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What is word of mouth?

What is word of mouth? Here are some definitions.

Noun
  1. (idiomatic) Verbal means of passing on information.
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Now I'm not being funny, but isn't Public Relations supposed to be about word of mouth?
One of the most popular methods of online marketing, however, is viral marketing or word of mouth.
As with so many things, word of mouth and personal recommendation are often the best way to chose a doctor.
If you happen to have a film that has legs and good word of mouth, and you do a serious spend on it, then you stand a chance at a breakaway hit.
Positive word of mouth pushed the drug far beyond the confines of the rave scene.
The refugees reach the project either by word of mouth or by referrals from jobcentres or groups set up to help asylum seekers.

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