Many marketers still wrongly think that word of mouth (WOM) mainly revolves around communication. However, actually it doesn’t.
Of course there is a communication aspect in WOM, but it is not the essence, it is rather a necessary element. The main question, however, is why people talk about stuff, including our companies, brands and products.
Besides all possible psychological reasons (and there are quite a few), we often forget the essence of WOM: the message itself, the topic or rather, the story.