I am reading “Entrepreneurial Marketing: Global Perspectives” (Zethna et al, 2013) and found Chapter 13 very interesting and relevant in view of my current research into social media networking.
Word of Mouth to Word of Mouse: Social Media and the Entrepreneur
“The evolution of marketing has now fully embraced the context of the entrepreneurial enterprise operated by entrepreneurs. WOM [word of mouth] communications are still the favored way of attracting new customers … WOM has become “word of mouse”. However, the old rules fundamental to WOM still apply: trust is still dependent on the perceived impartiality of the messages.” (Stokes & Nelson, 2013)
Stokes, D. & Nelson, C.H. (2013). Word of Mouth to Word of Mouse: Social Media and the Entrepreneur. In Z. Sethna, R. Jones & P. Harrigan (Eds.) Entrepreneurial Marketing, Global Perspectives. Bingley: Emerald.