Working Paper
How Interest Shapes Word-of-Mouth over Different Channels
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).