A new approach for measuring "buzz"
Word of mouth and word of mouse'
Annelies Verhaeghe, Steven Van Belleghem, Christophe Vergult, Niels Schillewaert & Dennis Claus
Abstract
Although word-of-mouth (WoM) is one of the oldest ways of advertising ever it has become a hot topic (again) within the field of advertising. With the growth of the internet, a new dimension was added to WoM, namely word of mouse (WoMo). Spreading a message to other people is only a click or upload away in today’s computer mediated environments (e.g. e-mail, chat rooms, newsgroups, web2.0 sharing platforms such as YouTube …). Marketers and advertisers are taking first steps in taking advantage and controlling threats of this new trend. At the same time, however, a new challenge is provided for market research companies in terms of understanding and measuring both online as offline WoM.
The current presentation highlights the results of a study conducted in 6 European countries and includes a description of the WoM phenomenon and a new model to measure WoM.
Annelies Verhaeghe
InSites Consulting, Belgium
Annelies Verhaeghe is R&D consultant at InSites Consulting. She graduated with great distinction from the Masters in Marketing Management programme (former SLM) at the Vlerick Leuven Gent Management School and got the award of ‘Best student Marketing 2005’. She also holds a licence in Experimental and Theoretical Psychology from Ghent University. As R&D consultant, she follows the latest trends within (interactive) online market research, traditional concept testing, branding and marketing communication.
Steven Van Belleghem
InSites Consulting, BelgiumChristophe Vergult
InSites Consulting, BelgiumNiels Schillewaert
InSites Consulting, Belgium
Prof. Dr. Niels Schillewaert is co-founder and managing partner of InSites Consulting and Associate Professor in Marketing at the Vlerick Leuven Gent Management School. His research interests are online market research, customer satisfaction, e-marketing and adoption of innovations. Niels’ research has been published in the International Journal of Research in Marketing, Journal of Marketing Research Theory and Practice, Journal of Business Research, Industrial Marketing Management and International Journal of Market Research. He has also contributed to more than 20 academic and business conferences.
Dennis Claus
InSites Consulting, Belgium|
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