Forum - How does Web 2.0 stretch traditional influencing patterns?

Derek Eccleston and Luca Griseri

This paper examines how online and Web 2.0 applications affect commercial influencing behaviour (by which we mean word of mouth or click, in relation to three core influencing behaviours: collecting information, and discussing and recommending products and/or services).
  

Forum – How does Web 2.0 stretch traditional influencing patterns?

Derek Eccleston and Luca GriseriHarris Interactive

BACKGROUND TO THE STUDY

It has long been acknowledged that brand owners need to understand who the people who talk about their products and services are: in other words, who is spreading opinion in their product category, how information is being disseminated and, crucially, why.Marketers have long recognised that the ability of the few to influence the many by promulgating compelling ideas and information has great potential value, and businesses have...

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