Gaining influence through word of mouth

Article critique Name Course Tutor Date Article Critique Summary of the article Gaining Influence by Word of Mouth, By Randall Frost Gaining influence through word of mouth is a business marketing article. Roper ASW pollster Ed Keller and John Berry, in the article advocate for the strength of the word of mouth as a marketing tool. Just like the internet can spread information fast word of mouth still remains a better way, to reach the audience (Randall, 2004). The article gives insights of how opinion leaders used in business marketing to influence consumers by word f mouth. According to the article, there is a need to identify the right opinion leaders, target them in brand campaigns, after, analysis of the right consumers for their influence. However, the paper will discuss the mixed reaction from marketers and scholars about the effectiveness of the word of mouth. Analysis of the article According to Berry and Keller, opinion leaders constitute only one in ten Americans. However, trade has gone global with marketing, therefore, the role or group they influence might be local and insignificant to the brand. In addition, with globalized marketing, it is not possible to identify local opinion leaders who can influence the business environment. Another critic against the word of mouth by opinion leaders is that, someone might be an opinion leader in one group and not in another. Secondly, the ability to influence differs from one leader to the other. Therefore, the influence on the people may be subjective, depending on the weight of the leader, and some customers may sign in after everybody else has signed up. According to scholars the word of the mouth may not be effective if used as the fir...