口碑行銷，word-of-mouth ，或常被簡稱為WOM。近來藉由社群網路蓬勃發展，而連帶提昇對消費者購買決策的影響力，也因此，成為行銷者越來越重視的行銷途徑。
麥肯錫調查顯示，20~50%的購買決策都是受到口碑行銷的影響。(A new way to measure Word-of-Mouth Marketing)
知名的美國行銷協會(America Marketing Association)定義word of mouth為：
"Word-of-mouth communications are now viewed as coproduced in consumer groups, communities, or networks, which has led to marketers' uses of new tactics and metrics to deliberately and directly target and influence consumer opinion leaders in these networks, as well as the knowledge that market messages and meanings are exchanged among members of a consumer network"
Posts
