Making sense of conversations: Using Facebook friendship networks and social network analysis to demystify word of mouth
Lars GroegerMacquarie Graduate School of Management, AustraliaScott TaylorSoup, Australia
WORD OF MOUTH RESEARCH
The power of Word-of-Mouth (WOM) to influence purchase decisions is well known. Yet, the Market Research industry seems relatively slow to truly delve into understanding this key factor. Rarely do we touch on questions such as: Along which ties do brand-based conversations travel? What impact do single and multiple conversations have on purchase behaviour? How does a person's social network structure impact their conversation reach? The list...