Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site

@article{Trusov2009EffectsOW,
  title={Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site},
  author={Michael Trusov and Randolph E. Bucklin and Koen H. Pauwels},
  journal={Journal of Marketing},
  year={2009},
  volume={73},
  pages={102 - 90}
}
The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing… 

Marketing Expenditures and Word-Of-Mouth Communication: Complements or Substitutes?

In this monograph we examine the extent to which word-of-mouth communication (WOM) plays a complementary and/or substitute role with regard to advertising. A review of the existing literature reveals

Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods

Seeded marketing campaigns (SMCs) have become part of the marketing mix for many fast-moving consumer goods (FMCG) companies. In addition to making large investments in advertising and sales

An empirical analysis of factors influencing Electronic Word of Mouth in Social Networking Sites after a brand promotion

Social networking sites have greatly increased in recent years in terms of use by consumers and companies, with more and more frequent development of marketing communication strategies in these

PIN IT TO WIN IT: A Study of Marketing Success in "Curation-Based" Online Social Networks

TLDR
The findings suggest that in this environment, traditional media advertising plays a diminished role, and that attracting followers relies on a mixture of socially-earned media and user engagement within the network.

Herding and Social Media Word-of-Mouth: Evidence from Groupon

TLDR
The comparison suggests that signaling product quality is the underlying mechanism of herding, while the effect of Facebook-mediated WOM is primarily through advertising, rather than signaling.

Word-of-mouth marketing influence on offline and online communications: Evidence from case study research

This case study reports results from three research studies conducted over 12 weeks as part of a product seeding campaign. Partnering with a word-of-mouth marketing (WOMM) agency for this research,

Promotional Marketing or Word-of-Mouth? Evidence from Online Restaurant Reviews

TLDR
The study finds that both online promotional marketing and reviews have a significant impact on product sales, which suggests promotional marketing on third party review platforms is still an effective marketing tool.

Model of Impact of Social Networks on Internet Marketing of Enterprises

Research background. The electronic environment has become an integral part of today’s marketing environment. The transformation of information technology makes it possible to reach the desired

Content marketing in e-commerce platforms in the internet celebrity economy

TLDR
The empirical results show that the content generation efforts of marketers and the interaction behaviors between marketers and consumers will significantly influence the e-commerce sales, which refers to the first-order effects of internet celebrity endorsement.
...

References

SHOWING 1-10 OF 74 REFERENCES

Determining Influential Users in Internet Social Networks

TLDR
The authors develop an approach to determine which users have significant effects on the activities of others using the longitudinal records of members' log-in activity using a nonstandard form of Bayesian shrinkage implemented in a Poisson regression.

Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email

ABSTRACT Although viral marketing has garnered a great deal of attention in the trade press, almost nothing is known about the motivations, attitudes, and behaviors of the people (those sending the

Word-of-Mouth for Movies: Its Dynamics and Impact on Box Office Revenue

Abstract This article uses actual word-of-mouth (WOM) information to examine the dynamic patterns of WOM and how it helps explain box office revenue. The WOM data were collected from the Yahoo Movies

The Impact of Marketing-Induced versus Word-of-Mouth Customer Acquisition on Customer Equity Growth

Companies can acquire customers through costly but fast-acting marketing investments or through slower but cheaper word-of-mouth processes. Their long-term success depends critically on the

The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions

Although managers often hope to obtain long-term benefits with temporary marketing actions, academic studies imply that their chances are slim. Extant research has implicitly assumed that the brand

Advertising Spending and Market Capitalization

Marketing decision makers are increasingly aware of the importance of shareholder value maximization, which calls for an evaluation of the long-run effects of their actions on product-market response

Internet marketing the news: Leveraging brand equity from marketplace to marketspace

Can established newspapers leverage their offline brand equity to the online edition in order to create visits and page views? This question is key for publishers, as they are now facing a change

The Persistence of Marketing Effects on Sales

Are marketing efforts able to affect long-term trends in sales or other performance measures? Answering this question is essential for the creation of marketing strategies that deliver a sustainable

The Category-Demand Effects of Price Promotions

Although price promotions have increased in both commercial use and quantity of academic research over the last decade, most of the attention has been focused on their effects on brand choice and
...