Do you want to be my “ friend ”? MONETARY VALUE OF WORD OF MOUTH MARKETING IN ONLINE COMMUNITIES

  • Trusov M
  • Bucklin R
  • Pauwels K
  • 2

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Abstract

“the world’s most effective, yet least understood marketing strategy.” “Instead of tossing away millions of dollars on Superbowl ads, fl edging dot-com companies are trying to catch attention through much cheaper marketing strategies such as blogging and word-of- mouth campaigns.”

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Authors

  • Michael Trusov

  • Randolph E Bucklin

  • Koen Pauwels

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