Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...

Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...

Background - Due to the rapid growth of the Internet and use of e-commerce in recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on...

The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web Sites were considered as a uniform group. The only differentiation factors were the number of users and the amount of traffic passed through the site. This paper classifies the...

An increasing number of business-to-business companies are becoming aware of the power of word-of-mouth communication, also referred to as viral marketing, or buzz. This has lead to an explosion of interest in word-of-mouth communication channels, to identify sources through which companies can...

An increasing number of business-to-business (B2B) companies are becoming aware of the power of word-of-mouth communication, also referred to as viral marketing, or buzz. This has lead to an explosion of interest in word-of-mouth communication channels, so as to identify tools through which...

In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...

Motivated by the rise of social media platforms that achieve a fusion of content and community, we consider the role of word-of-mouth communications (WOM) structured through a network. Using a dataset from YouTube, we examine how cascades of WOM interactions enhance the popularity of videos. We...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

Managers are very interested in word of mouth communication because they believe that a product's success is related to the word of mouth that it generates. However, there are at least three significant challenges associated with measuring word of mouth. First, how does one even gather the data?...