How everyday conversation promotes WOM-marketing campaign reach

a mixed methods investigation

Lars Groeger, Francis Buttle

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution


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.
Original languageEnglish
Title of host publicationEMAC 44th Conference
Subtitle of host publicationLeuven, Belgium, May 26-29 2015
Place of PublicationLeuven, Belgium
PublisherKatholieke Universiteit Leuven
Number of pages7
Publication statusPublished - 2015
EventEuropean Marketing Academy Conference (44th : 2015) - Leuven, Belgium
Duration: 26 May 201529 May 2015


ConferenceEuropean Marketing Academy Conference (44th : 2015)
CityLeuven, Belgium



  • word of mouth
  • word of mouth marketing
  • social network analysis
  • Facebook

Cite this

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.