For Marketing Leadership Professionals

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	October 30, 2007 Demystifying The WOM Consumer An In-Depth Look At Those Who Give And Receive Product Advice by Lisa Bradner with Cynthia N. Pflaum, Christine Spivey Overby, Sarah Glass	Average: 8  (4 ratings)

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Executive Summary

Word-of-mouth (WOM) consumers represent a valuable audience for marketers. Although difficult to win over at first, two-thirds of WOM consumers display lasting brand loyalty. Marketers can win over these individuals by offering buzz-worthy products that stimulate chatter, investing in appropriate media, and rewarding these sharing consumers over time.

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