Positive WOM Examples

One of the most important aspects companies and firms should focus on is not what exactly customers buy but rather why they decide to repurchase the same product of the same brand or to require the same service over time.
WOM is acquiring more and more importance nowadays and its role is crucial. WOM has several polyvalent characteristics: for example, it can be either positive or negative, either online or offline. Positive WOM is driven by satisfaction and delight felt by the customers after they have favorably experienced the product or service purchased.
However, when people don’t feel comfortable but rather confused and even angry about a product or service, they are likely to want to share their negative feedback. Their dissatisfaction about their experience leads to negative WOM. Moreover, negative WOM can be considered potentially more efficient and powerful than the positive one. For example, when sharing a negative comment about a

First of all, as also discussed in class, let’s think about Apple as an example of positive WOM: why are most people willing to buy Apple items, waiting many hours in line when a new device is put on the market? And, even more, why do most customers continuously decide to purchase Apple products (i.e. starting from the iPhone, then buying the Macbook, then the iPad and so on)? It’s not only because Apple devices make technology match art perfectly, but also because people feel really comfortable to bring them around and show them to their friends or the people they know. Apple is always innovative, always trying to produce both original and ingenious items. Basically, people don’t share their feedback of all the products they purchase or of all the services they experience, but rather of those products or services that capture their minds, presenting captivating and fascinating