StartSampling Inc. and McElroy Inc. have released a study that reveals a four-step word-of-mouth (WOM) process: awareness, research, personal experience and recommendation.

The research found that social persuaders and influencers are 61 percent more likely than total respondents surveyed to learn about products or services through online and offline product reviews.

These consumers are also more than 40 percent more likely to become aware through shopping websites and online portals.

"While there is a lot of good research out there on word-of-mouth marketing, we think the SPI Report is the first research offering to really peel back the onion for marketers, says Larry Burns, president and chief executive officer of StartSampling. "Everyone knows that influential consumers are extremely important to WOM marketing, but what the SPI Report shows is that they are also extremely reachable."

For more insight on WOM, read "How to Earn WOM Recommendations".