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Measuring word of mouth

Date of publication: October 8, 2006

Catalogue: Leisure 2006

Authors: Heather Magaw, Judy Melanson

Abstract:

While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise. This paper combines a discussion of the results from a primary market research study on the presence, levels, and financial impact of word-of-mouth advocacy across eight leisure and travel industry sectors with practical how-to advice for a five-step program to develop, implement, and measure the impact of advocacy strategies.

Heather Magaw

Author

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Judy Melanson

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Research Papers

Word of mouth and media

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Berend H. Feddersen

 

June 15, 1961

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Citation

Feddersen, B. H. (1961a, June 15). Word of mouth and media. ANA - ESOMAR. Retrieved July 05, 2025, from


https://ana.esomar.org/documents/word-of-mouth-and-media


Research Papers

Electronic word-of-mouth

Catalogue: Congress 2006: Foresight

Authors: Jamie Burton, Marwan Khammash, Katherine Allan

 

September 17, 2006

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Citation

Burton, Khammash and Allan (2006a, September 17). Electronic word-of-mouth . ANA - ESOMAR. Retrieved July 05, 2025, from


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Research Papers

Integrating word of mouth into consumer centric measurement

Catalogue: WM3 2010: Your Audience = Media Consumer + Generator

Authors: Lynne Robinson, Ed Keller

 

October 21, 2010

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Citation

Robinson and Keller (2010a, October 21). Integrating word of mouth into consumer centric measurement. ANA - ESOMAR. Retrieved July 05, 2025, from


https://ana.esomar.org/documents/integrating-word-of-mouth-into-consumer-centric-measurement


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Citation

Magaw and Melanson (2006a, October 08). Measuring word of mouth. ANA - ESOMAR. Retrieved July 05, 2025, from


https://ana.esomar.org/documents/integrating-word-of-mouth-into-consumer-centric-measurement