Word of Mouth and influencer marketing in Georgian companies

Teona Tavdishvili () and Ekaterine Maglakelidze ()
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Teona Tavdishvili: The University of Georgia
Ekaterine Maglakelidze: The University of Georgia

International Journal of Business and Management, 2025, vol. 12, issue 2, 59-69

Abstract: Word-of-mouth marketing represents one of the oldest and most effective marketing strategies that organizations employ to attract customers and enhance their loyalty. WOMM is based on the phenomenon where satisfied customers share their experiences and impressions with others, generating interest and trust among potential new customers.While Georgian companies often rely on traditional marketing methods such as television advertising, print materials, and internet advertising, the potential of word-of-mouth marketing is frequently underutilized. This is despite evidence that implementing such a strategy significantly increases consumer trust and loyalty, ultimately positively impacting company success and financial performance.In recent years, influencer marketing has emerged as a prominent form of word-of-mouth marketing. This strategy involves collaboration with influential individuals whose shared content and recommendations substantially impact their followers' behavior. Influencers are often regarded as experts or leaders in specific segments, resulting in high consumer trust in their recommendations. This enables companies to reach broader audiences more efficiently and establish a positive brand image.This research aimed to examine the impact of influencer marketing in two Georgian companies. The study incorporated observation and experimental methods. An experiment was conducted at "Nadimi," a company established in March 2024, focusing on their customer base. The experiment aimed to generate buzz through specified advertising channels to maximize product discussion among consumers.Additionally, observations were conducted on the marketing activities of Dressarium, a major player in the clothing industry, to evaluate the effectiveness of their advertising channels. The study analyzed the company's marketing plan and annual budget, assessing the effectiveness of various promotional channels and activities - social media, influencers, YouTube, banners, SMS marketing, and events - across different target segments.

Keywords: Word-of-mouth marketing; WOMM; influencer marketing; digital marketing; consumer behavior; Georgian market; marketing strategy; social media marketing (search for similar items in EconPapers)
JEL-codes: M00 M30 M31 (search for similar items in EconPapers)
Date: 2025
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