Sept 13 Discussion on WOM and Networks

We had a very interesting discussion about the reasons for the propogation of online (and offline) WOM including why consumers seek WOM. As we had discussed in class, there are several key differences between offline and online WOM, and many times they both drive each other and are complementary. Put together, they both have a tremendous power in determining the success or failure of most products and services.

Below is a report on a large scale research study conducted by the Keller-Fay group. KF group is a well known market research agency dedicated to WOM. You will see that many of their conclusions mirror our key discussion points. It is an easy read, so please try and find time to go over it.

Click here to download the report

Also, an interesting summary of a word-of-mouth study by Keller-Fay group and Google