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.
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
Research Papers
Engaging the new consumer
Catalogue: Asia Pacific 2007
Authors: Lee Ryan, Mark Leong
Company: KANTAR TNS Malaysia
March 12, 2007
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
