"There is another kind of communication that takes place between consumers themselves; it operates inter-personally with family, friends, peers and colleagues, strangers and opinion leaders etc., who discuss about product and service offerings, brands, prices, stores etc. This is referred to as informal interpersonal communication. This is also called word-of-mouth (WOM) communication. Informal interpersonal communication is different from marketing communication in the sense that interpersonal communication takes place between individual consumers while marketing communication takes place between marketers and consumers. Source: http://in.docsity.com/en-docs/Opinion_Leadership_-_Consumer_Behavior_-_Solved_Quiz_"
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