Body Language In Word Of Mouth Advertising

Role of body language in word of mouth advertising
Introduction:
Word of mouth advertising is defined as an unpaid spread of a positive marketing message from individual to individual. Traditional advertising is not very effective in many circumstances and it costs money as well. Most people pay less attention to what is being said than how it is said. Word of mouth advertising can either take place directly or via few communicative means (internet, text messages, e-mails etc.). Word of mouth is equal as a promotional form to traditional media advertising, Public Relation and product presentation. It has a powerful impact on consumer’s purchase decision making.
People usually don’t trust advertisements because they always say that the product

Literature Review:
The extra ordinary power of non-verbal personal communication has been recognized in a no. of academic studies. One of these found that appearance-what someone is wearing, how they present themselves-determines first impressions in fully 60% of the cases. Same study shows that only 7% of first impressions are based on what people actually say in a conversation- Just 7%!
Researchers found that 55% of subjects reacted to the Gestures and Movements they saw, not the words they heard. People respond to “how” a person said something, not “what” that person actually said.
Martilla (1971) WOM played significant role in the final stages of the purchase process and it reassured consumers and reduced post-purchase uncertainty. Customers were more likely to rely on other impersonal communications in the early stages. (Woodside and Delozier, 1976).
In the various forms of risk like functional, time, financial, psychological and social, WOM has been recognized as a key risk reducer (Roselius, 1971; Settle and Alreck. 1989). These risk types can practically be classified into functional or financial risk, which is totally product focused and concerns performance whereas the financial loss and social or psychological risk is consumer-focused and concerns the consumer’s intention with their social environment (von Wangenheim and Bayo´n,

Research Tool:
Questionnaire

Population:

Sample:
Sample for the research is Fatima Jinnah Women University, The Mall Rawalpindi and Arid Agriculture University. The total sample size is based on 100 boys and girls.
Sample Size:
50 pairs, 50 boys and 50 girls. Sample sized will be takes from the boys and girls colleges, because this sample will provide diverse background. So this sample size will provide satisfaction results for this purpose.
Sampling Method: Characteristics of Sample:
Gender: Male/Female
Age: 20-35
Conceptualization:
Advertising: Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them.
Word of Mouth Advertising:
Word of mouth advertising (WOM) is the unpaid spread of a positive marketing message from person to person. It can take place directly or can be transmitted via any communicative means such as through the internet or via text message.
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