How everyday conversation promotes WOM-marketing campaign reach: a mixed methods investigation

Lars Groeger; Francis Buttle

How everyday conversation promotes WOM-marketing campaign reach: a mixed methods investigation

Macquarie Graduate School of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

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 language	English
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
Pages	1-7
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

Conference	European Marketing Academy Conference (44th : 2015)
City	Leuven, Belgium
Period	26/05/15 → 29/05/15

Keywords

word of mouth
word of mouth marketing
social network analysis
Facebook

Cite this

@inproceedings{266c341e7d3e4c9695cab91a11140be2,

title = "How everyday conversation promotes WOM-marketing campaign reach: a mixed methods investigation",

abstract = "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.",

keywords = "word of mouth, word of mouth marketing, social network analysis, Facebook",

author = "Lars Groeger and Francis Buttle",

year = "2015",

language = "English",

pages = "1--7",

booktitle = "EMAC 44th Conference",

publisher = "Katholieke Universiteit Leuven",

address = "Belgium",

note = "European Marketing Academy Conference (44th : 2015) ; Conference date: 26-05-2015 Through 29-05-2015",

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T2 - European Marketing Academy Conference (44th : 2015)

AU - Groeger, Lars

AU - Buttle, Francis

PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

KW - word of mouth

KW - word of mouth marketing

KW - social network analysis

KW - Facebook

M3 - Conference proceeding contribution

SP - 1

EP - 7

BT - EMAC 44th Conference

PB - Katholieke Universiteit Leuven

CY - Leuven, Belgium

Y2 - 26 May 2015 through 29 May 2015

ER -

How everyday conversation promotes WOM-marketing campaign reach: a mixed methods investigation

Abstract

Conference

Keywords

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Cite this