Word-of-mouth Marketing as an Instrument of Recommendation Process
Word-of-mouth Marketing as an Instrument of Recommendation Process

Summary/Abstract: Traditional forms of advertising cease to be effective increasingly often. Multiplicity of channels in communication process, its complexity as well as changes in a customers’ profile, lead to changes observed in a way of obtaining information concerning brands and their offers. A customer became a comsumer who actively uses information and is involved in creating it. They become more and more indifferent to typical advertising surrounding them, and that is why such phenomena like: zipping, ad blindness or banner blindness have become an onset of actions aimed at looking for effective forms of communication with a client. Simultaneously, a significant growth of a role of recommendation, both from friends or other Internet users, has contributed to the intensification of actions implemented in the area of word-of-mouth marketing in online space with special focus on social media. The article attempts to describe the essence of word-of-mouth marketing and its role in the recommendation process. The presented discussion was supported by the results of own research conducted in the examined area

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