The renaissance of evangelist marketing in the twenty-first century: Growth of a new marketing tool

The word-of-mouth marketing (WOMM) are described as a ‘new’ standard in modern marketing and evangelism marketing is the most effective form of word-of-mouth marketing. The commoditization of products results in lower customer loyalty and so an increased propensity to switch products. Companies therefore labor under the constant necessity of acquiring new customers. This brings about a considerable increase of marketing communication and advertising pressure, resulting in a vicious circle of problems. From this development we may infer that the classical sales approach has become more and more unpopular with consumers. They often feel harassed by the many advertising messages and read this flood of information either selectively or not at all. and increasingly ignore them. They again give interpersonal communication a high priority and rely on their purchasing decisions more and more on recommendations from their social environment and from strangers on the Internet.