Leveraging Facebook data to map and analyse the diffusion of offline word-of-mouth

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


Though marketing academics and practitioners alike acknowledge the importance of capturing and measuring word-of-mouth (WOM), recent advances in this field focus primarily on online interactions, thus neglecting offline conversations and the social-structural context within which they are embedded. Using Social Network Analysis, we marry friendship network data from Facebook.com with self-reported conversation data associated with a WOM-Marketing campaign to explore the influence of social-structural context on the diffusion of offline word-of-mouth. The sampling, data-gathering, and analytic aspects of friendship network analysis are described and illustrated with a field case study. Data are collected using a specially developed Facebook app. In addition to describing the structure of friendship networks, we show how WOM is embedded in those networks and the role played by tie strength in message dissemination, producing insights that are new to marketing academics and potentially useful to marketing managers.
Original languageEnglish
Title of host publicationProceedings of the Academy of Marketing Conference 2012
Subtitle of host publicationmarketing : catching the technology wave
Place of PublicationSouthampton, UK
PublisherAcademy of Marketing
Number of pages9
ISBN (Print)9780854329472
Publication statusPublished - 2012
EventAcademy of Marketing Conference (2012) - Southampton, UK
Duration: 2 Jul 20125 Jul 2012


ConferenceAcademy of Marketing Conference (2012)
CitySouthampton, UK



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

Cite this

Groeger, L., & Buttle, F. (2012). Leveraging Facebook data to map and analyse the diffusion of offline word-of-mouth. In Proceedings of the Academy of Marketing Conference 2012: marketing : catching the technology wave (pp. 1-9). Southampton, UK: Academy of Marketing.