What Products Do People Talk About and Why? How Product Characteristics and Promotional Giveaways Shape Word-of-mouth
Jan 1, 2010
Examines the psychological drivers of word-of-mouth, investigating how product characteristics and campaign giveaways influence the reach and frequency of word-of-mouth. Analyzes a dataset of over 300 buzz marketing campaigns and conducts a field experiment to test causality between environmental cues and word-of-mouth.