Assessing the Impact of Word-of- Mouth Marketing in Local Markets

Assessing the Impact of Word-of- Mouth Marketing in Local Markets

Ashu Kaushik

School of Business, Galgotias University, Greater Noida, India

Abstract:
Word-of-mouth marketing (WOMM) is a dynamic and impactful phenomenon that has sparked substantial interest among researchers and practitioners alike. Within local markets distinguished by close-knit communities and interpersonal interactions, WOMM occupies a unique role as a powerful influencer of consumer behavior. This study investigates the multiple features of WOMM in local contexts, with the goal of fully assessing its impact on consumer decision-making and brand perception The study takes a mixed-methods approach, combining qualitative and quantitative tools to capture the intricacies of WOMM dynamics. Through surveys and in-depth interviews with consumers and business owners, the study investigates the underlying mechanisms and drivers that contribute to the effectiveness of WOMM initiatives in local markets. By Additionally, the study looks into how word-of-mouth communication is changing in the digital era, with social media and online forums acting as amplifiers for these talks. Through an examination of the interactions between offline and online platforms, the research illuminates the ways in which technology influences the spread and influence of word-of-mouth communications in local marketplace. The research's conclusions offer significant insights to the academic and industrial communities. Businesses can obtain a better grasp of how to use community networks and interpersonal relationships to improve their marketing strategy by learning about the nuances of word-of-mouth marketing (WOMM) in local markets. These data can also be used by marketers and legislators to create more focused and efficient methods of interacting with customers in local contexts, strengthening brand-consumer bonds and boosting sales in the process.