Word of mouth | Solutional Webdesign Antwerpen

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“Word of mouth” refers to the process of sharing information or recommendations through verbal communication. Historically, it was the primary means of information exchange, predating written communication. It played a key role in cultural preservation, with traditions and stories passed down through generations. Today, it’s recognized for its rapid influence on opinions and behavior, and is often utilized in marketing strategies to build brand^[2] reputação^[1]. However, it can also harm a brand’s image if the shared information is negative. This form of communication is immediate and interactive, allowing real-time feedback and engagement. Its personal and persuasive nature sets it apart from written communication, though both methods have complementary roles in different contexts. Word of mouth continues to be an essential tool for human interaction, understanding, and socialization.

Definições de termos

1. ↑ reputação. A reputação refere-se à crença ou opinião geral que as pessoas têm sobre o carácter, a qualidade ou a posição de uma pessoa ou organização. No contexto das empresas, a reputação pode ser vista como um reflexo da identidade de uma empresa, frequentemente assinalada através de acções estratégicas. Influencia as percepções e os comportamentos dos concorrentes, das partes interessadas e do público em geral. A reputação pode ser avaliada através de várias métricas, incluindo classificações em revistas de negócios e plataformas online. A gestão eficaz da reputação, frequentemente efectuada através de relações públicas e monitorização dos meios de comunicação social, desempenha um papel crucial na manutenção de uma imagem positiva. Uma boa reputação pode trazer inúmeros benefícios, como maior fidelidade do cliente, confiança e ganhos financeiros. Na era digital, a gestão da reputação online também se tornou essencial, uma vez que as percepções formadas online podem ter um impacto significativo na reputação geral de uma empresa.

2. ↑ brand. A brand is a distinct identity that differentiates one product or service from others. Originating from a practice of marking livestock in ancient times, brands have evolved to convey information about origin, quality, and value. Today, a brand is more than just a name or logo—it encompasses various elements like design, slogan, core values, and personality traits that resonate with consumers. The concept of brand management has also emerged, focusing on building, maintaining, and aligning the organization with the brand. The effectiveness of a brand is often measured by its awareness and recognition among consumers. Brands communicate with their audience through various channels like advertising, promotions, direct marketing, and public relations, aiming to create emotional connections and loyalty. Ultimately, a successful brand can drive sales, enhance customer loyalty, and set a product apart in the marketplace.

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Glossário

Boca a boca (Wikipédia)

Boca a boca is the passing of informação from person to person using oral communication, which could be as simple as telling someone the time of day. Contar histórias is a common form of word-of-mouth communication where one person tells others a story about a real event or something made up. Oral tradition is cultural material and traditions transmitted by word of mouth through successive generations. Storytelling and oral tradition are forms of word of mouth that play important roles in folklore e mythology. Another example of oral communication is oral history—the recording, preservation and interpretation of historical information, based on the personal experiences and opinions of the speaker. Oral history preservation is the field that deals with the care and upkeep of oral history materials collected by word of mouth, whatever format they may be in.

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