FROM WORD OF MOUTH MARKETING TO WORD OF MOUTH IN THE TRADITIONAL AND DIGITAL MEDIA
Consumers use the recommendations as a source of information in deciding on their purchase. With word of mouth marketing (WOMM) organisations wish to accomplish word of mouth (WOM) communication, i.e. to make as many users share information. This paper presents model “4M”, according to which 4 key ways to spread recommendations are: “mouth”, “mouse”, “mobile phone” and mix – a combination of previously mentioned ways. The survey was conducted on the territory of the Republic of Serbia, on a sample of 200 tourists between 16 and 74 years. Tourists use various ways to spread recommendations. Findings show that WOMM (in order to stimulate WOM) has to be an integral part of holistic marketing activities of an organisation.
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