding word-of-mouth in the digital age

i-scoop.eu - Word-of-mouth is not new. People have always talked about their experiences, emotions, needs and also products, services and brands. With the arrival of interactive and social media the patterns, role and impact of word-of-mouth have evolved and new, forms of online communities were shaped. These changes affected the ways businesses can leverage the power of word-of-mouth for marketing purposes and, vice versa, the impact of word-of-mouth on businesses.