Product usage and firm-generated word of mouth: some results from FMCG product trials
Alain Samson
The London School of Economics and Political Science
Introduction
In the literature on firm-generated word of mouth (WOM), market researchers have been concerned with understanding the antecedents, processes and consequences of product-related communication between consumers, with the potential of generating a measurable effect on sales (e.g. Holmes & Lett 1977; Jain et al. 1995; Buttle 1998; Biyalogorsky et al. 2001; Carl 2006; Kirby & Marsden 2006; Kumar et al.2007; Godes & Mayzlin 2009). In marketing practice, campaigns aimed at producing...