Product usage and firm-generated word of mouth: some results from FMCG product trials

Theory and past research suggests that greater levels of consumer involvement and product usage lead to higher levels of word of mouth (WOM).

Product usage and firm-generated word of mouth: some results from FMCG product trials

Alain Samson

The London School of Economics and Political Science

Introduction

In the literature on firm-generated word of mouth (WOM), market researchers have been concerned with understanding the antecedents, processes and consequences of product-related communication between consumers, with the potential of generating a measurable effect on sales (e.g. Holmes & Lett 1977; Jain et al. 1995; Buttle 1998; Biyalogorsky et al. 2001; Carl 2006; Kirby & Marsden 2006; Kumar et al.2007; Godes & Mayzlin 2009). In marketing practice, campaigns aimed at producing...

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