Working Papers

How Interest Shapes Word-of-Mouth over Different Channels

Jonah Berger and Raghuram Iyengar

May 15, 2011

Distinguishes between different types of conversation channels (i.e., continuous and discontinuous) to analyze how the channel impacts product or brand word-of-mouth; examines the relationship between how interesting a brand is to talk about and how much word-of-mouth it receives in different communication channels (e.g., face-to-face and online posts).

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