摘要：The Internet has become essential in linking the brand with consumers. This enables them to share their opinions, preferences or experiences with others. The paper seeks to provide the concept of word-of-mouth, starting from the definition, characteristics, to manifestation in the online environment and the effects on consumer behavior, creating opportunities for word-of-mouth marketing. Social Media become important in building a brand, as consumer reactions can be decisive in enhancing or destroying it. For effective use of social media tools, brands need to identify the influential people among consumers, to capture the recommendations received from the users and measure their impact.
