Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness
Ted SmithCNET NetworksJames R. CoyleElizabeth LightfootCNET Networks BusinessAmy ScottMedTrackAlertIn today's highly fragmented media landscape, generating positive word of mouth (WOM) among consumers has become a very important tool for marketers (Bowman and Narayandas, 2001; Godes and Mayzlin, 2004; Liu, 2006), and this is especially so in digital media (Huang and Chen, 2006). Traditional marketing methods simply do not reach their target audiences with the same effectiveness as they did just a decade...