word of mouth research 2010

city mouth

Image by Silent Silk (license)

Last year I wrote a couple of research papers on WoM. I thought it would be a shame not to post them here on the blog. So here they are for download:

‘Creating stronger, more effective word of mouth campaigns’ is an analysis on some research that came out of Wharton University in 2010. In this, Jonah Berger, Eric Schwartz & Andrew T Stephen looked at the behavioural processes involved in generating WoM.

‘Valuing consumer influencers’ is based on the McKinsey quarterly review and a study out of the UK from BBC/Future Foundation/Carat analysing the ‘traits’ of influential consumers. Here I look at how consumer influencers are defined.

Enjoy ;)

 

Zoe Boalch

About Zoe Boalch

Zoë Boalch is co-founder of Contagious Agency. Zoë likes: hot chili, yoga, learning new stuff, positive people, taking risks Zoë dislikes: naysayers, grumpy people, rather large egos
This entry was posted in advocacy, research & stats, word of mouth and tagged , , , , . Bookmark the permalink.

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