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Modeling the power of "word of mouse"

Date of publication: June 14, 2004

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Bruce Grey Tedesco, Pat Kidd

Abstract:

A new approach to modeling the impact of bad corporate news spread through the internet is presented in this paper. Complexity Science concepts are used to simulate how a firm can respond to the spread emails which may damage corporate reputation. Recommendations are given for action against negative email.

Bruce Grey Tedesco

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Pat Kidd

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Tedesco and Kidd (2004a, June 14). Modeling the power of "word of mouse". ANA - ESOMAR. Retrieved July 12, 2025, from


https://ana.esomar.org/documents/the-balance-of-power-in-a-marketing-channel