Modeling the power of ‘word of mouse’

Pat Kidd and Bruce Grey Tedesco

A new approach to modeling the impact of bad corporate news spread through the internet is presented in this paper.

Modeling The Power of “Word of Mouse”

Bruce Grey TedescoTedesco Analytics, Inc., United States.

Pat KiddWirthlin Worldwide, United States.

COMPLEXITY SCIENCE MODELS

Cultural transmission is studied by following the collective behavior of a selected group. In the case of corporate reputation, messages flowing through the customer and constituent culture have a direct influence.

The “subterranean” nature of internet communications, in which information can be originated and spread through unofficial, and in some ways uncontrollable channels, requires a shift in thinking about measurement. The spread of information is viral in nature, with one person having the capability of “infecting”...

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