In this monograph we examine the extent to which word-of-mouth communication (WOM) plays a complementary and/or substitute role with regard to advertising. A review of the existing literature reveals the main similarities and differences between these constructs. We also examine the conditions...

Word of mouth marketing — the intentional influencing of consumer-to-consumer communications — is an increasingly important technique. The authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent...

This paper investigates the impact of Word of Mouth (WOM) on Consumer Based Brand Equity (CBBE) creation. WOM characteristics such as, volume, valence, and source quality are studied to find how intensely they each affect brand awareness, perceived quality, and brand association. This...

This paper studies the influence of network topology on the speed and reach of new product diffusion. While previous research has focused on comparing network types, this paper explores explicitly the relationship between topology and measurements of diffusion effectiveness. We study...

Major Hollywood studios typically release new movies in North America in one of the two ways, wide release or platform release. In this paper, we investigate how release form affects the demand of a new movie after it is nationally released. In particular, we focus on movies for which the...

The purpose of the research is to investigate whether consumers who conduct online product research also more likely to post online product reviews. An information theory-based classification algorithm is used to estimate the likelihood of a consumer posting an online review conditional on...

Corporate social responsibility (CSR) is a hot topic in management today. More than ever before, companies engage in CSR initiatives to make a positive contribution to society or support their strategic goals. Yet, in the face of a plethora of CSR claims and numerous reported incidents of...

Weekly sales of creative goods—like music records, movies, or books—usually peak shortly after release and then decline quickly. In many cases, however, they follow a hump-shaped pattern where sales increase for some time. A popular explanation for this phenomenon is word of mouth among a...

The deterrent effect of law enforcement rests on the link between the actual and the perceived detection risk. We study the role of word of mouth for this linkage. Our approach makes use of micro data on compliance with TV license fees allowing us to distinguish between households who have been...

More than half of the countries in the world are multilingual, and more than half the world's consumers speak more than one language. Thus, bilingual consumers often receive services provided in a second or nonnative language. This article examines these consumers' word-of-mouth intentions after...