1) Word-of-mouth marketing is becoming increasingly important as trust in traditional advertising declines and competition rises. Friends and family recommendations are the most trusted sources of information about products and services. 2) With the rise of the internet and social media, opportunities for word-of-mouth or "buzz" marketing have expanded through platforms like blogs, Facebook, and Twitter. Companies can better monitor customer reactions and shape their marketing strategies accordingly. 3) However, some customers now view online recommendations as less credible, since companies increasingly use covert techniques to spread promotional messages through social networks in the guise of genuine word-of-mouth. Effective word-of-mouth marketing requires a delicate balance.