What is considered the modern equivalent of "word of mouth" in marketing?

The modern equivalent of "word of mouth" in marketing is viral marketing. This concept leverages social interactions to spread information about a product or service quickly and widely, much like how conversations about a product would flow from person to person. With the rise of social media and digital communication, a single engaging piece of content can be shared rapidly among friends, followers, and beyond, creating a buzz that mimics the impact of personal recommendations.

By effectively engaging audiences and encouraging them to share their experiences or promotions with their own networks, viral marketing not only promotes brand awareness but also fosters trust because it is often perceived as coming from personal connections rather than direct advertising. Thus, viral marketing captures the essence of traditional word of mouth in a contemporary context.