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Does Gossip Qualify as WOM?

If word of mouth is fundamentally a medium of messages passed from consumer to consumer to share news and information, then a case could be made that gossip is a form of word of mouth marketing. An article in the New York Times recently documented how researchers are now studying the act of gossip more closely as a form of social interaction.

What do you think? When does gossip qualify as WOM?
Let us know at editor@womma.org.

[9/1 UPDATE: The readers have responded.]

More info:
http://www.nytimes.com/2005/08/16/science/16goss.html

Posted by WOMMA Editor on August 25, 2005 10:22 AM

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