Word-of-mouth
marketing often targets influencers — people who are passionate about a
product category, and who are perceived as credible sources. The theory
is that reaching more influencers increases the odds that they will
spread the message.
The theory's appeal is clear to some. Advertisers are far down on the list of trusted information sources, according to a Bridge Ratings/University of Massachusetts
study published in August 2007. Getting just about anybody else besides
advertisers to convey the message would seem to be more effective.
