Research: Managed WOM Not Different from Organic WOM
WOM generated in "managed" programs is not all that different from everyday "organic" WOM. That's a key finding in a paper to be published next year by Dr. Walter Carl of Northeastern University. While stressing every day relationships and conversation as a key toward effective WOM and buzz marketing, the study also concluded that managed WOM programs do not unduly inundate social networks in part because 80% of all WOM occurs face-to-face. Co-sponsored by BzzAgent, Carl's study investigated differences in WOM behavior and results between organized programs and naturally occurring WOM.
More info:
http://womma.org/pages/2005/08/the_value_of_ma.htm
http://www.atsweb.neu.edu/w.carl
http://customerevangelists.typepad.com/blog/2005/08/the_science_of_.html
