Research shows that compared to traditional marketing efforts, ___ communication between consumers is more meaningful and results in longer lasting impressions that affect buying behavior.

Question

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Research has shown that word-of-mouth communication is more impactful than traditional marketing efforts such as advertising or direct mail. Word-of-mouth communication involves personal recommendations from friends, family, or acquaintances, which are perceived to be more trustworthy and genuine than marketing messages. It also has a longer-lasting impact on buying behavior as people tend to remember recommendations from their network for a longer time. Social network, online, and mobile communication methods can all facilitate word-of-mouth communication, but they are not inherently more meaningful on their own.

Research Shows That Compared to Traditional Marketing Efforts, ___ Communication