Define word-of-mouth.

• A. Personal statements about a product given in biased manner, usually by a marketer
• B. Personal statements about a product given in unbiased manner, usually by a customer
• C. Advertising campaigns from marketers
• D. Reviews by paid influencers

Answer: (B)

Word-of-mouth are informal, personal recommendations about a product that come from customers who have used it, shared with friends, family, and peers. These messages are based on the sender’s own experience and are typically unbiased because they originate from ordinary users rather than marketing efforts. Because they come from trusted people in a social circle, they often carry more credibility and influence than paid promotions.

That’s why this description fits best: personal statements about a product given in an unbiased manner, usually by a customer. The other options describe marketing actions: statements by marketers are biased; advertising campaigns are paid promotions; reviews by paid influencers are endorsements but not genuine word-of-mouth.