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Friday, January 18, 2008

Word of Mouth Marketing

I have been studying various viral marketing, word of mouth marketing, idea diffusion, creating tipping point papers, lately. People are trying to build an explanation that I presume started with TIPPING POINT by Malcolm Gladwell in his mid 1990's book of the same name.

Recently researchers are talking about a measurement metric called Net Promoter Score. Although it is not standing the test of time as can be seen in the recent papers - especially in the Journal of Marketing paper.

It may be of interest for readers to explore some of the papers linked below

Net Promoter Score Under Fire

Value of different Customer Satisfaction studies

A very interesting collection of Net promoter score papers and discussions

More than 1000 pages tagged Word of Mouth Marketing

Is there a strategy for creating EFFECTIVE WOMM - just wondering?
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