Car talk: the role and impact of word of mouth in brand choice

David G. Bakken

Word of mouth (WOM) is the hot topic in marketing these days, with spending on WOM projected to hit $1.3 billion (US$) in 2008.

Car talk: the role and impact of word of mouth in brand choice

David G. BakkenMarketing Science and Advanced Analytics, Harris Interactive, United States

INTRODUCTION

Word of mouth is the hot topic in marketing these days. As reported by BrandWeek.com,spending on word of mouth marketing is projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about brands has intensified in recent years for a variety of reasons, but one factor is the realization that under the right circumstances, the spread of word of mouth looks much like an...

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