Word-of-mouth has always been a trusted way to share a brand experience to a larger group. In general, people enjoy sharing experiences about products, brands or categories about which they are passionate. The internet has amplified this exchange, and as a result, the sphere of influence has expanded the message of the purchaser to a much broader audience. With a growing number of tools for online communications, search, and social media, there are more ways to research and contribute to the online dialogue about products and services.

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