(Length: 4 pages)

Executive Summary (This is a document excerpt)

More companies are jumping on word-of-mouth (WOM) marketing without a proper ethical framework. This can both hurt both individual brands and WOM in general. To prevent this, companies need to draw up a list of ethical norms — including honesty, transparency, freedom of expression, privacy, and social responsibility — and collaborate to elevate these norms to general guidelines — with or without WOMMA.

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