A new approach for measuring 'buzz'

Date of publication: June 3, 2007

Catalogue: WM3 2007

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

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Steven van Belleghem

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Christophe Vergult

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Niels Schillewaert

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