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A new approach for measuring 'buzz'

Date of publication: June 3, 2007

Catalogue: WM3 2007

Company: InSites Consulting

Authors: Dennis Claus, Steven van Belleghem, Christophe Vergult, Niels Schillewaert

Abstract:

With the growth of the internet, a new dimension was added to Word of mouth, namely word of mouse. This paper introduces a new model that can serve as a framework for marketers, advertisers and market researchers for better understanding online word of mouse behaviour and measuring the effectiveness of a viral campaign. Results show that word of mouse has a significant impact on attitude formation about the brand and on the consumer buying process. Practical implementations for practitioners are discussed.

Dennis Claus

Author

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Steven van Belleghem

Author

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Christophe Vergult

Author

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Niels Schillewaert

Author

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Case Studies

Evolution of beauty: Dove case study

Catalogue: Congress 2007: Excellence

Authors: Niels Schillewaert, Steven van Belleghem, Severine Distave, Tom De Ruyck

Companies: InSites Consulting, Unilever

September 19, 2007

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Citation

Schillewaert, van Belleghem, Distave and De Ruyck (2007a, September 19). Evolution of beauty: Dove case study. ANA - ESOMAR. Retrieved August 10, 2022, from


https://ana.esomar.org/documents/evolution-of-beauty-dove-case-study


Research Papers

Engaging the new consumer

Catalogue: Asia Pacific 2007

Authors: Lee Ryan, Mark Leong

Company: KANTAR TNS Malaysia

March 12, 2007

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Citation

Ryan and Leong (2007a, March 12). Engaging the new consumer. ANA - ESOMAR. Retrieved August 10, 2022, from


https://ana.esomar.org/documents/engaging-the-new-consumer


Research Papers

Modeling the power of "word of mouse"

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Bruce Grey Tedesco, Pat Kidd

 

June 14, 2004

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Citation

Tedesco and Kidd (2004a, June 14). Modeling the power of "word of mouse". ANA - ESOMAR. Retrieved August 10, 2022, from


https://ana.esomar.org/documents/modeling-the-power-of-word-of-mouse-


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Citation

Claus, van Belleghem, Vergult and Schillewaert (2007a, June 03). A new approach for measuring 'buzz'. ANA - ESOMAR. Retrieved August 10, 2022, from


https://ana.esomar.org/documents/modeling-the-power-of-word-of-mouse-