FEATURE22 December 2016

A question of trust

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Features Impact Travel Trends

Word of mouth recommendations can be very persuasive, but brands looking to use this type of advocacy should be vigilant about who’s doing it, and how similar they are to their target market. By Bronwen Morgan.

In an age where social media and online review sites have made potential critics of everybody, the power of positive word of mouth is well known. In fact, research from the Word of Mouth Marketing Association (WOMMA) has ...