As a business research, this dissertation is aimed at investigating the mechanism of word of mouth (WOM) which is regarded as an important social medium impacting consumer behavior and marketing management. This book primarily explains the concept of word of mouth marketing and then statistically explores the mechanism of word of mouth within the chosen industrial context by surveying Iranian customers. Finally, the findings of this study suggest some managerial implications and points which are elaborated in the report. Surprisingly, this research reveals that, ordinary advertisement and TV...