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

evidence from case study research

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

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
Title of host publicationWord of mouth and social media
EditorsAllan J. Kimmel, Philip J Kitchen
Place of PublicationAbingdon, Oxon ; New York
PublisherRoutledge, Taylor and Francis Group
Pages20-40
Number of pages21
ISBN (Print)9780415743808
Publication statusPublished - 2015

Bibliographical note

First published in: the Journal of Marketing Communications 20(1-2) pp. 21-41

Keywords

  • brand ambassador
  • Facebook
  • social network analysis
  • word-of-mouth
  • word-of-mouth marketing

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