What is the "bandwagon effect" concerning word-of-mouth? (Hanna's comment: This is what Dichter (1966) calls a reversal of the band-wagon effect, which is when people do things just because they are done by others, aka "social proof" [e.g. Sundie et al. 2012)
Answer: It's called the "bandwagon effect" when consumers are proud to use what they consider an "underdog" product. They feel gratified in defying the majority by publicly using an unpopular brand. Though, the real self-confirmation lies in converting others to their own odd choice.
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