Word-of-mouth marketing agencies typically report campaign results in terms of the numbers of people receiving the brand message from campaign participants. These reports say nothing about the types of conversation in which the WOMM message is embedded. Using a custom-developed Facebook app and Social Network Analysis we reveal that half of offline campaign-related conversations are deliberately initiated by the campaign participant and half emerge in everyday conversation. Implications for agencies and clients are explored.
|Title of host publication||EMAC 44th Conference|
|Subtitle of host publication||Leuven, Belgium, May 26-29 2015|
|Place of Publication||Leuven, Belgium|
|Publisher||Katholieke Universiteit Leuven|
|Number of pages||7|
|Publication status||Published - 2015|
|Event||European Marketing Academy Conference (44th : 2015) - Leuven, Belgium|
Duration: 26 May 2015 → 29 May 2015
|Conference||European Marketing Academy Conference (44th : 2015)|
|Period||26/05/15 → 29/05/15|
- word of mouth
- word of mouth marketing
- social network analysis
Groeger, L., & Buttle, F. (2015). How everyday conversation promotes WOM-marketing campaign reach: a mixed methods investigation. In EMAC 44th Conference: Leuven, Belgium, May 26-29 2015 (pp. 1-7). Leuven, Belgium: Katholieke Universiteit Leuven.