THE IMPACT OF WORD-OF-MOUTH COMMUNICATION ON BRAND BUILDING
DOI:
https://doi.org/10.24867/13GI18TimoticKeywords:
word-of-mouth, interpersonal communication, brand, brandingAbstract
The subject of this paper is the research of the impact of word-of-mouth comunication on brand building. The rapid development of information and communication technologies and the increasing activity of consumers on social networks has enabled consumers to a very short time can reach a large number of information that interest them, and the opinions of other consumers, not just those from the environment or the region, but worldwide as well. Positive or negative opinion of only one consumer, given the speed of information dissemination, can in a very short time affect the consumer's perception of a brand and purchasing decisions. The fact is that this mode of communication is increasingly popular in modern conditions is becoming one of the most powerful marketing weapon that companies must pay attention to if they want to build a successful brand. Therefore, the aim of this research is to examine whether and to what extent consumer opinions or experiences can influence the experience of a brand in their everyday interpersonal communication.
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