The Role of Word-of-Mouth Marketing in Countering Rumors in Non-Profit Organizations in Northwest Syria

Abstract

Non-profit organizations (NPOs) in Northwest Syria operate under exceptionally harsh conditions that frequently restrict their ability to serve all individuals in need. This resource-demand gap often cultivates a sense of perceived injustice among the population, serving as a catalyst for the fabrication and dissemination of rumors. These rumors—circulated through social gatherings and digital platforms—often characterize NPOs as exploitative, politically motivated, or intelligence-affiliated, thereby jeopardizing their credibility with donors and stakeholders. This research investigates the role of Word-of-Mouth Marketing (WOMM), or "Praise Marketing," as an innovative mechanism to counter these phenomena. Utilizing a descriptive-analytical approach, the study evaluates a theoretical framework alongside an empirical study of a random sample ( $n=429$ ) of residents in Northwest Syria. The results indicate that WOMM significantly bolsters organizational immunity against rumors. The study concludes that NPOs should systematically adopt seeding strategies and digital crisis communication platforms to safeguard their humanitarian reputation and ensure organizational sustainability.