Definition of Traditional Word-of-Mouth

Over 40 years ago, the then pioneer word-of-mouth researcher Johan Arndt (1967) offered the following definition:

“Oral, person-to-person communication between a receiver and a communicator whom the receiver perceives as non-commercial, concerning a brand, product, or a service.”

The definition is still competent and Nyilasi (2006) clarifies the definition by pointing out that traditional word-of-mouth consist of three essential parts:

1. Interpersonal communication
2. Commercial content
3. Non-commercially motivated communicators

First, traditional word-of-mouth is interpersonal communication, in which case it is apart from mass communication (such as advertising) and other impersonal channels. Second, the content of word-of-mouth communication is commercial from a marketing perspective. Thus, the focus of communication is on commercial entities, products, brands and marketers – or even their advertising. Third, although the content of word-of-mouth communication is commercial, the message distributors are not motivated commercially – or at least they are perceived not be.

Sources:
Arndt, J. (1967), Word of Mouth Advertising: A Review of the Literature, Advertising Research Foundation, Inc., New York, NY.
Nyilasy, G. (2006). Word of Mouth: What We Really Know - And What We Don't. Connected Marketing: The Viral, Buzz and Word of Mouth Revolution. Oxford: Butterworth-Heinemann.