What role does word-of-mouth play in enterprises?

Word of mouth, in the ocean of words, is interpreted as "a metaphor for people's verbal praise." Word of mouth in the traditional sense mainly refers to the face-to-face communication between non-commercial individuals about products and companies. Word-of-mouth communication is widely used in modern marketing promotion because it mostly happens in people with strong relationships such as relatives and friends and has great influence. With the development of communication technology and modern network, the concept of online word-of-mouth has been put forward, which impacts and perfects the traditional concept of word-of-mouth.