Word of mouth is the passing of information from person to person using oral communication.

Word of mouth in marketing is the unpaid spread of information from one person to another through conversation, specifically advising on a particular business or product. Word of mouth can occur as the result of a positive experience, an innovative new product or high-quality customer service, for example.

The aim of word of mouth marketing is to create a product or experience that will result in customers sharing the details with their friends, family or colleagues.

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