Deciphering Word-of-Mouth Marketing Campaign Reach
研究发现口碑营销活动中约一半的对话由参与者主动发起，另一半在日常对话中自然产生；参与者将品牌信息传递到约一半的社交网络群组中。
<h3>ABSTRACT</h3> Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded. Using a specially designed Facebook app and social-network analysis, the current authors revealed that approximately half of campaign-related conversations are initiated intentionally by campaign participants—individuals who deliberately create opportunities to talk to conversation partners in ways aligned with the campaign sponsor9s commercial objectives. The other half emerge in everyday conversation. Participants also deliver the brand message into about half of the social-network clusters to which they belong. For a higher proportion of network clusters to be activated, everyday conversation should be facilitated.