Negative WOM Effect

Advertising is a contest to win consumers’ attention. Advertisers are continuously looking for innovative ways to communicate with their audience. Viral marketing, word of mouth marketing and other stealth marketing techniques had emerged as effective ways to cut through this marketing clutter. Word of mouth comes under viral marketing along with word of mouse, buzz marketing and stealth marketing. Word of mouth (WOM) can be described as world’s most effective yet least understood marketing strategy. It is the informal exchange of positive or negative information between individuals about a product or service. Negative WOM spreads more quickly than positive WOM which is a fearful phenomenon to marketers who fails to render 100% customer satisfaction

When there is no adequate information about a product available from other sources and risk involved for buyer is high thus influence of WOM on their purchasing decision is high than information provided. Consumers consider negative WOM information more helpful than positive WOM. WOM serves as a feedback mechanism that helps to improve the quality of their product and to get new customers. Companies offer consumer opinion forums on their own websites to strengthen loyalty and reduce service cost. WOM among customers incorporates three different activities:

1. Information is sought for immediate use aimed at risk reduction.

2. Information is obtained ad stored for future usage.

3. Information is shared in order to influence other people’s decision.

WOM marketing practices fall into two big buckets: listening and acting. The most important bucket is the listening bucket without which there is no way to measure the effectiveness of any strategy or campaign designed to affect the conversation. WOM marketing is about amplifying the voice of the consumer in their words and not yours.

METHODOLOGY

a) RESEARCH DESIGN: Impact of word of mouth on purchasing behaviour of communities will be seen in this research. And for that descriptive study will be done on consume attitudes and behaviour in relation to shopping, personal productivity, advertising, and

They could attain this with the help of word of mouth marketing campaign. Initially a series of You-tube videos about the benefits of their business was given followed by TV campaign and then social media campaign. It only costs people a few bucks per month, so it is affordable. The imagery on the commercials makes people laugh and encourages them to share the actual advertisement on their social feeds. People are not only talking about this business, but they’re becoming customers. With a message people can “shave time and shave money” is memorable.

OLD SPICE

This brand has seen a huge rise since they began to focus on a WOMM campaign for their products. A full series of commercials were shot and there were humorous elements contained within it that made people pay attention. They hired long-time cult favorite Bruce Campbell to not only become the epitome of “manliness,” but discuss the one thing that people needed – Old Spice products. The tag “Experience is Everything” comes up with a fireplace automatically being lit.