2.50
Hdl Handle:
http://hdl.handle.net/2436/42201
Title:
Word of mouth as a promotional tool for turbulent markets.
Authors:
Mason, Roger B.
Abstract:
Word-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and neighbours, setting in motion a chain of communication that could spread through a whole market. Each activity, itself small and relatively unimportant, could escalate through word of mouth to create strong, positive brand images and beliefs. A major characteristic of chaos theory, sensitive dependence on initial conditions (the butterfly effect) is at work in word of mouth. This paper reviews word of mouth literature from a chaos/complexity theory perspective. Using a multiple case study approach, the significance of word of mouth in turbulent markets is assessed. It was found that more successful companies tended to use word of mouth proactively, and that it is an effective marketing tool for turbulent environments. Furthermore, chaos theory is shown as a good lens through which to view word of mouth. This paper is important because word of mouth has had little attention from the academic community, with the exception of electronic or Internet based word of mouth. Furthermore, it suggests an academic theory to underpin word of mouth that has not been considered before. In addition, it is important because, in South Africa and possibly in other under-developed and developing countries, word of mouth is critical to marketing to less sophisticated or literate markets.
Citation:
Journal of Marketing Communications, 14(3): 207-224
Publisher:
Informaworld: Routledge (Taylor & Francis)
Journal:
Journal of Marketing Communications
Issue Date:
2008
URI:
http://hdl.handle.net/2436/42201
DOI:
10.1080/13527260701754258
Additional Links:
http://www.informaworld.com/smpp/content~db=all?content=10.1080/13527260701754258; http://direct.bl.uk/bld/PlaceOrder.do?UIN=229665766&ETOC=RN&from=searchengine
Type:
Article
Language:
en
ISSN:
13527266; 14664445
Appears in Collections:
Management Research Centre

Full metadata record

DC FieldValue Language
dc.contributor.authorMason, Roger B.-
dc.date.accessioned2008-12-10T15:12:00Z-
dc.date.available2008-12-10T15:12:00Z-
dc.date.issued2008-
dc.identifier.citationJournal of Marketing Communications, 14(3): 207-224en
dc.identifier.issn13527266-
dc.identifier.issn14664445-
dc.identifier.doi10.1080/13527260701754258-
dc.identifier.urihttp://hdl.handle.net/2436/42201-
dc.description.abstractWord-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and neighbours, setting in motion a chain of communication that could spread through a whole market. Each activity, itself small and relatively unimportant, could escalate through word of mouth to create strong, positive brand images and beliefs. A major characteristic of chaos theory, sensitive dependence on initial conditions (the butterfly effect) is at work in word of mouth. This paper reviews word of mouth literature from a chaos/complexity theory perspective. Using a multiple case study approach, the significance of word of mouth in turbulent markets is assessed. It was found that more successful companies tended to use word of mouth proactively, and that it is an effective marketing tool for turbulent environments. Furthermore, chaos theory is shown as a good lens through which to view word of mouth. This paper is important because word of mouth has had little attention from the academic community, with the exception of electronic or Internet based word of mouth. Furthermore, it suggests an academic theory to underpin word of mouth that has not been considered before. In addition, it is important because, in South Africa and possibly in other under-developed and developing countries, word of mouth is critical to marketing to less sophisticated or literate markets.en
dc.language.isoenen
dc.publisherInformaworld: Routledge (Taylor & Francis)en
dc.relation.urlhttp://www.informaworld.com/smpp/content~db=all?content=10.1080/13527260701754258en
dc.relation.urlhttp://direct.bl.uk/bld/PlaceOrder.do?UIN=229665766&ETOC=RN&from=searchengineen
dc.subjectWord of mouthen
dc.subjectPromotionsen
dc.subjectTurbulenceen
dc.subjectChaos theoryen
dc.subjectComplexityen
dc.subjectAdvertisingen
dc.subjectConsumersen
dc.subjectMarketingen
dc.subjectCommunicationen
dc.titleWord of mouth as a promotional tool for turbulent markets.en
dc.typeArticleen
dc.identifier.journalJournal of Marketing Communicationsen
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