Deciphering Word-of-Mouth Marketing Campaign Reach: Everyday Conversation versus Institutionalized Word of Mouth
Lars Groeger and Francis Buttle
Macquarie Graduate School of Management, Australia
MANAGEMENT SLANT
- Incentivizing participants to increase the number of activated relevant clusters could significantly increase direct reach.
- Participants who activated the highest number of clusters all reported that campaign-related word of mouth (WOM) was predominantly embedded in everyday conversation.
- Campaign participants who activated the smallest proportion of their network clusters (less than one-third) all followed a predominantly institutional WOM approach.
- When the campaign message has spread widely into participants' social networks, participants will have taken...