Firm-Created Word-of-Mouth Communication: Evidence from a Field Test

Published Online:https://doi.org/10.1287/mksc.1080.0444

References

  • Anderson E. W. Customer satisfaction and word of mouth. J. Service Res. (1998) 1(1):5–17CrossrefGoogle Scholar
  • Anderson E. W., Sullivan M. W. The antecedents and consequences of customer satisfaction for firms. Marketing Sci. (1993) 12(2):125–143LinkGoogle Scholar
  • Arndt J. Role of product-related conversations in the diffusion of a new product. J. Marketing Res. (1967) 4(August):291–295CrossrefGoogle Scholar
  • Bearden W., Etzel M. Reference group influence on product and brand purchase decisions. J. Consumer Res. (1982) 9:183–194CrossrefGoogle Scholar
  • Bell D. R., Song S. Social contagion and trial on the Internet: Evidence from online grocery retailing. (2004) . Wharton School Marketing Department Paper, University of Pennsylvania, PhiladelphiaGoogle Scholar
  • Biyalogorsky E., Gerstner E., Libai B. Customer referral management: Optimal reward programs. Marketing Sci. (2001) 20(1):82–95LinkGoogle Scholar
  • Bloch P. H., Richins M. L. A theoretical model for the study of product importance perceptions. J. Marketing (1983) 47(3):69–81CrossrefGoogle Scholar
  • Bolton R. N., Drew J. H. Mitigating the effect of service encounters. Marketing Lett. (1992) 3(1):57–70CrossrefGoogle Scholar
  • Bowman D., Narayandas D. Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior. J. Marketing Res. (2001) 38(3):291–297CrossrefGoogle Scholar
  • Cameron A. C., Trivedi P. K.Regression Analysis of Count Data (1998) (Cambridge University Press, Cambridge, UK) CrossrefGoogle Scholar
  • Chaudhuri A., Holbrook M. B. The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. J. Marketing (2001) 65(2):81–93CrossrefGoogle Scholar
  • Chevalier J. A., Mayzlin D. The effect of word of mouth on sales: Online book reviews. J. Marketing Res. (2006) 43(3):345–354CrossrefGoogle Scholar
  • Cialdini R., Sagarin B., Brock T., Green M. Principles of interpersonal influence. Persuasion: Psychological Insights and Perspectives (2005) 2nd ed.(Sage Publications, Thousand Oaks, CA) 143–169Google Scholar
  • Coleman J. S., Katz E., Menzel H.Medical Innovation: A Diffusion Study (1966) (Bobbs-Merrill, Indianapolis) Google Scholar
  • Engel J. E., Blackwell R. D., Kegerreis R. J. How information is used to adopt an innovation. J. Advertising Res. (1969) 9(4):3–8Google Scholar
  • Foster A., Rosenzweig M. Learning by doing and learning from others: Human capital and technical change in agriculture. J. Political Econom. (1995) 103(6):1176–1210CrossrefGoogle Scholar
  • Friestad M., Wright P. The persuasion knowledge model: How people cope with persuasion attempts. J. Consumer Res. (1994) 21(1):1–31CrossrefGoogle Scholar
  • Garber T., Goldenberg J., Libai B., Muller E. From density to destiny: Using spatial dimension of sales data for early prediction of new product success. Marketing Sci. (2004) 23(3):419–428LinkGoogle Scholar
  • Godes D. B., Mayzlin D. Using online conversation to study word-of-mouth communication. Marketing Sci. (2004) 23(4):545–560LinkGoogle Scholar
  • Godes D., Mayzlin D., Chen Y., Das S., Dellarocas C., Pfeiffer B., Libai B., Sen S., Shi M., Verlegh P. The firm's management of social interactions. Marketing Lett. (2005) 16(3/4):415–428CrossrefGoogle Scholar
  • Godes D., Ofek E.Case Study: Hasbro Games—POX (2004) (Harvard Business School Publishing, Boston) Google Scholar
  • Goldenberg J., Libai B., Muller E. Talk of the network: A complex systems look at the underlying process of word-of-mouth. Marketing Lett. (2001) 12(3):211–223CrossrefGoogle Scholar
  • Granovetter M. The strength of weak ties. Amer. J. Sociol. (1973) 78(6):1360–1380CrossrefGoogle Scholar
  • Gupta S., Mela C. F., Vidal-Sanz J. M. The value of a “free” customer. (2006a) . HBS Working Paper 07-035, Harvard Business School, BostonGoogle Scholar
  • Gupta S., Hardie B., Kahn W., Kumar V., Lin N., Ravishanker N., Sriram S. What is the true value of a lost customer? J. Service Res. (2006b) 9(2):139–155CrossrefGoogle Scholar
  • Hartmann W. R., Viard V. B. Do frequency reward programs create switching costs? A dynamic structural analysis of demand in a reward program. Quant. Marketing Econom. (2008) 6(2):109–137CrossrefGoogle Scholar
  • Hogan J. E., Lemon K. N., Libai B. What is the true value of a lost customer? J. Service Res. (2003) 5(3):196–208CrossrefGoogle Scholar
  • Holmes J. H., Lett J. D. Product sampling and word of mouth. J. Advertising Res. (1977) 17(5):35–40Google Scholar
  • Jacoby J., Hoyer W. D., Monroe K. B. What if opinion leaders didn't know more? A question of nomological validity. Advances in Consumer Research (1981) 8(Association for Consumer Research, Ann Arbor, MI) 299–303Google Scholar
  • Jacoby J., Kyner D. B. Brand loyalty vs. repeat purchasing behavior. J. Marketing Res. (1973) 10(1):1–9CrossrefGoogle Scholar
  • Kardes F.Consumer Behavior and Managerial Decision Making (2002) 2nd ed.(Prentice Hall, Upper Saddle River, NJ) Google Scholar
  • Katz E., Lazarsfeld P. F.Personal Influence (1955) (Free Press, Glencoe, IL) Google Scholar
  • Keller E., Berry J.The Influentials (2003) (Free Press, New York) Google Scholar
  • Keller K. L., Lehmann D. R. Brands and branding: Research findings and future priorities. Marketing Sci. (2006) 25(6):740–759LinkGoogle Scholar
  • Khermouch G., Green J. Buzz marketing: Suddenly this stealth strategy is hot—But it's still fraught with risk. Bus. Week (2001) July 30):50Google Scholar
  • King C. W., Summers J. O. Overlap of opinion leadership across consumer product categories. J. Marketing Res. (1970) 7(1):43–50CrossrefGoogle Scholar
  • Krishnamurthi L., Raj S. P. An empirical analysis of the relationship between loyalty and consumer price elasticity. Marketing Sci. (1991) 10(2):172–183LinkGoogle Scholar
  • Kruglanski A. W., Mayseless O. Classic and current social comparison research: Expanding the perspective. Psych. Bull. (1990) 108(2):195–208CrossrefGoogle Scholar
  • Manchanda P., Xie Y., Youn N. The role of targeted communication and contagion in new product adoption. Marketing Sci. (2008) 27(6):961–976LinkGoogle Scholar
  • Mayzlin D. Promotional chat on the Internet. Marketing Sci. (2006) 25(2):155–163LinkGoogle Scholar
  • Mazen R., Leventhal H. The influence of communicator-recipient similarity upon the beliefs and behavior of pregnant women. J. Experiment. Soc. Psych. (1972) 8:289–302CrossrefGoogle Scholar
  • McConnell B., Huba J.Creating Customer Evangelists (2003) (Dearborn Trade Publishing, Chicago) Google Scholar
  • O'Malley G. NBC goes viral in effort to win with “Biggest Loser”. MediaPost (2005) September 8). http://publications.mediapost.comGoogle Scholar
  • Neff J. P&G provides product launchpad, a buzz network of moms. Advertising Age (2006) March 20). http://adage.comGoogle Scholar
  • Neslin S. A., Henderson C., Quelch J. Consumer promotions and the acceleration of product purchases. Marketing Sci. (1985) 4(2):147–165LinkGoogle Scholar
  • Petty R. E., Cacioppo J. T., Strathman A. J., Priester J. R., Brock T., Green M. To think or not to think. Persuasion: Psychological Insights and Perspectives (2005) 2nd ed.(Sage Publications, Thousand Oaks, CA) 81–116Google Scholar
  • Reichheld F. F., Sasser W. E. Zero defections: Quality comes to services. Harvard Bus. Rev. (1990) 68(5):105–111Google Scholar
  • Reingen P., Foster B., Brown J. J., Seidman S. Brand congruence in interpersonal relations: A social network analysis. J. Consumer Res. (1984) 11(3):771–783CrossrefGoogle Scholar
  • Rogers E. M.Diffusion of Innovations (1993) 4th ed.(Free Press, New York) Google Scholar
  • Rust R. T., Verhoef P. C. Optimizing the marketing interventions mix in intermediate-term CRM. Marketing Sci. (2005) 24(3):477–489LinkGoogle Scholar
  • Rust R. T., Chung T. S. Marketing models of service and relationships. Marketing Sci. (2006) 25(6):560–580LinkGoogle Scholar
  • Swan J. E., Oliver R. L. Postpurchase communications by consumers. J. Retailing (1989) 65(4):516–553Google Scholar
  • Van den Bulte C., Joshi Y. V. New product diffusion with influentials and imitators. Marketing Sci. (2007) 26(3):400–421LinkGoogle Scholar
  • Van den Bulte C., Lilien G. Medical Innovation revisited: Social contagion versus marketing effort. Amer. J. Sociol. (2001) 106(5):1409–1435CrossrefGoogle Scholar
  • Van den Bulte C., Lilien G. Two-stage partial observability models of innovation adoption. (2003) . ISBM Report 15-2001, Institute for the Study of Business Markets, The Pennsylvania State University, University ParkGoogle Scholar
  • Verlegh P. W. J., Verkerk C., Tuk M. A., Smidts A. Customers or sellers? The role of persuasion knowledge in customer referral. Adv. Consumer Res. (2004) 31:304–305Google Scholar
  • Walker R. The hidden (in plain sight) persauders. New York Times (2004) December 5). http://www.nytimes.com/2004/12/05/magazine/05BUZZ.htmlGoogle Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.