https://archives.christuniversity.in/files/original/ee866b68fa549dca504b087ced0cc499.pdf 7aa809f29fae56ceae201ccfa88f6c0f Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource MPHIL Mphil Mphil Thesis Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource CREDIBILITY OF WORD OF MOUTH ADVERTISING: A COMPARATIVE STUDY OF MOVIES AND FMCG Creator An entity primarily responsible for making the resource THAKER SHRADDHA Date A point or period of time associated with an event in the lifecycle of the resource 2012 Source A related resource from which the described resource is derived Media Studies Description An account of the resource Word of mouth which is synonymous to organic marketing, buzz marketing and viral marketing is one of the most popular and a non expensive form of advertising which is undertaken by almost anyone and everyone. The changing times are seeing a changing use of this form of advertising. The study revolves around this medium of mass communication and mass consumption. The researcher thus seeks to understand the use of word of mouth advertising in case of movies and fast moving consumer goods and to find out its credibility in terms of usage. A sample size of 100 was selected using snowball sampling technique. The method of primary data collection comprised of surveys in the form of questionnaire which was distributed online. The study revealed that word of mouth advertising is more preferred, trusted and considered credible in case of movies which is the greatest source of entertainment for people even today and not fast moving consumer goods which are tried and tested by consumers themselves.