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Instead, Horvitz relies primarily on word of mouth for events, and will sometimes post to his personal Instagram a day or two before an event.

"There's the word of mouth around the events, the judges, the panel, the public perception of them, how the audience react - it does influence."

Cartel operatives have been known to recruit young people with supposedly legitimate opportunities advertised in social media and via word of mouth.

Mr Drew says the school benefits from its good reputation, and that word of mouth is "the single best recruiter" of new teachers.

Mr Vaishnav said data from 2020 shows that online news was the primary source of information about India, followed by television, social media and word of mouth.