Word-of-mouth marketing influence on offline and online communications: evidence from case study research

Lars Groeger; Francis Buttle

Word-of-mouth marketing influence on offline and online communications: evidence from case study research

Macquarie Graduate School of Management

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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 language	English
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
Pages	20-40
Number of pages	21
ISBN (Print)	9780415743808
Publication status	Published - 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

Cite this

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title = "Word-of-mouth marketing influence on offline and online communications: evidence from case study research",

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.",

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year = "2015",

language = "English",

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T1 - Word-of-mouth marketing influence on offline and online communications

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AU - Groeger, Lars

AU - Buttle, Francis

N1 - First published in: the Journal of Marketing Communications 20(1-2) pp. 21-41

PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

KW - brand ambassador

KW - Facebook

KW - social network analysis

KW - word-of-mouth

KW - word-of-mouth marketing

M3 - Chapter

SN - 9780415743808

SP - 20

EP - 40

BT - Word of mouth and social media

A2 - Kimmel, Allan J.

A2 - Kitchen, Philip J

PB - Routledge, Taylor and Francis Group

CY - Abingdon, Oxon ; New York

ER -

Word-of-mouth marketing influence on offline and online communications: evidence from case study research

Abstract

Bibliographical note

Keywords

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Cite this