The DOI matches its Crossref record; 60 of the 60 references it cites were found in a registry or an index.
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
Abstract
In this paper, we investigate the effectiveness of a firm's proactive management of customer-to-customer communication. We are particularly interested in understanding how, if at all, the firm should go about effecting meaningful word-of-mouth (WOM) communications. To tackle this problem, we collect data from two sources: (1) we implement a large-scale field test in which a national firm created word of mouth through two populations: customers and noncustomers, and (2) we collect data from an online experiment. We break our theoretical problem into two subproblems. First, we ask: “What kind of WOM drives sales?” Motivated by previous research, we hypothesize that for a product with a low initial awareness level, WOM that is most effective at driving sales is created by less loyal (not highly loyal) customers and occurs between acquaintances (not friends). We find support for this in the field test as well as in an experimental setting. Hence, we demonstrate the potential usefulness of exogenously created WOM: conversations are created where none would naturally have occured otherwise. Then, we ask: “Which agents are most effective at creating this kind of WOM?” In particular, we are interested in evaluating the effectiveness of the commonly used opinion leader designation. We find that although opinion leadership is useful in identifying potentially effective spreaders of WOM among very loyal customers, it is less useful for the sample of less loyal customers.
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Halbusi, H. A., & Tehseen, S. (2018) · SocioEconomic Challenges · doi:10.21272/sec.3(2).83-94.2018 · Cited by 33
“Despite the fact that consumers induct eWOM, firms should utilize the online marketing channels by coming up with initiatives to increase eWOM discourse among consumers (Godes & Mayzlin, 2009).”
BackgroundLin, K., Du, W., Yang, S., Liu, C., & Na, S.-G. (2023) · Sustainability · doi:10.3390/su15086424 · Cited by 30
“Previous research on SMC has mainly focused on two types: (1) firm-generated content (FGC) also referred to as marketing-generated content (MGC) and (2) user-generated content (UGC), which also includes professional user-generated content (PGC) [20].”
MethodExamining the information value of virtual communities: Factual versus opinion-based message content
Archer‐Brown, C., Piercy, N. C., & Joinson, A. (2012) · Journal of Marketing Management · doi:10.1080/0267257x.2012.732599 · Cited by 30
“This means that VCs have become an important channel for brands to engage customers in dialogue and share information (Cova & White, 2010; Godes & Mayzlin, 2009).”
BackgroundLehmann, D. R., & Parker, J. R. (2017) · AMS Review · doi:10.1007/s13162-017-0093-8 · Cited by 31
Groeger, L., & Buttle, F. A. (2014) · European Journal of Marketing · doi:10.1108/ejm-02-2012-0086 · Cited by 42
How Interest Shapes Word-of-Mouth Over Different ChannelsPreprint
Berger, J. A., & Iyengar, R. (2012) · SSRN Electronic Journal · doi:10.2139/ssrn.2013141 · Cited by 34
Lee, Y., Cho, S. Y., Sun, R., & Li, C. (2020) · Internet Research · doi:10.1108/intr-05-2020-0240 · Cited by 32
Autonomous and advertising-dependent ‘word of mouth’ under costly dynamic pricing
Ouardighi, F. E., Feichtinger, G., Graß, D., Hartl, R. F., & Kort, P. M. (2015) · European Journal of Operational Research · doi:10.1016/j.ejor.2015.11.035 · Cited by 32
“Godes and Mayzlin (2009) confirm that firms can create WOM that drives sales, and suggest that it may be more impactful for the firm to target less loyal customers to participate in a WOM campaign.”
BackgroundSocial Functions of Anger: A Competitive Mediation Model of New Product Reviews
Xiao, Y., Zhang, H., & Cervone, D. (2017) · Journal of Product Innovation Management · doi:10.1111/jpim.12425 · Cited by 30
Chung, S., Animesh, A., Han, K., & Pinsonneault, A. (2014) · SSRN Electronic Journal · doi:10.2139/ssrn.2448510 · Cited by 29
“We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons
Fang, E., Dong, B., Zhuang, M., & Cai, F. (2022) · Journal of Marketing · doi:10.1177/00222429221126990 · Cited by 28
Addressing Endogeneity Using a Two-Stage Copula Generated Regressor Approach
Yang, F., Qian, Y., & Xie, H. (2024) · Journal of Marketing Research · doi:10.1177/00222437241296453 · Cited by 28
“Randomized experiments, such as controlled lab experiments and fi eld experiments (Anderson and Simester 2004; Godes and Mayzlin 2009; Johnson, Lewis, and Nubbemeyer 2017), have long been the gold standard for estimating causal effects.”
Lopez, A., Guerra-Leal, E. M., González, B. G., & Madero, S. (2020) · Journal of Marketing Analytics · doi:10.1057/s41270-020-00085-5 · Cited by 36
Metadata
- Authors
- Godes, D., & Mayzlin, D.
- Affiliations
- Harvard University (US)
- Yale University (US)
- Venue
- Marketing Science
- Published
- 2009-07
- Volume
- 28
- Issue
- 4
- Pages
- 721-739
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2132559268
- Cited by
- 837
- References
- 59
- Citations by year
- 2026: 11 · 2025: 22 · 2024: 24 · 2023: 52 · 2022: 41 · 2021: 46 · 2020: 54 · 2019: 55 · 2018: 52 · 2017: 50 · 2016: 57 · 2015: 72 · 2014: 73 · 2013: 81 · 2012: 53
- FWCI
- 155.67
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Marketing Science (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Physical Sciences › Physics and Astronomy › Statistical and Nonlinear Physics › Complex Network Analysis Techniques
- Keywords
- word of mouth, opinion leadership, customer loyalty, sales effectiveness, customer awareness
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