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.
|Title of host publication||Word of mouth and social media|
|Editors||Allan J. Kimmel, Philip J Kitchen|
|Place of Publication||Abingdon, Oxon ; New York|
|Publisher||Routledge, Taylor and Francis Group|
|Number of pages||21|
|Publication status||Published - 2015|
Bibliographical noteFirst published in: the Journal of Marketing Communications 20(1-2) pp. 21-41
- brand ambassador
- social network analysis
- word-of-mouth marketing
Groeger, L., & Buttle, F. (2015). Word-of-mouth marketing influence on offline and online communications: evidence from case study research. In A. J. Kimmel, & P. J. Kitchen (Eds.), Word of mouth and social media (pp. 20-40). Abingdon, Oxon ; New York: Routledge, Taylor and Francis Group.