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Need an research paper on word mouth in advertising. Needs to be 10 pages. Please no plagiarism. From this discussion it is clear that positive word of mouth is perhaps what most companies like to hear because besides increasing the consumers’ intensions to purchase innovative products. it helps company by creating a favorable brand image and that of the firm. This can subsequently lead to a reduction in the amount of expenditure by companied on promotions. Negative word of mouth on the other hand, dissuades potential buyers from a brand, product or a firm and consequently damages the firm’s financial position as well as and&nbsp. more power than positive word of mouth communication.