Subject Index
 

This article discusses word-of-mouth trends, and how they work. The theory behind Malcolm Gladwell's The Tipping Point is that social epidemics are spread by a few exceptionally influential people, ha ...

There is still much to be learned about calculating the economic value of referrals and other word-of-mouth activities, both online and offline. Reichheld's 'ultimate question'- would you recommend u ...

This paper reports on a project by OMD that uses online survey research and TGI data to identify all the influences on consumers in 10 different and map typical paths to purchase in those markets. It ...

How can advertisers track online word of mouth about brands when there are more than 70m English language internet blogs? This article examines tools called brand association maps to measure what is s ...

John Griffiths, Planning Above and Beyond, reports on WOM UK's 'How To' Word of Mouth Marketing Workshop. Among the topics under discussion were how to identify 'influencers', using brand agents, esta ...

Word of mouth (WOM) is an important component of a complex and dynamic marketplace environment, and as such, WOM research is best undertaken as part of a holistic research program. Five principles des ...

Andrew Wiseman, a director at Nunwood's Market Analytics business division, argues that though customer satisfaction is recognised as an important contributor to business success, the measurement of t ...

This study identifies social uses of advertising by young male adults who have been brought up in a mass media-driven society, which makes them more advertising literate. A diary study revealed the fr ...

This paper aims to help brand owners and their agencies harness the growing power and influence of 'Word of Mouth' communication. It argues that 'Word of Mouth', both off- and online, is a medium that ...

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 ...

Alain Samson discusses the differing impact and variables of negative and positive word of mouth, how to research them and how to measure their effects. He also discusses how WOM can be forecasted, an ...

This paper describes a number of suppliers, tools and systems that are capturing and analysing word-of-mouth comments about brands on internet blog sites and chat rooms, and delivering valuable inform ...

Although not new, Word of Mouth (WOM) has been boosted to a new level by the internet, and the countless websites that enable people to read, discuss and contribute product reviews. The problem for m ...

This article discusses whether word of mouth (WOM) effects are measurable and, if so, how this may be done. It covers online versus offline WOM, the difference between B2B and B2C WOM, concerns about ...

This paper provides data showing that customer word of mouth recommendation rates predict sales growth for retail banks, car manufacturers, mobile phone networks and supermarkets in the UK. The more c ...

Shula Bigman, president of Communications Options, NY, explains that word-of-mouth and buzz marketing has its roots in the 'two-step communication flow' theories of Lazarsfeld/Katz and Dichter 50 year ...

Roderick White introduces Admap's focus on buzz marketing. He explains what word-of-mouth marketing (WOMM) is, and how the internet has created 'a bearpit of comment, hearsay, urban myth and expertis ...

Steve Watkins puts the case for word of mouth in communicating with the youth market. Using research conducted by 2cv: research for ROAR (a media consortium comprising Channel 4, EMAP, the Guardian a ...

Denise Turner, director of insight and effectiveness at Media Planning Group, argues that advocacy or word of mouth is the most active dynamic influence on brand preference, product choice and custome ...

This paper outlines a new approach to investigating and understanding the impact of word-of-mouth on purchases. The methodology has confirmed the power of word-of-mouth but more importantly has identi ...

In this article the authors demonstrate how a customer lifetime value approach can provide a better assessment of advertising effectiveness that takes into account postpurchase behaviors such as word- ...

Pester power or 'the nag factor' is not the dominant force in purchase decisions - Many factors are at play, most notably word of mouth. Long considered to be beyond the realms of the marketer, the a ...

A new model approach is developed to evaluate the market performance of new film releases as a function of advertising. The proposed model sequentially links planned advertising expenditures for a new ...