How does Web 2.0 stretch traditional influencing patterns?

Word of mouth (WOM) is attracting increased attention as a vital source of influence on purchase decision- making.

How does web 2.0 stretch traditional influencing patterns?

Derek Eccleston and Luca GriseriHarris Interactive


There is a Buzz Around Word-of-Mouth and Web 2.0

Word of mouth (WOM) is attracting increasing attention as a vital source of influence on purchase decision making. The rapid uptake of online social networking and other types of Web 2.0 applications raises the question of whether the Internet is having an impact on WOM activity and if so, what that impact is.

There have been a number of studies undertaken and books written about the mechanics of WOM, and, in particular,...

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