Word of mouth is one of the most powerful ways a brand can gain visibility with minimal effort. But how does a brand suddenly get talked about? It doesn’t happen overnight—people only talk about a product or brand when they’re genuinely happy and satisfied with their experience. When a product is high quality and aligns with the needs and preferences of its target audience, customers are eager to share what works for them.
But how does word of mouth actually drive others to purchase the product? Here’s what makes it different: when people share their positive experiences, they not only highlight the product’s quality but also build trust. This personal recommendation carries more weight than traditional advertising because it comes from someone they know and trust.
Word of mouth (WOM) has proven to be a powerful driver in influencing purchasing decisions. According to Nielsen, 83% of consumers trust recommendations from friends and family, making these word-of-mouth endorsements highly influential in purchasing decisions. Not only that, its impressions lead to five times more sales than paid advertisements, according to Invesp.
WOM benefits people not only in real life but also online. On online platforms, satisfied customers often share their experiences about a business. This content is known as user-generated content (UGC). Users create it on their own or sometimes at a brand’s request.
Just like offline recommendations, UGC is authentic and builds trust. Additionally, it expands the brand’s reach to new audiences, especially if the content is engaging enough to go viral.
How WOM Influences Purchasing Decisions
According to research, word of mouth (WOM) influences purchasing decisions through several stages. People are more likely to pass these stages quickly when the people they trust recommend the product or services. They are:
- Awareness Stage: At this stage, consumers start to notice that a product or service exists. However, they are unaware of its benefits or do not have enough information about the product or services. They might see or hear about it from friends, family, or social media.
- Interest Stage: Once consumers know about a product, they may develop an interest and decide to learn more about it. At this stage, they are learning more about the benefits that the product brings. This is where they are weighing the benefits if they have their pros and cons.
- Final Decision Stage: In this stage, consumers have gathered enough information and made a decision to purchase or adopt the product. If the person who influenced them has a strong connection with the one influenced, it can affect this decision.
What affects it?
Researchers found that people who share the information hold an important role in influencing the potential buyer. When a connection is strong between two individuals, this means there is strong trust. Individuals like close friends and trusted influencers are perceived as more valuable than strangers who recommend the products. Due to this, they are more likely to believe in the value of what is being offered, making them more inclined to choose the product or service.
Other than that, a person who shares a similar demographic also influences purchasing decisions. For example, a woman who is trying to find the right makeup for her will be more likely to trust recommendations from their friends or influencers of similar skin tones. It instills confidence in people to try the recommended products.
Conclusions
Word of mouth (WOM) is a powerful marketing tool that helps brands grow by turning happy customers into enthusiastic promoters. When people share their positive experiences, it builds trust and boosts visibility. The process of awareness, interest, and decision-making shows how WOM guides customers toward making purchases.
Additionally, user-generated content enhances this effect by allowing brands to reach new audiences. By focusing on creating great customer experiences, businesses can increase their sales and build a strong brand presence. In today’s world, where trusted recommendations matter most, using WOM is essential for lasting success.
While word of mouth is incredibly powerful, relying on it alone to reduce ad spending can limit a brand’s growth, especially in competitive markets. Many successful brands combine word-of-mouth momentum with targeted marketing campaigns. These campaigns can amplify the reach of positive customer feedback, encourage more organic sharing, and build awareness among new audiences who have not heard about the brand.
