word of mouth
Peer-to-peer recommendation
Word of mouth is informal communication between people, especially recommendations or information passed along through conversation rather than formal channels: The restaurant built its reputation entirely through word of mouth.
As a modifier, it's usually hyphenated: word-of-mouth advertising.
The phrase emphasizes organic spread—news traveling person to person rather than through media or official announcements.
- hearsayUnverified secondhand information
- grapevineInformal gossip network
- gossipInformal talk spreading rumors
- town gossipOne who spreads rumors locally
- scuttlebuttInformal rumor or speculation
through the grapevine · recommendation · buzz · rumor · testimonial · oral · whisper network · referral · viral · credibility · trusted source · organic · urban legend · viva voce · parol · publicity · endorsement · whisper
- bestsellersbestsellers, bestseller list, bestseller lists, chart-toppers, blockbusters
- box officebox office, gross, worldwide gross, opening weekend, ticket sales
- Communication channelsdiscussion, newsletter, debate, bulletin board, town hall
- informal knowledgefolk wisdom, old wives tales, hearsay, gossip, rumors
- oral traditionfolk narratives, campfire tales, epics, oral poetry, storytelling circles
- publicitypublicity, PR, press conference, publicist, press release
word of mouthadvertising
Paid promotional communication
mass media · commercial · broadcast advertising · print advertising · sponsored content
word of mouthastroturfing
Disguised sponsored advocacy
propaganda · fake review · shill · planted story · native advertising
word of mouthwritten record
in writing · written communication · official document · written contract · black and white
word, mouth, words, mouthful, wording, mouthpiece, mouths, mouthed, mouthing