Some word of mouth is immediate, while some is ongoing. Imagine you’ve just gotten an e-mail about a new recycling initiative. Do you talk about it with your coworkers later that day? Mention it to your spouse that weekend? If so, you’re engaging in immediate word of mouth. This occurs when you pass on the details of an experience, or share new information you’ve acquired, soon after it occurs. Ongoing word of mouth, in contrast, covers the conversations you have in the weeks and months that follow. The movies you saw last month or a vacation you took last year.
