Word of mouth

I heard about Chineasy on Facebook, a social media platform. But the REASON I clicked on the Chineasy page was because I saw it endorsed by a friend. If an add about Chineasy had been on the side of my Facebook screen I probably would have ignored it – after all, I hadn’t been interested in learning Chinese!

Just look at how word of mouth by close relationships impact sales!

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(http://sbmarketingforum.wordpress.com/2014/04/11/how-does-word-of-mouth-really-affect-my-small-business/)

The site above explains the impact of word of mouth brilliantly.

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The New Word of Mouth – Word of Mouth 3.0

Brand awareness and the power of recommendation are old marketing concepts. However, with the introduction of social media sites, it has evolved to a whole new level.

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(Marketing Week: http://www.marketingweek.co.uk/analysis/essential-reads/the-new-word-of-mouth/4003281.article)

Even without monetary incentive, people advocate or criticise products, and share information; it’s a social element.

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(Small business marketing Forum: http://sbmarketingforum.wordpress.com/2014/04/11/how-does-word-of-mouth-really-affect-my-small-business/)

People can become unofficial brand advocates.

engagers

(http://sbmarketingforum.wordpress.com/2014/04/19/successful-social-media-strategies-for-a-small-business/)

The reach of social media platforms

In 60 seconds, look at how many clicks there are per social media site. The reach of social media is incredible. Combining this reach with the willingness of people to share feedback about products, marketing spreads like wild fire, whether it be formal or informal.

Online in 60 seconds

Online in 60 seconds

(http://blog.qmee.com/qmee-online-in-60-seconds/)

In fact Erdogmus and Cice (2012) emphasize the importance of social media as a new marketing platform and conclude that “advantageous campaigns on social media are the most significant drivers of brand loyalty”.

(http://www.sciencedirect.com/science/article/pii/S1877042812045818)

Conclusion:

I became aware of Chineasy because my friend was informally acting as a brand advocate and due to the reach of Facebook I was exposed to the product.

 

Next research topic:

 WHY did I become committed to Chineasy?