Final answer:
Word-of-mouth communication carries weight as an information source due to trust, common interests, and social influence.
Step-by-step explanation:
Word-of-mouth communication carries a particular weight as an information source due to several factors. Firstly, people tend to trust their friends and peers, so when they receive information from them, they often readily accept it. This trust is built on the assumption that their friends are honest and well-informed. Secondly, word-of-mouth communication occurs within social networks where there are common interests and trust, further enhancing the credibility of the information. Lastly, word-of-mouth communication has a socializing effect, as friends share their opinions and beliefs with each other, influencing the perspectives of their peers.