Saturday, April 10, 2010

Conversation Starter

A short piece I wrote for Adweek about the need to trigger conversations can be found here. I mention three research papers in that article so here are the references for those who are interested in further reading:

Kumar, V., J. Andrew Peterson and Robert P. Leone. “How Valuable Is Word of Mouth?” Harvard Business Review, October 2007, 139-146. Here

East, Robert, Kathy Hammond, and Malcolm Wright. “The relative incidence of positive and negative word of mouth: a multi-category study.” International Journal of Research in Marketing, 24 (2), (2007): 175-184. Here

Barak Libai, Eitan Muller and Renana Peres (2010), “Sources of Social Value in Word of Mouth Programs,” Marketing Science Institute Working Paper 10-103. Here

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