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From the Archives: Dispersed Buzz Better Than Concentrated Buzz

Companies using buzz management techniques as part of their marketing mix are better served by instigating more dispersed buzz than by allowing the buzz to stay siloed in just one area, according to David Godes and Dina Mayslin's 2004 Marketing Science article, titled "Using Online Conversations to Study Word of Mouth Communication." The authors, who set out to prove the viability of using online conversations to measure word of mouth, ended up finding this causality. They also investigated the relationship between online and offline communications -- especially as they relate to word of mouth.

Research findings:

* People make offline decisions based on online information.

* Online conversations may be a proxy for offline conversations.

Learn more

Posted by WOMMA Editor on January 26, 2007 9:00 AM

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