To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic … research, 2) connects consumer and marketing research to high-level theorizations of power, and 3) outlines specific avenues …

’ 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 …