The analysis of WOM in Slovak Republic and impact of WOM on consumers' purchasing decision

Communication is one of the basic things for building up human relations. People often spread their opinions and information about products and services. This article focuses on the analysis of marketing communication and WOM in Slovak republic. Word of mouth is an informal communication between customers, which consist of information about products and services. Nowadays in Slovakia this topic is very frequent but still not very investigated. The main object of the survey is to find the reasons for which people are willing to communicate about their products and services. The authors also examine the impact of word of mouth communication on consumers purchasing decision. Collected data were analyzed by using the basic statistic tools. The objects of the research are respondents from generation Y. Collected data are based on questionnaire survey. The aim of this study is to determine the main reason for spreading up the word of mouth about products and services. The results of the survey show differences in communication of generation Y in Slovak republic in comparison with standards and paradigms of marketing communication. (C) 2015 The Authors. Published by Elsevier B.V.