WORD OF MOUTH: RISKS AND REWARDS
Word of mouth or WOM has always been important to advertisers for its help in spreading brand messages and building engagement. Its effect can be seen across both online and offline channels, and is useful across multiple categories, including movie entertainment. There are pitfalls that must be avoided, however, when seeking to use WOM to benefit your brand.
- Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline Brad Fay, and Rick Larkin (Engagement Labs)
- The Impact of Word of Mouth via Twitter On Moviegoers' Decisions and Film Revenues Yeujun Yoon, Young Joon Park (Peking University), and Charin Polpanumas (Lazada.com)
- Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth Chris Archer-Brown, Julia Kampani (University of Bath), Ben Marder (University of Edinburgh), Anjali S. Bal (Babson College), and Jan Kietzmann (Simon Fraser University)
- What Makes Online Promotional Games Go Viral? Damien Renard (Université Catholique de Louvain), and Denis Darpy (Université Paris-Dauphine)
LATEST RESEARCH
The mission of the JAR is to act as the research and development vehicle for professionals in all areas of marketing, including media, research, advertising, and communications.
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