Thus your word-of-mouth program goes in a “virtuous circle,” an endless feedback loop of communications, both analog and digital, listening to what people say, then reinforcing the messages ...

Word-of-mouth communication has received extensive attention from both academics and practitioners for decades (De Bruyn and Lilien 2004). In fact, one of the most widely accepted notions in consumer ...

In recent years, social media have become a new hybrid component of integrated marketing communications (IMC) that allow organisations to establish strong relationships with their consumers (Mangold & ...