Communications Process - Word of Mouth, Opinion Leaders

Word of Mouth - satisfied customers communicating to their social circle (usually same target market). Can be positive or negative - thus the importance of quality and customer service.

Opinion Leaders - intentionally using high profile identities to promote your business (sports, movie, music stars).

Recently the rise of online platforms has changed the role of Influencers (personalities with large online audiences of usually a market of people with similar interests and psychology) as platforms for brands to communicate with their target market. The fragmentation of the media landscape has also resulted in the rise of new audiences and powerful influencers.