Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the … premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article … discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel …

’ learning of product quality from both marketing communications and WOM. It allows us to measure how effectively firms …’ marketing efforts generate WOM (buzz) and to determine whether WOM influences product adoption primarily through an informative … persuasive effect, the informative effect dominates; therefore, buzz marketing is economically meaningful only for high …

. Prior work in marketing has mainly focused on the aggregate impact of WOM on product sales as well as the generation of WOM … managerial implications on targeting for effective use of WOM as a marketing tool …