The document discusses how word-of-mouth marketing has gone digital in the modern era. It notes that the metaphor of information spreading like a grapevine through phone calls no longer applies today given the rise of social media. While celebrity endorsements can help increase a product's reach, what matters most for sales is ordinary consumers' recommendations to friends and family, which 92% of people trust more than any type of advertising. Organic word-of-mouth on the internet through forums and social networks can significantly boost market share if the buzz generates more viewers or customers that then spread more positive recommendations.