Teona Tavdishvili
PhD Student
The University of Georgia
Tbilisi, Georgia
Teona Tavdishvili
PhD Student
The University of Georgia
Tbilisi, Georgia
Word of Mouth and Influencer Marketing in Georgian Companies
Word-of-mouth marketing (WOMM) is one of the oldest and most effective marketing strategies that organizations use to attract customers and increase their loyalty. WOMM is based on the phenomenon where satisfied customers share their experiences and impressions with others, creating interest and trust among new customers.
In Georgian companies, marketing strategies often rely on traditional methods such as television ads, print materials, and internet advertising. However, the potential of word-of-mouth marketing is frequently overlooked, even though using this strategy significantly enhances customer trust and loyalty, which ultimately positively impacts a company's success and financial performance.
In recent years, influencer marketing, a form of word-of-mouth marketing, has gained particular popularity. This strategy involves collaborating with influential or well-known individuals whose shared content and recommendations significantly affect the behavior of their followers. Influencers are often considered experts or leaders in a specific segment, which leads to a high level of trust in their recommendations. This allows companies to reach a broad audience more quickly and effectively while building a positive image.
The research aimed to study the impact of influencer marketing in two Georgian companies. As part of the research, observation and experimentation were conducted in two Georgian companies that use word-of-mouth marketing.
The experiment was carried out with the company "Nadimshi," founded in March 2024. The target audience consisted of "Nadimshi" customers. The goal of the experiment was to create buzz through specific advertising channels so that as many people as possible would talk about the product.
Observation focused on the marketing activities and advertising channels of one of the largest players in the clothing industry, Dressarium, to assess their effectiveness. As part of the research, an analysis of the company's marketing plan and annual budget was conducted. The effectiveness of the advertising channels and activities used — such as social media, influencers, YouTube, banners, SMS marketing, and events — was evaluated according to the company’s target segments.
Keywords: word-of-mouth marketing, influencer marketing, loyalty, experiment, advertising, influencer