Will on Line Word of Mouth Be Less Effective?

On line word of mouth has exploded as people spend more and more time in front of their screens. When we as consumers, seed messages from advertisers, we know they have something to gain. If you received a recommendation from a friend, it would probably be more persuasive than seeing an ad for the same product. The reason is simply that your friend was not tangibly compensated. And recommendations from friends and families are trusted more than recommendations from any other source.