INTRODUCTORY DEFINITIONS

- WORD OF MOUTH

Often shortened to WOM. It methodically generates spontaneous conversations among consumers to support a brand and its products or services

- WORD OF MOUTH MARKETING

Often shortened to WOMM. It’s the tool a brand can use to make consumers distribute information about the brand itself or its products to other consumers, through spontaneous conversations that the brand can methodically influence and control. This technique is proven to affect consumers’ buying behaviour and perception in an effective way.

- WOM EPISODE

A single occurrence of word of mouth communication through positive spontaneous conversation.

- WOM UNIT

A single unit of brand-relevant information shared by a consumer during a WOM episode For example, a book review, or a comment about a product left by any consumer on a blog or website forum.

ROLES

- PARTICIPANTS

Individuals whose actions cause a WOM episode. They may play a different role.

- CREATOR

The individual who creates and generates a single WOM episode.

- SENDER

The individual who distributes a single WOM episode and shares it with other consumers.

- RECEIVER

The individual who receives the WOM episode.

- POPULATION

Total possible audience for a WOM unit in a venue or through an instrument of communication.

- AUDIENCE

Number of receivers that actually get the WOM unit.

- SOURCE DIVERSITY

The number of different senders that send a WOM unit to a receiver.

IMPACT AND INVOLVEMENT DEGREES

- ACTION

Active involvement of an individual during a WOM episode. For example, writing a review for a new restaurant (or book, etc.), and get it published online.

- CONSUMPTION

In this case, the receiver directly consumes the WOM unit, but takes no further action.

- CONVERSION

The receiver completes a desired action after consuming the WOM unit.

- INQUIRY

The receiver seeks more information after consuming the WOM unit.

- RELAY

The receiver re-distributes the WOM unit by sending it to other consumers.

WOM UNIT QUALITIES

- CLARITY

Understandability of the WOM unit for consumers.

- DEPTH

It’s the degree of persuasiveness of the WOM unit.

- TOPICALITY

A measure of the degree to which a desired marketing message is contained in the WOM unit.

- VELOCITY

A measure of the speed with which a WOM unit is being distributed among consumers.

- VENUE

The medium or physical location where the communication takes place.

QUALITIES OF THE INDIVIDUALS INVOLVED

- CREDIBILITY

It’s the ability of a consumer involved in a WOM episode to impact the behaviour or opinion of others.

- PROPENSITY

The likeliness of a consumer to get really involved and take an action.

- REACH

A participant’s potential audience size.