Netnography: Online Anthropology for a Digital AgeJan 01, 2006 Robert V. Kozinets, York University
Presentation from Business Insights from Consumer Culture, May 3 – 5, 2006, Toronto, Ontario, Canada
What Drives Word-of-Mouth? The Roles of Product Originality and UsefulnessJan 1, 2006 Sarit Moldovan, Jacob Goldenberg, and Amitava Chattopadhyay, 2006, 06-111
Explores how two dimensions of innovation—originality and usefulness—affect consumer word-of-mouth and, hence, the adoption of a new product.
What Drives Word-of-Mouth?Jan 01, 2006
How do product originality and usefulness generate marketing buzz?
The Impact of Marketing-induced versus Word-of-Mouth Customer Acquisition on Customer EquityJan 1, 2006 Julian Villanueva, Shijin Yoo, and Dominique M. Hanssens, 2006, 06-119
Develops a model to measure the impact of an additional customer on a firm's customer equity; compares the effects of marketing-induced versus spontaneous acquisition channels.
Measuring the Value of Word-of-Mouth and Its Impact in Consumer CommunitiesJan 1, 2006 Paul Dwyer, 2006, 06-118
Proposes a metric for word-of-mouth importance (adapted PageRank) and investigates impact of highly valued discourse on involvement in a network; models the relationship between involvement and growth and decay of product-oriented online communities.
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