Word-of-mouth marketing influence on offline and online communications

Evidence from case study research

Lars Groeger*, Francis Buttle

*Corresponding author for this work

Research output: Contribution to journalArticle

22 Citations (Scopus)


This case study reports results from three research studies conducted over 12 weeks as part of a product seeding campaign. Partnering with a word-of-mouth marketing (WOMM) agency for this research, studies 1 and 2 report agency-conducted surveys of campaign participants' online and offline word-of-mouth (WOM) behaviors. Study 3 deployed an innovative web-based methodology to map and visualize WOM communication patterns, to reveal how campaign-related conversations spread within and across offline friendship networks and the role played by tie strength in that process. We find that agency reports of WOMM campaign results overstate reach and understate frequency. Our results have implications for the measurement of reach and frequency of WOMM campaigns.

Original languageEnglish
Pages (from-to)21-41
Number of pages21
JournalJournal of Marketing Communications
Issue number1-2
Publication statusPublished - 2014

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