Class 5 Agenda: Haven’t We Always Known About WOM? Tracing the History of Academic and Popular Press Ideas of WOM, Loyalty, and Advocacy

05; Haven’t We Always Known About WOM? Tracing the History of Academic and Popular Press Ideas of WOM, Loyalty, and Advocacy (Tuesday)

Learning Objective(s):

• Identify the primary academic research traditions that inform WOM marketing communication

Readings for This Class:

• Word of Mouth: What We Really Know – And Don’t. Greg Nyilasy. 2006. Pages 161-184. (CM).
• What’s All the Buzz About? Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices. Walter J. Carl. Management Communication Quarterly, 19(4), 601-634. 2006. (Bb)
• Suggested Reading: Word-of-Mouth: Understanding and Managing Referral Marketing. Francis Buttle. Journal of Strategic Marketing, 6, 241-254. 1998. (Bb).
• Suggested Reading: Social Hubs: A Valuable Segmentation Construct in the Word-of-Mouth Consumer Network. Andrea C. Wojnicki. 2004. Advances in Consumer Research, 31, 521-522. (Bb)

Content:

• Opinion leadership
• Diffusion research
• Social network research
• Nyilasy’s four quadrants of academic WOM research
• Loyalty and WOM (discuss in Quadrant III)
• Social consequences of interpersonal influence model
• Conversational geography of word-of-mouth project

Activities:

• Select students for lunch with Steve Curran
• PPT Lecture: Tracing the Academic History of WOM

To Do (for next class):

• Readings:

Connected Marketing Practice: Seed to spread: how seeding trials ignite
epidemics of demand. Marsden. 2006. Pages 3-23. (CM or Bb)

• Complete WOMES #1 by tomorrow

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Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication