Word-of-mouth, word-of-web & P2P／C2C communication：Understanding ‘viral’ (‘buzz’) marketing and the theory behind‘social epidemics’.pdf

Word-of-mouth,word-of-web&P2P/munication:Understanding‘viral’(‘buzz’)marketingandthetheorybehind‘socialepidemics’munications
munication
Customization
Personalization
Consumerpropagated(C2C)
ordingtoGladwell(2002),municationsandmulti-milliondollaradcampaigns,word-of-(2003)concurthatconsumerstodayplacemoreweightonword-of-mouthinsightsoftheirmoreinfluentialpeersthanonwhattheyhearonTV,,itishardtoimagineanythatcarrythecredibility,andthustheimportance,munication,orWOM(GodesandMayzlin,2004)AccordingtopReichheld(2003),insurveyresearch,‘mend’isthestrongestpredictorofbusinessperformance(notcustomersatisfaction)Page33Intro(cont)Whencustomersactasreferees,,marketingscholarshavedabbledwiththeWOMissue-essesinthisregardhavebeenmodest(dueprimarilytomethodological/ethicaldifficultiesassociatedwithmeasurement).Inmanyrespects,W-O-moncoldistomedicine…ubiquitous,everpresent,annoying(!),butseeminglyincurable….despitegreatadvancesinother,plex(?!)areas…IsW-O-Mtoremainmarketing’sAchilles'heal?’s‘sixdegreesofseparation’(1967)–chainletterexperiment(OmahaNebraskatoBoston)andsociologistMarkGranovetter’s(1973)seminalworkonthepowerofweakties(20%jobads/20%formalinterviews/headhunters/works–weakties)also
workTheorySocialcapital
Theoryofgift-giving*andgift-receiving
TheoryofAgapicgiving
Theoryofreciprocity
Epidemiologytheory
Galton-Watsonbranchingtheory(mathematics)
TheoryofSocialInfluence
PsychologyofRumour*SpiceClubPage55FollowingGranovetter(1973)‘headhunters’todaystillrelyonweakties(60%)!PrivateandConfidentialDearProfessorEwingABCistheUK','s####