The Social Buzz Effect

Let’s be honest, you’ve seen them too: Nagita Slavina, Baim Wong, dr. Richard Lee, Sarwendah, Lesti Kejora, and even Dude Harlino and Alyssa Soebandono, all going live on TikTok and dropping those product recommendations. This is today’s reality.

We’re living in the age of social media word-of-mouth, where a viral TikTok trend, a glowing Instagram review, or a scathing tweet can make or break a brand. It’s not just about what companies say anymore; it’s about what everyone else is saying. This shift has fundamentally changed the game, and if you’re not paying attention, you’re missing out on a massive wave of influence.

From “Adding Social Media to the Marketing Mix” to Social Media as the Main Ingredient

Back in 2011, Guillermo Armelini et al published “Adding Social Media to the Marketing Mix,” a prescient piece that highlighted the shift from traditional media to social platforms. Their work explored how companies could leverage word-of-mouth (WOM) in the digital space and integrate social media into broader marketing strategies. Fast forward to today, social media is often the main ingredient. The rise of influencer marketing, user-generated content, and social commerce has amplified the power of WOM exponentially.

Why WOM Still Reigns Supreme (Especially in Indonesia)

Even in 2025, Indonesia boasts a social media penetration of 50.2% of its total population, with users dedicating an average of 3 hours and 8 minutes daily to these platforms, far surpassing the global average. Clearly, the digital tide has yet to recede. This level of engagement amplifies the power of WOM.

Why is it so crucial? Because in a world saturated with advertising, consumers trust recommendations from people they perceive as peers or experts. Social media has democratized influence, allowing anyone with a platform to become a brand advocate or critic. This trust, combined with the sheer reach of social media, makes WOM a powerful force in shaping consumer behavior and driving buying decisions.

Quick Tips for Implementing a Winning WOM Strategy

Social media has transformed word-of-mouth into a dynamic, powerful force that shapes consumer behavior and buying decisions. Brands that understand and leverage this “social buzz effect” will thrive in the digital age. Ready to amplify your brand’s voice and create a WOM strategy that resonates?

Source: Armelini, Guillermo & Julian Villanueva. 2011. Adding Social Media to The Marketing Mix. IESE Insight DOI: 10.15581/002.ART-1968 Fadhilah dan Galih Ginanjar Saputra. 2021. Pengaruh Content Marketing dan e-WOM pada Media Sosial Tiktok terhadap Keputusan Pembelian Generasi Z. Jurnal Inovasi Vol. 17 (3), 2021; 505-512 The Global Statistics. Indonesia Social Media Statistics 2025 | Most Popular Platforms. https://www.theglobalstatistics.com/indonesia-social-media-statistics/