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.