Documente Academic
Documente Profesional
Documente Cultură
Communication strategies
Minimizes or avoids mention of WOMM campaign
Product focus
Evaluation
Use of opinion leaders
Reaction
Hostility toward opinion leaders Satisfaction
Social class
Communal oriented
Lifestyle
Journalists Commitment
Professions related bloggers Narrative strategies Neutral or supportive
Politics
Blogger's patterns Reaction
Doctors Acceptance of opinion leaders
Formal (functional)
More active
More discerining
More accessible to one-on-one processes Online consumers Word of Mouth Books on WOM marketing
The Anatomy of Buzz Revisited: Real-life Lessons in
Word-of-Mouth Marketing, Emanuel Rosen, 2009
+/- Unique benefits and drawbacks
Stealth marketing #
Join the Conversation: How to Engage Marketing-Weary
Law cost of access and information exchange + Consumers with the Power of Community, Dialogue, and
Partnership, Joseph Jaffe, 2007
Beyond Buzz: The Next Generation of Word-of-Mouth
Greater control (in comparison with offline)
Marketing, Louis Kelly, 2007
Target audience
Definition
Marketers Word-of-mouth communications in marketing: a meta-
Create new practices analytic review of the antecedents and moderators,
Seen by customers as
Website reciprocity Tie strength Measure efficiency
Celso Augusto de Matos, Carlos Alberto Vargas Rossi,
2008
Emotional web site closeness
Searching for opinion leaders
Researches Satisfaction WOM
Roles Repurchase intentions
Number and types of resourses that are exchanged
Depends on Assurance
The frequency of exchanges
Advantages
Variety of ways to effect on customers
Wide range of customers is effected
Models
Negative opinions could be tracked
Avoid marketing influence
Customers
Opinion Leaders
Change consumers opinion by ongoing communication
The Linear Marketer Influence Model
Occures Transmit marketing messages
Key persons tasks
Without direct marketing influence Make infromation look faithfully
Customer to customer
Expert status
Overcome resistant buyers
Desire to help others Marketers
Motives Influence customers without traditional means
Warn others
Dependency from opinion leaders
Disadvantages
Non targeted
Couldn't be measured
Disadvantages
Is difficult to effect on customers