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

  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},
  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… Expand
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