Resources for Word-of-Mouth
I have created a database of word-of-mouth research. These are academic and market research publications, as well as, popular press pieces. The study of word-of-mouth can be broken down into three components: the consequences, the behavioral impact and the drivers (or motivations). I have sectioned out each in the space below.
Word-of-mouth Frameworks
This page includes articles that provide either a good overview, or framework for understanding word-of-mouth.
The Consequences of Word-of-Mouth
What makes word-of-mouth important? What happens as a result of people sharing content and their experiences?
Behavioral Implications
What forces influence the propagation of messages? The idea of influence has been study extensively, but under multiple labels. This section provides papers covering influence (influentials, mavens, opinion leaders, influencers), source credibility, source expertise and trust. From a social exchange perspective, all have implications in how, and under what circumstances, people share.
Drivers of Word-of-Mouth
What drives people to share? What are the underlying motivations for word-of-mouth behaviors? Understanding what drives consumers to communicate, and what needs it fulfills, will help marketers identify what brand characteristics (or brand-realted content) may ultimately stimulate WOM.
Brand Community and Word-of-Mouth
As communities of consumption form around specific contexts, what are the consequences? In many cases, word-of-mouth is examined as a positive for these communities both online and offline.
Word-of-mouth Frameworks
This page includes articles that provide either a good overview, or framework for understanding word-of-mouth.
The Consequences of Word-of-Mouth
What makes word-of-mouth important? What happens as a result of people sharing content and their experiences?
Behavioral Implications
What forces influence the propagation of messages? The idea of influence has been study extensively, but under multiple labels. This section provides papers covering influence (influentials, mavens, opinion leaders, influencers), source credibility, source expertise and trust. From a social exchange perspective, all have implications in how, and under what circumstances, people share.
Drivers of Word-of-Mouth
What drives people to share? What are the underlying motivations for word-of-mouth behaviors? Understanding what drives consumers to communicate, and what needs it fulfills, will help marketers identify what brand characteristics (or brand-realted content) may ultimately stimulate WOM.
Brand Community and Word-of-Mouth
As communities of consumption form around specific contexts, what are the consequences? In many cases, word-of-mouth is examined as a positive for these communities both online and offline.