Dissecting Word-of-Mouth's Effectiveness and How to Use It as a Proconsumer Tool

  title={Dissecting Word-of-Mouth's Effectiveness and How to Use It as a Proconsumer Tool},
  author={Bodo Lang and Robert A. Lawson},
  journal={Journal of Nonprofit \& Public Sector Marketing},
  pages={374 - 399}
  • Bodo Lang, R. Lawson
  • Published 1 October 2013
  • Business
  • Journal of Nonprofit & Public Sector Marketing
Companies are increasingly relying on alternative promotional activities, such as word-of-mouth communication (WOM), to reach their target markets. From a consumer protection perspective this may be troubling, as consumers may not always be aware of what is commercially motivated WOM and what is not. Based on a synthesis of the literature, this article develops the first practitioner-friendly model, which explains WOM's effectiveness as an information source for consumers and why it is a… Expand
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