A new approach for measuring “buzz”: word of mouth and word of mouse

Annelies Verhaeghe, Niels Schillewaert, Steven Van Belleghem, Christophe Vergult and Dennis Claus

With the growth of the internet, a new dimension has been added to word of mouth: namely, word of mouse.

A new approach for measuring “buzz”: word of mouth and word of mouse

Annelies Verhaeghe, Niels Schillewaert, Steven Van Belleghem, Christophe Vergult and Dennis ClausInSites Consulting, Belgium

INTRODUCTION

In his classic book on social epidemics, The Tipping Point,Malcom Gladwell (2000) tells the story of Paul Revere. On a spring day in 1775 this American silversmith received word that the British army would march on Lexington the next morning to suppress the local opposition. He embarked on a two hour journey during travelling 20 kilometres. In every village he passed,...

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