Influencing word of mouth on the internet can ruin brands

Companies can do themselves severe damage by trying to manipulate word of mouth on the internet without understanding how internet conversations work.

Influencing word of mouth on the internet can ruin brands

Sharon Greene

In order to boost the advertising and marketing campaign that accompanied the 2006 launch of its new PlayStation Portable (PSP) handheld game console, Sony marketers came up with a great idea – or so they thought. It went something like this: in the world of videogames, word of mouth is crucial; praise or criticism can make or break a product's reputation; also, the launch of a new console, a new accessory or a new game is a key moment during which the appeal is established in just a...

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