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2.2.2. 
Forms of Word of Mouth
Bughin et al. (2010) described the forms of word of mouth:
1.
experiential,
the
most
common
(fifty
to
eighty
percent
of
word
of
mouth activity) form which resulted from a consumer’s real
experience;
2.
consequential,   
the 
form 
which  triggered  by 
another 
marketing
activities;
3.
Intentional,
the
less common
form when
the
marketer
use a celebrity
to be their ambassador.
Buzz
and
viral
marketing
is
also
another
form
of
word
of
mouth
which described by Kotler and Keller (2009:586).
“Buzz marketing generates excitement, creates publicity, and conveys new
relevant  brand-related  information  through  unexpected  or  even
outrageous means. Viral marketing is another form of word of mouth, or
‘word of mouse’, that encourages consumers
to
pass
along
company-
developed products and service or audio, video, or written information to
others online.”
2.2.3. 
Motivations that Drive Word of Mouth Conversations
There 
are 
three 
basic 
motivations 
that 
drive 
word 
of 
mouth
communication happened. It’s about You, Me, and Us. (Sernovitz, 2009)
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