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The Social Buzz Effect

How Word-of-Mouth on Social Media Shapes Buying Decisions

The act of speaking and listening visualized with illustration of speaking mouth and hearing ear
Source: Illustration by Okular

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.

Diagram of marketing mix that could increase effectiveness of social media content.
Source: Illustration by Okular

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. What was once a promising strategy is now a critical imperative.

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.

Collage of OKULAR made contents that using KOLs.
Source: Our Clientele

Quick Tips for Implementing a Winning WOM Strategy

  • Embrace Influencer Marketing: Partner with authentic influencers for genuine endorsements.
  • Encourage User-Generated Content: Create opportunities for and engage with customer-shared experiences.
  • Monitor Social Conversations: Track brand mentions with social listening tools, responding and leveraging sentiment.
  • Build a Community: Foster customer belonging through groups, events, and interaction.
  • Focus on Authenticity: Be transparent, genuine, and responsive on social media.

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? Let’s work together to make some noise (the good kind, of course).

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/

The Social Buzz Effect

How Word-of-Mouth on Social Media Shapes Buying Decisions

The act of speaking and listening visualized with illustration of speaking mouth and hearing ear
Source: Illustration by Okular

Jujur aja, pasti sering liat kan: Nagita Slavina, Baim Wong, dr. Richard Lee, Sarwendah, Lesti Kejora, bahkan Dude Harlino dan Alyssa Soebandono, semua pada live TikTok dan ngasih rekomendasi produk. This is today’s reality.

Kita hidup di era getok tular atau word-of-mouth media sosial, di mana tren TikTok yang viral, review Instagram, atau tweet bisa bikin brand naik atau sebaliknya. Bukan cuma soal apa yang brand mau komunikasikan, tapi apa yang orang lain bilang. Pergeseran ini udah mengubah cara kerja marketing, dan kalau kamu nggak sadar, kamu bakal ketinggalan wave of influence yang gede banget.

Diagram of marketing mix that could increase effectiveness of social media content.
Source: Illustration by Okular

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

Di tahun 2011, Guillermo Armelini dkk. nulis “Adding Social Media to the Marketing Mix,” artikel visioner yang ngebahas pergeseran dari media tradisional ke platform sosmed. Mereka ngejelasin gimana perusahaan bisa manfaatin word-of-mouth di dunia digital dan masukkin sosmed ke strategi marketing yang lebih luas. Sekarang? Sosmed sering jadi platform utama. Munculnya influencer marketing, user-generated content, dan social commerce udah melipatgandakan kekuatan WOM. What was once a promising strategy is now a critical imperative.

Why WOM Still Reigns Supreme (Especially in Indonesia)

Did you know kalau di tahun 2025, Indonesia punya penetrasi sosmed 50,2% dari total populasi, dengan pengguna ngabisin rata-rata 3 jam 8 menit sehari di platform ini, jauh di atas rata-rata global. Clearly, the digital tide has yet to recede. Tingkat engagement ini membuat WOM jad andalan para brand untuk usaha marketing mereka.

Kenapa WOM penting banget? Karena di dunia yang penuh iklan, konsumen lebih percaya rekomendasi dari orang yang mereka anggap setara atau ahli. Sosmed udah mendemokratisasi pengaruh, ngasih kesempatan siapa aja yang punya platform buat jadi influencer atau kritikus brand. Kepercayaan ini, ditambah jangkauan sosmed yang luas banget, bikin WOM jadi kekuatan dahsyat buat ngebentuk perilaku konsumen dan mendorong keputusan beli.

Collage of OKULAR made contents that using KOLs.
Source: Our Clientele

Quick Tips for Implementing a Winning WOM Strategy

  • Influencer Marketing: Gandeng influencer autentik yang audience-nya cocok sama target market kamu. Fokus ke dukungan yang organik, bukan cuma endorsements.
  • User-Generated Content: Bikin kesempatan buat pelanggan bagiin pengalaman mereka sama brand kamu. Adain kontes, kasih insentif, dan aktif interaksi sama konten yang mereka buat.
  • Pantau Percakapan di Sosmed: Pake social listening tools buat ngelacak apa yang orang bilang tentang brand kamu. Tanggepin feedback, respon dan manfaatin sentimen positif.
  • Bangun Komunitas: Ciptain rasa memiliki di antara pelanggan kamu. Bikin grup online, adain acara, dan dorong interaksi.
  • Fokus ke Autentisitas: Di era digital, autentisitas itu yang utama. Be transparent, genuine, and responsive ke audience kamu.

Sosmed udah ngubah word of mouth jadi kekuatan dinamis dan dahsyat yang ngebentuk perilaku konsumen dan keputusan beli. Brand yang paham dan manfaatin “efek buzz di sosmed” ini bakal sukses di era digital. Ready to amplify your brand’s voice and create a WOM strategy that resonates? Let’s work together to make some noise (the good kind, of course).

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/