Deciphering Word-of-Mouth Marketing Campaign Reach: Everyday Conversation versus Institutionalized Word of Mouth

Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded.

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...

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