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Case studies

Evolution of beauty: Dove case study

In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer...

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 April 27, 2024, from


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


Research papers

A new approach for measuring 'buzz'

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...

Catalogue: WM3 2007
Authors: Dennis Claus, Steven van Belleghem, Christophe Vergult, Niels Schillewaert
Company: InSites Consulting
June 3, 2007
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Citation

Claus, van Belleghem, Vergult and Schillewaert (2007a, June 03). A new approach for measuring 'buzz'. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-new-approach-for-measuring-buzz-