Relevance of word of mouth in social media
With the rise of social media, we notice that word of mouth advertising is prevalent in the digital space. Word of mouth advertising refers to relying on personal testament from individual to another. These individuals are the influence that creates desire to purchase in another individual. This form of advertising is one of the most effective forms that has been prominent in the media. We spoke to Professor Peter Evenow, teaching communications at the California State University on this topic. He has worked in the industry for several years and has experienced word of mouth advertising in many industries.
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The Society for Communications Research 